We are going to explain everything that you need to know in order to start running Google Ads for real estate business in order to generate leads for buyers as well as generate leads for sellers.
Here are the six steps to use Google Ads for real estate to improve their lead generation potential:
#1. Understand How Google Real Estate Advertising Work
With Google Ads for Real Estate, Owners can improve their listings’ visibility, minimize their ad spend, target the right audience and get top-quality leads. Google Ads are similar to Facebook ads in case of Real Estate ads.
Google Ad types that are most effective in real estate are search-based. This makes Google Ads ideal for real estate agents and brokers who want to target buyers and sellers ready to transact. It also means the success of Google Ads is dependent on your understanding of keywords because you don’t get the opportunity to add photos or videos to your ad.
Google Ads can actually describe an extremely wide range of ad types. These consist of Search ads, display ads, Video ads, Local services ads and Discovery ads.
Here is a breakdown and example of each of these popularly used ad types:
1. Google Search Ads for Real Estate
Search ads are the most common type of Google advertising for real estate agents and brokers. They are also known as PPC (pay-per-click) or online marketing ads because they appear at the top of Google search results, usually targeted by keywords in the ad copy.
2. Google Display Ads
Google displays ads are creative ads consisting of images, text, and video assets, These images can be anywhere from a few pixels like 729*90, 300*250, 300*800. Google’s ad platform allows you to place one image across the internet on millions of different websites – including blogs, news sites, and social media pages. Google ads display ads provide is option to target customer based on their interest, previous action on the site, gender & age.
3. YouTube Ads for Real estate lead generation
Video ads are a great way to promote your brand, explain how your business works, or let customers know about a new product. They can be placed in both YouTube’s in-feed and search results. You can promote your project with creative youtube ads for awareness and lead generation. Youtube can be used to target used who are visiting similar property videos.
4. Local Service Ads
Local services ads are an extension of your Google business profile and appear primarily in searches for real estate agents. Real estate agents are one of the few professionals who can also earn a “Google Screened” badge by submitting their license—giving their profiles priority placement and a green check mark.
#2. Plan Your Google Ads Campaign
Before jumping into a Google Ads campaign, it’s important to define what you want to accomplish with each campaign and what your KPIs will be. With a comprehensive plan in place, it’s also easier to set realistic expectations for your advertising campaign performance, so you are not spending money on keywords that won’t result in conversions.
These are the three most important components of planning your real estate Google ad campaigns:
Determine Who Your Target Customer Is
When you’re running a real estate business, you have to think of your clients as all being different and unique. Identifying your target customer or client could be the difference between finding yourself out of business or thriving. You’ll want to use Google’s targeting capabilities to find people who are looking for properties in your area, who aren’t already represented by another Realtor, or who are overpaying for homes they don’t need.
There are some courses of action, you can target your audience in Google real estate ads:
- 1. Demographic
- 2. Affinity audiences
- 3. In-market
- 4. Custom segment
- 5. Life events
- 6. Your data
- 7. Location targeting
Identify Keywords to Target Real Estate Leads
When you create Google Ads, choose keywords that engage with your target market’s search intent. For example, someone searching for “homes in Delhi” could be looking to purchase a home, but they could also be searching for information about the types of houses in this area, home prices, home styles and so on.
On the other hand, choosing the keyword “homes for sale in Delhi” puts your ads in front of people who are much closer to making a purchase. Finding the best real estate keywords will make or break your ad’s success. This is the reason, keyword research is one of the most important steps in creating your Google Ads for real estate.
Establish Key Performance Indicators (KPIs) for Your Google Real Estate Ads
KPIs are a key component to any marketing strategy, and Real Estate is no different. KPIs will be especially important after you start running Google Ads and analyzing your campaign and data. To maximize your return on investment and find new clients online using Google Ads, set and understand your KPIs as they relate to your specific goals.
These are some of the most important KPIs for your Google real estate ads and campaigns:
- Impressions
- Click-through-rate (CTR)
- Conversion rate
- Cost per click (CPC)
- Cost per action (CPA)
- Impressions & impressions share rates
- Quality score
#3. Write Relevant Copy for Your Google Real Estate Ad
While Google display and video ads are effective, the majority of Google Ads for real estate are search ads. These appear in search results and consist of just a few lines of text, including a headline and description. Therefore, it’s critical that each section is keyword-optimized and relevant to search users in order to get clicks and conversions.
Your Google Ads for real estate need to showcase exactly what the searchers are looking for. For example, your ads should include phrases like “Free MLS listings,” “MLS updates every 15 minutes,” “mortgage calculator,” and “exceptional service.” Your copy shows users and you have what they are looking for and even more relevant resources they need.
Your ads are in a search engine and therefore seen by thousands of people every day. As a real estate agent and especially as an ERE, your Google Ads should be targeted to the type of leads you’re looking for in a timely manner, so that they can take action as quickly as possible.
#4. Input Your Real Estate Ad Data & Copy
Your Google ad is a great place to grab the attention of searchers and make them take action. Once you’re ready to create an ad and your copy is written, follow along with this step-by-step guide on how to set up your Google real estate ads.
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Determine a campaign objective
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Set Conversion goals
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Select a campaign type
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Bidding
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Campaign settings
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Keywords & Ads
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Budget
#5. Establish a Real Estate Lead Generation Funnel
A lead generation funnel is a way to capture the contact information of one or more potential clients. This leads them down the path of becoming your newest real estate client.
There are two ways to generate leads with Google Ads:
1. IDX Real Estate Listing Website
Your real estate website should showcase information about your success as a real estate agent and client testimonials. It should also contain your qualifications, clients you’ve helped, a brokerage, downloadable materials and other details to entice prospective customers interested in working with you to submit their contact information and work together.
An IDX real estate website is the fastest way to pick up traffic for your listings and start generating leads. They feed listings directly into your website from the MLS(Multiple listing services), so viewers can browse the latest listings on your site instead of other real estate platforms. And whenever you make an update to your listing, an IDX property website automatically updates as well.
A few of the best real estate website builders include:
- Go Daddy – 9.99$ per month
- Placester – 119$ per month
- Weebly – Free
2. Real Estate Landing Pages
A landing page is the most important part of a real estate website, because it’s one of the main factors in Google’s quality score. Google only wants to direct its readers to pages that are closely aligned with the user’s search intent, so landing pages should be highly targeted to your ads.
These are some of the key ways to optimize your real estate landing page:
- Simplicity
- Be clear
- Use stunning images
- Remove menus
#6. Analyze Data & Make Tweaks
Every real estate business relies on data and analytics to drive performance. Your initial steps with Google Ads can help you learn how to analyze the data that drives your ads, which is the foundation for your successful Ads campaigns. You’ll also be able to scale your business, check keyword volume, maximize your ROI, landing page optimization and conversion rate optimization.
If you don’t feel confident in your ability to optimize and manage your own ads, consider working with us in many areas of your marketing strategy. We, Anirup Technologies, provide an easy-to-use Google ad services that make optimization visual reports about your ad’s performance. We also connect you to our expert team to make service easier, and more effective.
To Wrap up
Using Google Ads for real estate is an incredibly powerful tool for growing your real estate business, whether you’re looking to generate leads, build brand authority, or scale your business. By strategically targeting and optimizing your real estate Google Ads, you’ll be able to save time and energy in your marketing efforts and increase your ROI.
