10 Effective Types of Google Ads for Real Estate

Our agency has a lot of experience running Google Ads for Real Estate. We’ve worked with Real Estate agents, brokers, and agencies, successfully delivering sales and leads. In this article, we’ll share our experience, thoughts, and examples of effective types of Google Real Estate advertising.

Search Ads are universal and often prove useful for Real Estate. They lack the visuals and the richness of banner ads but provide all the necessary information.

Users who are actively searching for a product can get familiar with your offer through Search Ads. It’s crucial here that:

1. An ad is strictly relevant to a user’s search query, contains a keyword in headline and a straightforward and accurate description of your offer and its benefits.
2. An ad covers as many details and important information as possible. It has to be thorough and include all available headlines and descriptions, as well as all the extensions.

When a user wants to purchase real estate, he or she goes to Google to look for suitable options. They enter various keywords and start clicking on websites to get acquainted with the offers.

Depending on the strategy you use, Google will show your ads in a certain way to help you reach your goal. In our opinion, the best and most effective solution is to teach your search advertising campaigns to bring in as many conversions as possible. By following this goal, Google will show your search ads in a way that will bring as many potentially converting audiences to your site as possible.

Don’t forget that in order to find the relevant keywords for your Real Estate business, you’ll need to perform keyword research. Check out our article on real estate PPC keyword research on Google Ads.

The best results are usually delivered by ads with the place/city/country specified.

Local Search ads are great because they appeal directly to customers in the selected locations, thus increasing the chance of a conversion. It’s very important for Real Estate businesses, as their offers are almost always tied to specific locations. Moreover, local ads can be less competitive and become an easy way to stand out for lesser costs per click.

Users often search the name of your brand or your competitors’ brands. We strongly recommend setting up campaigns with your competitors’ brand keywords.

If you’ve been on the market for some time already and users know your brand, you absolutely must use brand campaigns. They’ll help customers who know you and who are loyal to your brand find you quickly and easily.

As for brand campaigns with your competitor keywords, you can use them right away, when you’re just starting out and nobody knows you. Such ads bring additional traffic and conversions from users who are comparing offers on the market at the moment. But there are two important things to consider:

1. Don’t ever use the names of your competitors in ad copies. Use them only in keywords.
2. It’s good practice to use your brand name and key benefits in ads that target your competitors’ brand names. Remember, you don’t need to deceive users and pass for your competitors but you need to persuade and let everybody know that your offer is better than your competitors’.

If you are going to advertise in your local country and English is not the native language for you, you should use English keywords and ads along with the native language ads. Some people who are looking for property in your local country may do that in English as well. If you set up an English ad campaign, you will be able to reach an additional audience.

If you’re looking for international Real Estate advertising, there are certain things to consider. Read more in our blog post:

International Real Estate Advertising.

Buying a property is an important and very expensive decision. In Real Estate, a user can decide and analyze the market for a very long time. Therefore, in this niche, it is extremely important to maintain contact with the user who is not yet ready to make a decision. It is essential to remind them about your offer and your key benefits. So that when the client is ready to make a decision — he or she remembers you and you are close.

Remarketing Ads are great for this, they follow your visitors and show them your ads. So for example, if a visitor clicks on your ad but doesn’t buy right away, Google Ads will continue showing them your ad, for the related keywords.

The key difference between media advertising and search is that users in search may be potentially more eager and willing to consider your offers. Whereas users in Google Display Network are more likely to be looking for Real Estate-related resources or minding their own business online when they see your ad.

In this environment, it’s critical to be able to draw attention to yourself with bright and accurate creatives.

This type of advertising effectively promotes local Real Estate agencies and helps to increase brand awareness.

GDN ads help to attract customers similar to those who had already made a purchase, even before the former started looking for information on Google. So if your customers are just looking to buy real estate and aren’t sure yet, there’s a great chance to interest them and convert them to leads.

Also, GDN ads allow the client to remember your brand and thus increase brand awareness. If the client remembers you and likes your offer and your benefits, then at the moment of making a decision, he or she can immediately go to your site for purchase through a branded search campaign, which we mentioned above.

The goal of remarketing in Google Display Network is to bring back the audience that has already seen your site. It’s similar to Search Remarketing, but the ads show on Google Display Network. A relevant ad with the property your customer viewed can greatly help your advertising campaign. Banners with special offers (discounts, free services, consultations) show good results in marketing campaigns.

It’s also a good practice in Real Estate to build communication differently depending on how long the client has been visiting your site.

Was it recently? Give the customer a special offer, an offer that will keep them coming back.

Has the user been on your site long? Remind them who you are and what your greatest strengths are.

In addition, there are many other scenarios by which you can segment your website visitor audience and prepare different interaction scenarios for them.

You can divide them:

– by the specific pages they viewed,
– by the number of pages or by session duration,
– by the micro-conversions that they made on the site,
– etc.

Google Display Network allows you to run video ads. Our experience shows that users interact better with video ads format. Your offer can also be better presented in a video ad.

The most expensive of all the types of advertising described above is YouTube advertising. It’s also highly effective at the same time. You’ll need to create a YouTube channel and high-quality videos. But, the feedback and conversion of video ads are much better than the other types of ads.

Feel free to contact our experts with any quesions.