Google Ads For Real Estate Agents

If you’re a real estate agent, you’ve probably tried a bit of everything to get leads, portals, flyers, social media, referrals. The problem is simple: most of those channels are either too slow, too broad, or too expensive for the quality of leads they bring in.

Google Ads is different.

When someone types “real estate agent near me” or “buy house in [your suburb]” into Google, they’re not browsing. They’re ready to talk to someone. That’s why, when it’s set up properly, Google Ads can become one of the most reliable and measurable sources of vendor and buyer enquiries you have.

In this guide, we’ll walk through how Google Ads for real estate agents actually works, how to set up campaigns the right way, and how we at AGR Technology structure, optimise, and manage campaigns so they generate consistent, qualified leads, not just clicks.

If you’d rather have experts handle it, you can also reach out to us at any point and we’ll map out a Google Ads plan tailored to your area and price point.

Book a free consultation call with AGR Technology to see how we can help scale your brand with proven online marketing strategies

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Why Google Ads Matter For Real Estate Agents Today

Google has become the first place people go when they’re thinking about buying, selling, or renting property. That moment, when they search, is where Google Ads comes in.

Here’s why it matters for real estate agents:

• You show up when intent is highest

People searching for “list my house”, “real estate agent in [suburb]”, or “property management [city]” are actively looking for help. You’re not interrupting them: you’re answering them.

• You can control who sees your ads

With Google Ads, we can target by:

• Suburbs and postcodes
• Radius around your office
• Time of day and day of week
• Device (mobile vs desktop)
• You only pay when someone clicks

Unlike print or portal branding, you’re not paying just to “be seen”. You pay when someone actually engages.

• Everything is trackable

We can see which keyword drove a phone call, which ad drove a valuation request, and what it cost. That makes it much easier to decide what to scale and what to cut.

Done well, Google Ads can help you:

• Get more listing appointments in your core suburbs
• Attract high-intent buyers for open homes
• Grow property management portfolios with landlord leads

At AGR Technology, we build campaigns specifically around those goals, not generic traffic.

How Google Ads Works In Plain Language

Google Ads is essentially an auction for attention on the search results page.

Here’s the basic flow:

1. Someone types a search into Google

For example: “sell my house fast [suburb]”.

1. Google runs a quick auction

It looks at all advertisers who want to show for searches like that and compares:

• Their maximum bid
• The quality of their ad
• How relevant their landing page is

1. The best combinations win the top spots

You don’t always need the highest bid. A well-written, relevant ad with a strong landing page can often beat a sloppy, expensive one.

1. You pay when someone clicks

That’s why it’s called pay-per-click (PPC). Our job is to make sure the people clicking are the right people, potential sellers, buyers, or landlords, and that more of those clicks turn into enquiries.

There are different campaign types (search, display, Performance Max, and more), but for most agents, well-structured search campaigns are the backbone of a lead-generation strategy. We’ll cover that next.

Setting Up Your First Campaign The Right Way

The way your first campaign is set up has a huge impact on whether you get leads or just burn budget. We focus on structure, relevance, and tracking from day one.

Campaign Types That Work Best For Real Estate

For most real estate clients, we usually recommend starting with:

• Search campaigns

These show text ads on Google when someone searches keywords like “real estate agent [suburb]” or “rental property management [city]”. They’re usually the most reliable for direct leads.

• Call-only or call-extension focused campaigns

Ideal if you want phone enquiries directly from the ad, especially during business hours.

We may later layer in:

• Remarketing (display) to re-engage past site visitors (for example, people who viewed your “Sell” page but didn’t enquire).
• Performance Max once we have enough data and want broader coverage across Google’s network.

We’ll never throw you into every campaign type at once. We start with what’s most likely to generate qualified enquiries first.

Organizing Campaigns And Ad Groups By Intent

A common mistake is mixing everything into one “Real Estate” campaign. That makes it almost impossible to see what’s actually working.

Instead, we separate campaigns and ad groups by intent, for example:

• Sellers / listing leads

Keywords like “real estate agent [suburb]”, “sell my house [suburb]”, “property appraisal [suburb]”.

• Buyers

Keywords like “houses for sale [suburb]”, “buy house [city]”, “units for sale [suburb]”.

• Property management / landlords

Keywords like “property manager [suburb]”, “rental management [city]”, “lease my property”.

Each ad group then focuses on a tight set of related keywords and sends traffic to the most relevant landing page.

This structure makes it easier to:

• See which part of the funnel is working (sellers vs buyers vs landlords)
• Adjust bids and budgets based on value (listing leads are usually worth more)
• Write ads that speak directly to what the searcher wants

If you’d like us to review your existing account structure, we’re happy to do a quick audit and share practical fixes.

Smart Keyword And Targeting Strategies For Local Real Estate

Keywords and targeting are where most of the wasted spend happens. The goal isn’t to show up for everything, it’s to show up for the right searches from the right people.

Building A Local Keyword List

We start by mapping out how people actually search in your market. Typical categories include:

• Brand + location searches

People already looking for your agency or agents by name.

• Service + suburb searches
• “real estate agent [suburb]”
• “best realtor [suburb]”
• “property manager [suburb]”
• Problem / intent-based searches
• “how much is my house worth [suburb]”
• “sell my house fast [city]”

We also build a strong negative keyword list to block irrelevant searches such as jobs, training, or properties in areas you don’t service.

Our focus is on high-intent phrases that suggest someone is close to contacting an agent, not just browsing property news.

Using Location, Audience, And Device Targeting

Getting targeting right ensures your budget goes to people who can actually work with you.

We typically:

• Limit ads to your core service area

By suburb, postcode, council area, or radius around your office.

• Use audience signals

Such as “in-market for residential real estate” or “renters” when it’s relevant, to guide smart bidding.

• Adjust bids by device

In many markets, seller leads convert strongly on mobile. We adjust bids accordingly and make sure mobile landing pages load fast and are easy to use.

If you’d like help building a clean, profitable keyword and targeting plan, we can handle the research and implementation for you.

Writing High-Converting Real Estate Ads

Strong targeting gets your ad seen. Strong copy gets the right people to click, and contact you.

Crafting Compelling Headlines And Descriptions

Good real estate ad copy is specific, local, and benefit-driven. When we write ads for agents, we focus on:

• Using suburb and area names

“Trusted Real Estate Agent in [Suburb]” performs better than a generic “Top Real Estate Agent”.

• Highlighting what sets you apart
• Local sales record
• Days on market
• Auction clearance rate
• Experience with a particular property type (apartments, lifestyle, acreage)
• Clear calls to action

Examples:

• “Book a Free Property Appraisal Today”
• “Request a Rental Assessment in 60 Seconds”
• “Call Now For A Local Market Update”

We also use ad extensions like:

• Call extensions for one-tap calling on mobile
• Sitelinks to “Sell”, “Buy”, “Rent”, “Appraisal” pages
• Location extensions so your agency address shows in the ad

These often lift click-through rates and give people more ways to contact you.

Optimizing Landing Pages For Conversions

Even the best ad will struggle if the landing page doesn’t match the promise or is hard to use.

For real estate lead generation pages, we focus on:

• A clear, matching headline

If the ad offers a “Free Property Appraisal in [Suburb]”, the page should say exactly that.

• Simple, mobile-friendly forms

Ask only for what you need to follow up: name, email, phone, property address, and maybe timeline.

• Trust signals
• Recent sales in the area
• Testimonials from local vendors or landlords
• Team photos and clear contact details
• Fast load times

Slow pages kill conversions, especially on mobile. We optimise for speed and clarity.

At AGR Technology, we often collaborate with your web team, or handle the landing pages ourselves, so the full journey from search to enquiry feels seamless.

Budgeting, Bidding, And Tracking What Actually Works

Google Ads only makes sense if the numbers stack up. That means setting realistic budgets, choosing the right bidding strategy, and tracking results properly.

Setting A Realistic Starter Budget

Budgets depend on your market size, competition, and how aggressive you want to be. As a ballpark, many local agents start with a monthly budget in the low four figures and adjust from there.

We usually:

• Start with enough budget to generate statistically useful data (not just a handful of clicks)
• Allocate more to higher-value campaigns (seller / landlord leads)
• Pause or trim any keywords that burn spend without converting

The goal is to prove return on ad spend quickly, then scale what’s working.

Tracking Leads, Calls, And Form Fills

If you can’t see where leads come from, it’s impossible to optimise.

We set up:

• Call tracking from ads and from your website
• Form submission tracking for appraisal requests, contact forms, and rental enquiries
• Conversion tracking for key actions like “click-to-call” on mobile

All of this data feeds back into Google Ads and our reporting, so you can see:

• Which keywords drive actual enquiries
• Which campaigns generate listing appointments
• What your cost per lead looks like

Using Data To Refine And Scale Your Campaigns

Once tracking is in place, we review performance regularly and make adjustments such as:

• Adding new high-performing keywords and pausing poor ones
• Adjusting bids based on device, time of day, and location
• Testing new ad copy, offers, and landing page layouts

We share this data with you in plain language, so you always know what’s happening with your budget and what we’re doing to improve results.

If you want a team to actively manage and optimise your campaigns, not just set them up and disappear, this is exactly what we do at AGR Technology.

Common Google Ads Mistakes Real Estate Agents Should Avoid

We see a lot of agents try Google Ads, decide “it doesn’t work”, and walk away. In most cases, the problem isn’t the platform, it’s how the campaigns were set up.

Some of the most common issues we fix:

• Broad, untargeted keywords that match to irrelevant searches (jobs, training, other cities)
• One generic campaign trying to cover buyers, sellers, and landlords all at once
• No negative keywords, so you pay for traffic you’d never want as a client
• Sending all traffic to the homepage instead of relevant landing pages
• No conversion tracking, so you’re guessing what works
• “Set and forget” campaigns that run for months without optimisation

Avoiding these mistakes alone can make a huge difference to your cost per lead. If you suspect your current agency or setup is wasting spend, we’re happy to provide an independent review.

Conclusion

Google Ads for real estate agents isn’t about chasing clicks. It’s about being in front of the right person, at the right moment, with the right message, and turning that moment into a lead you can actually work with.

When campaigns are structured around intent, targeted to your local area, backed by strong landing pages, and managed with clear tracking, Google Ads can become a predictable source of listings, buyers, and landlord enquiries.

At AGR Technology, we specialise in building and managing Google Ads campaigns for real estate professionals who want:

• More qualified seller and landlord leads
• Less wasted spend on low-quality traffic
• Clear reporting and numbers they can trust

If you’d like help getting your first campaign set up properly, or turning an underperforming account into a consistent lead source, get in touch with us today. We’ll review your market, your goals, and your current setup (if you have one), then outline a practical plan, in plain language, to start generating better leads from Google.

Frequently Asked Questions About Google Ads for Real Estate Agents

What is Google Ads for real estate agents and how does it generate leads?

Google Ads for real estate agents is a pay-per-click platform that shows your text ads when people search terms like “real estate agent near me” or “sell my house [suburb].” Because searchers already have high intent, well-structured campaigns can turn those clicks into listing appointments, buyer enquiries, and landlord leads.

How should real estate agents structure Google Ads campaigns for best results?

Structure campaigns by intent rather than lumping everything into one “Real Estate” campaign. Create separate campaigns or ad groups for sellers, buyers, and property management, each with tightly themed keywords and matching landing pages. This makes it easier to control budget, write relevant ads, and see which segment actually produces profitable leads.

What budget do I need to start Google Ads for my real estate agency?

Budget depends on your area’s competition and goals, but many local agents start in the low four figures per month. The key is having enough budget to collect meaningful data, prioritizing high‑value seller and landlord campaigns, and pausing keywords that spend without generating calls, form fills, or appraisal requests.

How long does it take for Google Ads to work for real estate agents?

You can start getting clicks and enquiries within days, but real performance usually stabilizes over several weeks. Initial data helps refine keywords, bids, and ad copy. Most agents see clearer cost‑per‑lead numbers and scalable results after one to three months of consistent optimization and proper conversion tracking.

Is Google Ads better than Facebook Ads for real estate lead generation?

They serve different purposes. Google Ads captures people actively searching for an agent or property right now, often producing higher‑intent seller and landlord leads. Facebook Ads is stronger for brand awareness and nurturing audiences. Many agencies use both, but if you want immediate, high‑intent enquiries, Google Ads is usually the primary channel.

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