Decades back, real estate agents spend most of their time cold-calling or postcard mailing. These were the only few ways through which they could market their business and property listings to real estate clients.
Fast forward to today, many tools have emerged through which a real estate brokerage can put their business in front of potential clients in a much more effective and affordable way. And out of the many amazing marketing tools available for real estate agents, Google Ads is one of the most powerful.
In this guide, we’ll be walking you through how to use Google Ads as a successful lead-generation tool for your real estate business. So, all the real estate agents who want to boost their business exposure and connect with more clients, make sure to read this blog till the end!
Understanding the Basics of Google Ads for Real Estate Business
PPC Advertising
Pay-per-click advertising is a digital marketing model where you only pay when someone clicks your ad. It’s cost-effective, easy to manage, and can get your business fast results. Because of these benefits, PPC has become one of the most popular ways for businesses to drive traffic to their websites.
Google Ads
Google Ads is a platform of PPC that displays the ads of a business on Google’s search engine results page. On Google Ads, you can set a budget for your ad campaign, create ads targeting specific keywords, and pay only when someone clicks on your ad.
Google Ads is widely used by real estate brokerages in Mississauga to target the right audience, generate leads, and increase brand awareness. The biggest benefit of using Google Ads for real estate business is its wide reach. More than 95% of search traffic goes through Google and millions of people use Google every day to look for houses, real estate services, and related information.
Unlike traditional methods like flyers or billboards, Google Ads allows real estate businesses to run targeted campaigns. You can also track the performance of your campaigns, see how many clicks your ads generate, and measure your return on investment (ROI).
Google Ads usually operates on an auction basis. This means when a real estate client enters a search query, Google runs an auction to figure out which ads will appear in the search results. An ad’s placement on the search results is decided based on the -
Ad quality - ad relevance, landing page experience, and expected click-through rate
Bid Amount
Strategies to Make the Most of Google Ads for Your Real Estate Business
Decide Who You're Trying to Reach with Your Ads
By knowing exactly who your real estate brokerage is trying to reach, you can tailor your ads to your ideal clients’ specific needs and interests. This means your ads will be more relevant and engaging, leading to a higher click-through rate and a better return on your advertising spend.
2. Carefully Select the Keywords and Copy That Will Work Best
Google Ads has a limit on the amount of text you can write for your ad copy. There are character limits for each part of your ad and it’s important that you stick to them to ensure your Google Ad displays correctly. This is why you must strategically choose the right keywords and words for the ad copy to effectively target your ideal audience.
The ad copy should mention exactly what the users are searching for. For instance, if you’re targeting homebuyers looking for “houses for sale in Mississauga under $700K,” there is no point mentioning “top real estate brokerage.” This target audience is more likely to click on a heading with the exact keyword or a variation like “affordable houses in Mississauga under $700K.”
Make sure you also keep the following considerations in mind when choosing the right keywords for your Google ad campaign -
Don’t use negative keywords in your Google ad copy i.e. terms you don’t want to rank for. For instance - if you’re targeting homebuyers in Mississauga, don’t mention “Toronto” in the ad copy.
Try to use long-tail keywords in the ad copy of your real estate business. Long-tail keywords are more descriptive and have lesser competition as compared to short-tail keywords.
3. Identify Key Performance Indicators (KPIs) to Track Performance
Without defined KPIs, it’s difficult to determine if your Google Ad campaigns are actually helping you achieve your goals. KPIs provide a clear picture of how your ads are performing and whether you’re getting a good return on your investment (ROI).
There are many KPIs you can track in Google Ads but it’s important to choose a few that are most relevant to your goals. Here are some common KPIs your real estate brokerage can choose to track -
Leads Generation - The total number of leads generated through your Google Ads campaigns.
Cost Per Lead - The average amount you spend to get a new lead.
Click-Through Rate - The percentage of potential real estate clients who view your ad and click on it.
Website Traffic - The total number of visitors your website receives from your Google Ads campaigns.
Conversion Rate - The percentage of website visitors who take a desired action such as contacting you or scheduling a showing.
Return on Ad Spend - A measure of the revenue generated for every dollar spent on your Google Ads campaigns.
Once your copy is written and KPIs decided, you can post the Google Ad. As your Google Ad campaigns start running, keep a close eye on the key metrics to understand your ad’s performance and update your ads accordingly.
Use Google Ads for Your Real Estate Brokerage in Mississauga Today
Google Ads is giving real estate agents an amazing opportunity to enhance the reach of their business like never before. So, instead of buying leads or waiting for your phone to ring, run a Google Ad campaign today to get a valuable lead source easily and cost-effectively.
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