Real Estate: Google Ads Strategies

As we all know, the real estate market is extremely competitive these days. You cannot be waiting for clients to come to you. So, how can you make your Google Ads campaigns effective?

Start with Google My Business: The Foundation for All Google Ads

Before diving into any Google Ads campaign, it’s important to have your Google My Business (GMB) profile set up and fully optimized. By claiming and verifying your business on Google My Business, your business will not only show up in Google Search results but also on Google Maps, which is especially important for real estate professionals.

Here’s how to make to optimize your Google My Business profile:

• Claim and Verify Your Listing: This is the first step. Make sure you’ve claimed your business on GMB and verified it to ensure your information is accurate and trusted by Google.

• Optimize Your Profile: Include high-quality images of your properties, up-to-date contact information, and a link to your website. Regularly post updates like open house events or new listings.

• Encourage Reviews: Client testimonials are a huge trust builder. Encourage satisfied clients to leave positive reviews on your GMB profile, as these reviews will appear prominently in search results and help attract new clients.

Having a fully optimized Google My Business profile will not only boost your local search rankings but will also boost the performance of your Google Ads, because you show up as a credible and trusted resource when potential clients are searching for real estate services. To make it easy for you, we created a GMB Checklist.‍

Google Search Ads

How do potential clients find your real estate business? The most likely way is through a quick Google search. Someone is ready to buy or sell a home and they type “homes for sale in [your city]” or “best real estate agent near me” into the search bar. If your business isn’t showing up at the top of those search results, then you’re missing out on these potential customers and, most likely, you will lose these clients to your competitors.

Google Search Ads put your business front and center when people are already searching for what you offer. How does this work? When someone enters relevant keywords, like “buy a home in [your city]” or “real estate agent near me,” your ad appears at the top of the search results. This means you are actively getting their attention and giving them an incentive to click on your ad, and directing them to your website.

Make sure you take the following into account to opitimize your Google Ads:

• Focus on High-Intent Keywords: If you want to attract serious buyers or sellers, focus on keywords like “best real estate agent in [your city],” “affordable homes near me,” or “sell my home fast.” These are phrases people type when they’re ready to act. Try pairing those keywords with compelling ad copy, like “Find Your Dream Home Today—Free Consultations Available” or “List Your Home with Us—Satisfaction Guaranteed.”

• Target Your Local Market: Google lets you zone in on specific areas. Whether it’s a few zip codes, a neighborhood, or a radius around your office, you can ensure your ad is seen by people who are most likely to need your services. There’s no point in paying for clicks from out-of-town searchers when your focus is local.

• Boost Results with Ad Extensions: Google allows you to add extra features to your ad, like direct links to your contact form, call buttons, or even directions to your office. If someone clicks “call now,” they’re immediately connected to you, no middleman involved. These little tweaks can turn casual browsers into serious leads with minimal effort.

How Roya Can Help: You don’t need to be an expert to get this right. With AI-powered platforms like Roya, you can automate keyword research, optimize your targeting, and even create high-converting ad copy—all without any manual work, so you can focus on closing the deals.

Performance Max Campaigns: Get Your Ads Everywhere

Performance Max is Google’s all-in-one advertising solution that simplifies everything. Instead of creating separate ads for each platform, Performance Max automatically builds and optimizes ads across all of Google’s networks using the assets you provide—images, videos, headlines, and descriptions. It mixes and matches these assets to find the best-performing combinations for your audience, ensuring your ads reach the right people, no matter where they are online. This means your ads are visible everywhere—without the hassle of managing each platform individually.

Let’s say you’ve got a new property listing that you want to promote. With Performance Max, you don’t need to create separate ads for Google Search, YouTube, and Display Ads. Instead, you upload the property photos, a short video tour, and a compelling headline like “Luxury 3-Bedroom Home in [Your City]—Schedule a Viewing Today.” Performance Max will automatically create ads using these assets, mixing and matching them across different platforms.

For someone searching “homes for sale in [Your City]” on Google, your ad might show up with the headline and an image. Meanwhile, someone browsing YouTube could see the video tour of the home in their recommendations. All of this happens without you needing to manually adjust each campaign—Performance Max handles the optimization to ensure your ads are seen by the most relevant audience, wherever they are online.

Best Practices for Performance Max Campaigns

1. Provide a Variety of High-Quality Assets

Performance Max works best when it has a variety of images, videos, headlines, and descriptions to mix and match. The more diverse your assets, the better Google can test different combinations to find what resonates most with your audience. For example, include a mix of property images, video tours, short descriptions, and strong calls to action. This ensures your ads are dynamic and perform well across Google’s networks.

2. Use Audience Signals

While Performance Max automatically optimizes for the best audience, providing audience signals can speed up the process. Audience signals are your input on the type of people you think would be interested in your ad. For example, if you’re targeting homebuyers in a specific area, input signals based on demographics, interests, or previous interactions with your website. This helps Google fine-tune your ads to the right people faster.

3. Use YouTube for Video Content

If you have property tours, client testimonials, or promotional videos, this is the perfect opportunity to use them. Video is a powerful tool, and Google’s Performance Max can help you distribute it across YouTube and other platforms. Make sure your videos are posted on your YouTube channel and integrated into your Performance Max campaigns. This not only increases your reach but also makes your ads more engaging for potential buyers or sellers.

Local Service Ads: Connect with Clients Ready to Act

Local Service Ads (LSAs) ensure that your business shows up at the top of Google when people search for real estate services in your area. Unlike traditional ads, LSAs are pay-per-lead, meaning you only pay when someone contacts you directly through the ad. These ads display your business, reviews, and contact information in a clean, easy-to-read format, helping build trust and credibility instantly.

LSAs are especially useful for real estate agents looking to connect with clients ready to act, such as buyers and sellers who need quick assistance. By being at the top of the search results with LSAs, you’re positioning yourself as a trusted and available resource in the local market. With LSAs you only pay when people actually click on the ad, so you are really get the most out of your money. Want to launch a LSA? Then read this blog.

Key Strategies for Real Estate Google Ads

1. Setting Goals
   • Clicks for Traffic: Focus on driving more visitors to your website.
   • Conversions for Leads or Bookings: Optimize your campaigns to capture specific actions like form submissions or appointment bookings.
2. Google Search Campaigns
   • Landing Pages & Prompts: Start with a well-optimized landing page or URL. Ensure your keywords include phrases like "real estate near me" to capture local demand.
   • Radius Targeting: Target specific areas by setting a radius around your desired location, ensuring your ads reach the most relevant audience.
   • Lead Form Extensions: Utilize lead form extensions to provide users with pre-filled forms, making it easier for them to request a quote or more information.
3. Local Ads - Google My Business
   • Claim & Verify Your Property: Make sure your property is linked to your Google Ads account and shows up on Google Maps.
   • Optimize Local Presence: Ensure your business profile is fully optimized to capture local search traffic.
4. Performance Max Campaigns
   • All-in-One Advertising: Use Performance Max to automatically generate ads across various Google channels. This tool mixes and matches your images, videos, headlines, and descriptions to find the best-performing combinations.
   • Leverage YouTube: If you have a promotional video, now is the time to use it. Ensure it's posted on your YouTube channel to maximize reach.

Conclusion

In today’s competitive real estate market, you can’t afford to sit back and wait for clients to come to you. By optimizing your Google My Business profile, running Google Search Ads, Performance Max Campaigns, and Local Service Ads, you can actively attract potential buyers and sellers right when they’re searching for real estate services in your area. With these strategies, you’re not only boosting your visibility but also positioning your business as the go-to resource for local real estate.

And with AI-powered platforms like Roya, the entire process becomes streamlined, ensuring your ads are effective without you having to micromanage every step. Ready to take your real estate marketing to the next level? Start by implementing these strategies today.