Google Ads Help Real Estate Agents Sell More Homes
Realtors have one of the hardest jobs out there. Not only do you have to market yourself like any other business, but you also have to establish a relationship with home buyers and home sellers as quickly as possible.
There are also lots of realtors in your market looking to get found whenever potential clients do a Google search for a home in their area. You have hundreds of types of content marketing that you can use to generate leads, and Google Ads is one of the best ways to capture the attention of interested home buyers.
There are many ways real estate agents build an online presence and build a lead generation machine, with Google Ads as one of the best ways to capture lots of real estate leads.
Why Do Real Estate Agents Use PPC Campaigns?
If you want to reach potential buyers in your geographic area, then you need a real estate marketing plan that focuses on getting in front of the right people at the right time with the right message.
You probably already use Zillow and SEO to get found on the first page of Google results page but are you using Google search ads to engage with clients who are ready to buy or sell their home?
When set up properly you will have leads pour into your real estate website immediately after you set up your first few Google Ads campaigns.
This means that Google Ads is an investment for your real estate business, and you should follow specific tips to optimize your Google Ads campaigns since you have to pay Google each time someone clicks on your ads.
How Do Google Ads Work?
Google Ads provides you with a powerful platform to craft a compelling message and optimize how and when your ads appear so you can target buyers in a specific market for specific keywords.
Google Ads work a lot like an auction where different real estate agents bid to get their ads to show on Google SERPs for specific search terms.
The price you pay at the Google auction will vary based on a number of variables. The biggest factors that determine the Pay Per Click (CPC) for each ad are Quality Score and user experience.
5 Ways To Optimize Google Ads To Generate Leads
You can use a local Google Ads campaign to get found by potential clients as they use specific search terms. Your marketing strategy will need to be built around the needs of your target audience with optimizations to get your ads clicked on for the least amount of money possible.
If you want your ad to show in a specific target market, you will bid on keywords that you think homeowners will use when they search for a qualified real estate agent.
1. Split Out Each Campaign By Related Search Terms
Google wants to get relevant ads in front of online searchers to ensure the entire user experience is as good as it can be.
This means that you need to set up your Google Ads campaigns with a narrow focus on specific geographic locations, devices, and types of homeowners you want to reach.
Potential homebuyers are looking for homes in a specific geographic area. You can use this to your advantage and optimize your real estate marketing plan with Google Ads to only show your ads to people looking for homes in an area or only to people who are in a specific geographic region.
It doesn’t make a lot of sense to spend money on paid advertising for more generalist keywords, keywords that aren’t ever going to be able to bring in the kinds of prospects you need to turn a profit with this marketing methodology.
If you are running a real estate marketing plan on a limited budget, you can reduce ad spend by excluding people who are not interested in buying a home in your market by setting the Geographic Targeting in the Locations settings.
2. Choose The Most Profitable Keywords
The second tip that you should use when building a Google Ads account for your real estate business is to focus on longtail keywords. Longtail keywords are search phrases with 3 or more words that people use to find homes in your area.
Longtail keywords are an excellent option for Google Ads marketing in the real estate industry for several reasons, including:
- Trigger ads to show for highly qualified leads.
- Trigger ads less often since they are specific search queries.
- Target home buyers who are more likely to buy from you in your market.
If you want to get the most out of your Google Ads marketing strategy, then you need to zero in on who your ideal prospect is, what they punch into Google to find the kinds of properties you have to offer, and then create a long list of longtail niche keywords that you can aggressively go after.
A few factors that you should consider when choosing longtail keywords to reach potential home buyers include:
- The location of your homes (like “Orlando homes for sale”).
- The size of homes featured on specific pages of your real estate website (like “Orlando homes for sale five bedrooms”)
- Home price ranges based on your clientele’s budget. (like “Orlando homes for sale $500,000).
- Amenities & additions that your target audience are interested in (like “Orlando home with pool”)
As you can see from the examples above, you can home in on your ideal buyers by adding a few modifiers to your keyword list. Instead of trying to battle for “homes for sale,” you can drive more qualified leads by only bidding on keywords that matched your listings and desired home buyer leads.
A solid longtail keyword strategy starts with thorough keyword and market research since you need to understand the keywords that people use to find your ads.
While this is vital for your success, these steps are often overlooked by otherwise savvy and strategic realtors, and this can result in thousands of wasted real estate marketing dollars.
Instead, focus on creating longtail niche keywords that can help you succeed by digging deep into how your prospects use search engines to find the properties you have to offer and then carefully crafting your campaigns around those strings of text.
3. Choose The Right Negative Keywords
As we discussed above, keywords are the driving force behind your Google Ads strategy. However, did you know that you can use negative keywords to limit who sees your ads?
Negative keywords give real estate agents a powerful tool to exclude people who use specific words and phrases when searching for real estate listings.
Once you know who you are trying to engage with, you can use negative keywords to define further who your ads are served to. Instead of wasting Google Ads marketing budget on unqualified leads, you can limit your audience and focus your marketing strategy on people who are more likely to contact your real estate agency.
Homebuyers are looking for homes based on their needs, and sometimes their needs do not match your specialty. For example, if you are involved with luxury home sales, you can add several negative keywords like a cheap, bargain, and retired to your negative keyword list to ensure that your ads do not appear when those terms are used in search queries.
4. Write Hyper-Targeted Ad Copy
If you want people to engage with your real estate Google Ads text ad copy, then you need to write amazing Google Ads ads. These ads need to stand out in SERPs while also tapping into psychology to get homebuyers to click on the ads.
Driving qualified potential buyers to your real estate website and local listings is the first step to a successful Google Ads campaign. The next step that you need to consider is how to improve conversions once home buyers contact you.
This is where hiring a top-tier professional copywriter can help you punch up the copy you have on your landing and sales pages, help you design marketing funnels that allow you to squeeze more ROI out of your Google Ads campaigns. You can use the same writing tips to write an amazing Google Ad to get found and engage your audience.
Plus, hyper-targeted ad copy can help you craft the rest of your marketing messages to make sure everything is “on brand”, laser-focused, and blends seamlessly into each of your different marketing media.
Think about what your audience needs and help them make the right choice by including emotional headlines and features/benefits of your homes. You should also customize ads based on ad groups and keywords that you are using.
This tactic will ensure that your Google Ads text copy is relevant and matches the needs of your target audience.
5. Use Ad Extensions To Get Found
Along with writing excellent ad copy, you should also use various extensions in your real estate ads. Ad extensions offer several benefits, including:
- Help your ads to stand out in SERPs.
- Provide additional information and value to your audience to entice them to click on your ads.
- Drives your competition further down SERPs.
- Offers you other ways to express the features and benefits of your real estate agency.
Some of our favorite Google Ads extensions for real estate agents include:
- Location Extension: A location extension will show the office address. This ad extension can help you drive more foot traffic to your office because when potential home buyers click on your address they are directed right to Google Maps to receive directions.
- Sitelink Extension: Do you want to direct potential homeowners to specific pages on your site? Sitelink extensions allow you to drive customers to specific landing pages based on their needs.
- Callout Extension: Want to stand out from other real estate agents? Callout extensions give you prime spots in SERPs because you can highlight your value proposition, benefits, and features. Unlike sitelink extensions, potential homeowners can’t click on these extensions so you don’t have to worry about a higher CPC.
- Message Extension: This extension can help boost conversion rates because potential home buyers can text you right from their phones. This extension only appears on mobile devices, and you can create a pre-written message to get potential clients to ask you for more information and build a relationship.
- Call Extension: If you want to generate more phone calls then you can’t go wrong with call extensions. This extension lets potential customers call you without going through the hassle of searching through your contact page because your PPC ads will show a phone number to reach you
Google Ads is a great option for realtors, and you can use ad extensions to boost your online presence and drive engagement. You can use different extensions like callout extensions to drive more brand awareness or sitelink extensions to boost CTR and conversions.
Use Google Ads In Your Real Estate Marketing Plan
These 5 Google Ads strategies will help you build your real estate business with more qualified leads and phone calls. You will need to use the right keywords to get found, amazing ad copy to get clicks, and engaging content to drive conversions.
Now that you have the best tips to grow your real estate marketing strategy with Google Ads, you will be able to drive more qualified homebuyers to your real estate website and local listings today!
Google Ads For Real Estate FAQs
Yes! Google Ads is one of the best ways for realtors to reach their target audience and drive more qualified leads. You can use basic optimization techniques to get the most out of your PPC campaign and limit wasted ad spend.
A few Google Ads optimizations that you will want to make t to ensure you maximize results and minimize spend:
- Split Out Each Campaign By Related Search Terms
- Choose The Most Profitable Keywords
- Choose The Right Negative Keywords
- Write Hyper-Targeted Ad Copy
- Use Ad Extensions To Get Found