A Comprehensive (DIY) Guide to Utilizing Google Ads in Real Estate

Introduction to Google Ads and Setting Up an Account for Real Estate Businesses

Google Ads is one of the best ways for real estate businesses to advertise online. With its powerful targeting capabilities, businesses can reach their desired audience quickly and efficiently. For business owners who may not be familiar with Google Ads, setting up an account can seem daunting. However, this guide will walk you through every step.

Getting started with Google Ads is easy. All you need to do is create an account and choose a campaign type that fits your business goals. When creating your account, you’ll be given the option of using Smart Mode or Expert Mode. While Smart Mode provides some helpful guidance, we recommend using Expert Mode, even if you’re not an expert. This mode provides more advanced settings and features that can help you better optimize your campaigns for the best results.

You will need to provide some information when creating your account, including an email address and website for your business. You can access Google Ads Here.

Understanding the Benefits and Opportunities of Google Ads

Before diving into the details of optimizing your campaigns, it’s important to understand why you should be utilizing Google Ads for real estate businesses in the first place.

Google Ads offers various benefits and opportunities that can help businesses increase their traffic, conversions and ROI. For example, businesses can target specific audiences based on factors such as location, age, gender, and interests. This allows businesses to customize their campaigns to achieve the best results for their business goals.

In addition, Google Ads enables you to track performance metrics such as:

Return on Ad Spend (ROAS): measures the revenue generated from advertising campaigns about the amount spent on those campaigns, providing insights into the effectiveness of the ad investment.
Cost per Acquisition (CPA): quantifies the average cost incurred to acquire a new customer or lead through advertising efforts, allowing businesses to evaluate the efficiency of their marketing strategies.
Number of Conversions: indicates the total count of desired actions taken by users, such as purchases or sign-ups, in response to a marketing campaign, serving as a key performance metric for evaluating campaign success.
Number of Clicks: measures the total instances of users clicking on an advertisement, indicating the level of user engagement and interest generated by the ad.
Conversion Rate: represents the percentage of users who perform a desired action, such as making a purchase or filling out a form, out of the total number of users who interacted with the ad or website, serving as a gauge of campaign effectiveness.
Number of Impressions: signifies the total number of times an ad is displayed to users, helping to evaluate the reach and visibility of a campaign.
Click-Through Rate (CTR): measures the percentage of users who click on an ad after seeing it, providing insights into the ad’s relevance and effectiveness in generating interest.
Total Conversion Value: quantifies the total value or revenue generated from conversions, allowing businesses to assess the monetary impact of their marketing efforts.
Quality Score: a rating system used by search engines to evaluate the relevance and quality of keywords, ads, and landing pages, influencing ad rankings and costs in paid search advertising.

This data can then be used to measure the success of your campaigns and make informed decisions. Keep in mind this is just a Test Snapshot and other campaign and goal types along with Specific Ad types may produce different performance metrics inside of Google Ads.

Creating Campaigns

When it comes to running successful campaigns on Google Ads for real estate businesses, selecting the right keywords and setting appropriate budgets and bidding strategies along with brilliant Ad Copies are essential, especially in a time of AI tools that can do it all, you’ll need to write copies that catch the prospect’s eyes.

This is what you may see when creating a new Google Ads Campaign with a fresh Google Ads Account:

Selecting Keywords

The key to getting the most out of your Google Ads campaigns for Real Estate Businesses is selecting the right keywords. Think about words or phrases that buyers would be likely to search when looking for properties

For example, a Real Estate Company in Dubai could target keywords such as “luxury apartments in Dubai” and “buy villas in Dubai”. By targeting these keywords, you can ensure that your ads are seen by potential customers who are already interested in buying a property.

Here are some potential keywords that a real estate business in Dubai might target in Google Ads:

“Dubai real estate”
“Homes for sale in Dubai”
“Luxury apartments in Dubai”
“Dubai property listings”
“Buy villa in Dubai”
“Dubai Marina apartments”
“Affordable homes in Dubai”
“Dubai real estate agency”
“Dubai investment properties”
“Dubai property market”
“Real estate investment in Dubai”
“Dubai off-plan properties”
“Best real estate agents in Dubai”
“Dubai rental properties”
“Commercial real estate in Dubai”

This is only a sample list, your real keywords will alter greatly. Remember, the best keywords for your business will depend on your specific target audience, offerings, and marketing goals. It’s important to continually monitor and adjust your keywords to optimize your campaigns.

Establishing Budgets and Bidding Strategies

After selecting the right keywords, you should set a budget for your advertisements so that you don’t overspend. It’s important to note that costs vary depending on the keyword used, so you may need to adjust your budgets accordingly. Additionally, setting up bidding strategies can help make sure you are getting the most out of your campaigns.

For example, if you want to target higher-income customers in Dubai, then bid more aggressively on keywords like “luxury apartments in Dubai”. On the other hand, if you are targeting lower-income buyers, then bid more conservatively on keywords like “affordable villas in Dubai”.

Writing Engaging Ad Copies

Once you have figured out the keywords and budget, it’s time to write engaging ad copies that will capture the attention of your prospects. Ad copies should be concise yet compelling while also emphasizing key features or benefits of the property. Make sure to use local references in the copy to draw people in.

For example, a Real Estate Company in Dubai could use an Ad Copy like “Luxury Apartments in Dubai with Amazing Views. Experience Unrivaled Luxury Living”. This ad copy emphasizes the key features of the property while also using local references to draw people in.

By selecting the right keywords, establishing budgets and bidding strategies and writing engaging ad copies, you can make sure that your Google Ads campaigns for Real Estate Businesses are successful. With these tips, you can ensure that your ads reach the right target audience and generate maximum ROI for your business. Here is an example of Brilliant Ad Copy in the Real Estate Market:

Ad Extensions

Here is a list of some common Google ad extensions along with featured examples for Real Estate Businesses:

Sitelink Extensions: Additional links displayed below the main ad copy that can direct users to specific pages on a real estate website, such as “Featured Properties,” “Contact Us,” or “Neighborhood Insights.”
Callout Extensions: Short snippets of text that highlight unique selling points of a real estate business, like “Luxury Homes,” “Waterfront Properties,” or “24/7 Customer Support.”
Call Extensions: Allows potential homebuyers to directly call the real estate business from the ad, facilitating immediate contact for inquiries or property viewing appointments.
Location Extensions: Displays the address and a map marker of the real estate agency’s office, making it easier for interested buyers to locate and visit their physical location.
Structured Snippet Extensions: Highlights specific offerings of the real estate business, such as “New Developments,” “Residential Rentals,” or “Commercial Properties,” showcasing the breadth of their services.
Price Extensions: Showcases a range of property prices offered by the real estate business, allowing users to quickly see available options within their budget, like “Starter Homes from $200,000” or “Luxury Estates from $1 million.”
Promotion Extensions: Highlights special offers or incentives provided by the real estate agency, such as “No Commission Fees for First-Time Buyers” or “Limited-time Discount on Closing Costs.”
App Extensions: Promotes the real estate agency’s mobile app, providing users with a direct download link to easily browse listings, schedule viewings, or receive personalized property recommendations.
Review Extensions: Displays positive reviews or testimonials from satisfied clients, reinforcing the credibility and reputation of the real estate business, like “5-Star Rated Agency” or “Highly Recommended by Homebuyers.”

Please note that the availability of specific ad extensions may vary based on factors like campaign type, account eligibility, and regional restrictions.

Learn More About Ad Extensions here:

Optimizing Your Campaigns

To get the most out of your Google Ads in the real estate industry, you need to optimize your campaigns. Continuously test different ad copies, refine your bidding strategies, and implement split testing to improve the performance of your campaigns. More on that below:

Testing Different Ad Copies

Testing different ad copies constantly is crucial to find messaging that resonates with your target audience. By crafting compelling ads, you can boost click-through rates and drive qualified traffic to your website.

To optimize your ad copies, consider incorporating the following strategies:

Highlight the unique selling points of your real estate business.
Focus on location-based keywords to target potential buyers in specific areas.
Include calls-to-action that encourage immediate action, like “Schedule a Viewing Now,” or “Learn More Today.”
Leverage ad extensions to provide additional information and boost click-through rates.
Select the right Google Ads campaign type for your specific goals and budget.

Optimizing Bid Prices

In a competitive and cutthroat world such as Real Estate, optimizing bid prices is essential to ensure you get the most out of your advertising budget. Here are a few strategies to consider:

Dive into Google Analytics and in-market segments: Analyze data from Google Analytics to gain insights into your audience’s preferences and behavior. Use these insights to spot in-market segments that are more likely to convert. Optimizing your bids for these segments can generate more qualified leads and maximize ROI.
Utilize Bid Adjustments: Bid adjustments are an excellent tool to refine your bid strategy. By specifying bid criteria such as device, location, or time of day, you gain more control and optimize your results. In the Real Estate market, this technique can be exceptionally valuable. Suppose your luxury property ads have a higher conversion rate on mobile devices. In that case, you can increase bids uniquely for mobile users to attract more qualified leads.
Monitor Competitor Activity: It’s important to keep a close eye on your competitors’ bidding strategies and adjust your bids accordingly. This will help you stay ahead of the competition and maintain visibility in areas with increased competition. It may also allow you to reduce costs if you can identify areas with low competition.
Test Different Bid Strategies: Explore the array of bid strategies available through Google Ads, including manual CPC (cost-per-click), target CPA (cost-per-acquisition), or maximize clicks, and experiment to identify the one that aligns best with your campaign goals and budget. For instance, if generating a certain number of leads within a specific cost range is your objective, then targeting CPA bidding might be a suitable option.
Adjust Bids Based on Conversion Data: To keep tabs on which keywords, locations, or demographics are leading to valuable conversions, continuously analyze conversion data. Make sure to boost bids for these high-converting segments to allocate your budget effectively. Conversely, if certain keywords or segments are not performing well, try to exclude them from the campaign or reduce bids.

Split Testing Campaigns

Split testing is an essential part of optimizing your Google Ads campaigns in the real estate industry. Split tests allow you to compare different versions of your ad (text, images, video) and determine which one produces better results. You can also experiment with different landing pages to maximize conversion rates. Here are a few tips to help you get started:

Start Small: Before running large-scale tests, begin with smaller experiments. Try different ad variations and compare the results. Move on to more ambitious projects once you have a better understanding of what works best for your audience.
Eliminate Guesswork: Don’t rely on guesswork or assumptions when creating ads – split testing is the best way to ensure your campaigns are optimized for maximum performance.
Track Your Results: Track the performance of each split test and analyze the data to identify which variations were more successful. This will help you adjust your campaigns accordingly and boost ROI.

Maximizing ROI from Google Ads in Dubai

To maximize ROI from Google Ads, consider the following resources and tips:

Use Negative Keywords: These are terms that are irrelevant to your business and can prevent your ads from showing to uninterested users.
Focus on Long-Tail Keywords: These specific keywords can help reach a more targeted audience and increase conversion chances.
Leverage Assets: Invest in high-quality images and videos of your properties, and optimize your landing pages for conversion.
Take Advantage of Specialized Platforms: Besides Google Ads, consider platforms like Facebook and Instagram to reach a broader audience.
Use Remarketing Lists for Search Ads (RLSAs): RLSAs allow you to customize your search ad campaigns for people who have previously visited your website.
Revisit Ad Quality: Improve your ad quality to enhance your ad performance.

Final Thoughts

In conclusion, Google Ads can provide numerous benefits to real estate businesses. By leveraging Google Ads, you can target specific audiences, track vital performance metrics, and increase your business’s overall digital visibility. This not only boosts your web traffic and conversions but also enhances your return on investment.

However, the landscape of Google Ads is dynamic and requires consistent optimization and management. This is where our agency comes in. As a Google Ads agency based in Dubai, we specialize in real estate advertising. Our dedicated team of professionals has extensive experience in selecting the right keywords, setting appropriate budgets, writing compelling ad copies, and continuously optimizing campaigns to ensure you get the most from your advertising spend.

Our intimate understanding of the local real estate market, combined with our in-depth knowledge of Google Ads, allows us to tailor your campaigns to your unique business needs and goals. Whether you’re a small boutique agency or a large real estate firm, we’re committed to helping you grow your business and succeed in the competitive Dubai real estate market.

Partnering with us means not only achieving your current marketing goals but also setting new, higher benchmarks for success. Through continual monitoring, testing, and refining, we’re dedicated to helping our clients utilize Google Ads to its full potential. With our agency by your side, mastering Google Ads and increasing your digital footprint becomes a much more attainable goal.