1. Why Google Ads Works for Realtors
Unlike social media ads, Google Ads targets people who actively search for homes or agents. Instead of guessing who might need your services, Google Ads puts your business in front of users right when they are ready to act.
Benefits:
- Instant visibility in search results
- Measurable ROI via clicks and leads
- Multi-touch campaigns to build trust and familiarity
- Scalable results across multiple markets
2. Key Google Ads Campaign Types
| Campaign Type | Purpose | Best Use Case |
|---|---|---|
| Search Ads | High-intent leads | “Homes for sale in Miami” |
| Display Ads | Remarketing & awareness | Website visitors, property pages |
| YouTube Ads | Build authority | Market updates, property tours |
| Discovery Ads | Reach passive audiences | Gmail, Google Discover, YouTube Home feed |
| Local Service Ads (LSA) | Bottom-of-funnel conversion | Capture ready-to-act buyers & sellers |
Pro Tip: Combine Search + Display + YouTube + Discovery to create a layered, multi-touch approach that drives leads while reinforcing trust.
3. Step-by-Step Google Ads Setup
Step 1: Create Your Google Ads Account
- Sign up at ads.google.com
- Link your website and set billing
- Structure your account:
- Campaigns: By market or property type
- Ad Groups: Focused on neighborhoods, niches, or property types
- Ads: 3–5 headlines and 2–4 descriptions per ad group
Step 2: Choose Campaign Objectives
For most realtors:
- Website Traffic: Drive users to listings or valuation forms
- Leads: Capture emails, calls, or form submissions
- Brand Awareness: Support Display or YouTube campaigns
Step 3: Build Ad Groups & Keywords
- Identify hyperlocal areas: city, neighborhood, zip code, school district
- Create 5–7 ad groups per campaign
- Use keyword match types:
- Broad:
Miami condos for sale - Phrase:
"Miami FL real estate" - Exact:
[Coral Gables waterfront homes]
- Broad:
Negative keywords to avoid waste:rent, lease, Airbnb, cheap, commercial
Step 4: Write Ad Copy & Add Assets
Ad copy tips for high conversions:
- Include keywords in headlines
- Highlight your value: free home valuation, local expertise
- Use numbers: listings, median prices, sold homes
- Pin headlines for consistent positioning
Assets to improve performance:
- Sitelinks: Link to sub-services or property types
- Callouts: Luxury, relocation, first-time buyers
- Structured Snippets: Neighborhoods or specialties
- Images & videos: For Display and YouTube campaigns
Step 5: Set Up Landing Pages & CTAs
- Direct traffic to relevant pages, not your homepage
- One clear CTA per page:
"Book Your Free Home Valuation" - Integrate CRM + lead capture forms
Tip: Landing pages should match the ad promise. If your ad says “Miami condos for sale,” the landing page must show active listings in Miami.
Step 6: Budget & Bidding
| Strategy | Purpose | Recommendation |
|---|---|---|
| Maximize Clicks | Drive traffic fast | Good for beginners |
| Maximize Conversions | Focus on leads | Use after initial data |
| Target CPA | Control cost per lead | Best for scaling |
Start with a modest daily budget ($25–$50/day per campaign). Increase spend as you see ROI.
4. Hyperlocal Targeting & GEO Examples
| City / Area | Niche Focus | Typical CPL 2026 |
|---|---|---|
| Miami | Waterfront condos | $12–$18 |
| Fort Lauderdale | Single-family homes | $10–$15 |
| Coral Gables | Luxury properties | $18–$25 |
| Tampa | First-time buyers | $8–$14 |
| NYC – Manhattan | Investment properties | $20–$35 |
Pro Tip: Target submarkets (zip codes, school districts, neighborhoods) to capture leads farther along in the buying process and lower CPL.
5. Conversion Tracking & Metrics
Track all lead actions:
- Form submissions
- Phone calls from ads
- Chat interactions
Metrics to monitor:
- CTR (Click-through rate)
- CPC (Cost per click)
- CPL (Cost per lead)
- Conversion rate
Regularly review search terms to refine keywords and negative keywords. A/B test ads for headlines, descriptions, and CTAs to improve performance.
6. 72-Hour Launch Checklist
- Create Google Ads account & billing
- Build campaigns by market/niche
- Create 5–7 ad groups per campaign
- Responsive search ads: 3–5 headlines + 2–4 descriptions
- Landing pages: relevant & conversion-focused
- Setup conversion tracking in Google Ads & CRM
- Add daily budget & bidding strategy
- Include negative keywords and audience segments
- Layer campaigns: Search + Display + YouTube + Discovery
- Launch & monitor CTR/CPL for first 72 hours
7. FAQ – Quick Answers for Realtors
Q1: How fast can I see leads?
- Search campaigns: days
- Display/YouTube: 1–2 weeks to build awareness
Q2: Daily budget recommendation?
- $25–$50 per campaign to start; scale as campaigns prove ROI
Q3: Target buyers, sellers, or both?
- Both, but separate ad groups & landing pages for each
Q4: Can a solo agent manage this?
- Yes. Follow the 72-hour checklist; teams can scale multi-market
Q5: How to lower CPL?
- Hyperlocal targeting, layered campaigns, negative keywords, ongoing optimization
