Looking for a faster way to connect with serious buyers and motivated sellers? Google Ads remains one of the most effective tools real estate agents can use to generate high-quality leads from people already searching for homes. These are high-intent users, people typing phrases like “Scottsdale homes for sale” into Google, actively looking for their next move.
This step-by-step guide is designed to help agents set up a basic Google Ads search campaign from scratch, even if they’ve never run digital ads before.
At its core, Google Ads is a pay-per-click (PPC) platform that lets you bid on specific search terms. When someone looks up a phrase you’ve targeted, like “Scottsdale homes for sale,” your ad can appear right at the top of the results page. You only pay when someone clicks, making it a smart way to put your listings or services in front of people who are already interested.
Setting Up Google Ads for Real Estate
1. Set Up Your Google Ads Account
To get started, head to ads.google.com and sign in using your Google account. Click on “Start Now” and then choose “Create your first campaign.” You’ll be guided through a series of setup steps to establish your account and begin customizing it for real estate marketing.
Begin by entering your business name and website URL. This helps Google connect your campaign to your online presence.
You’ll also have the option to include your phone number, which can be used in your ads later, and link other platforms like your Google Business Profile or YouTube channel to create a more connected ad experience.
When asked to choose a campaign objective, select “Leads”. This tells Google that you want to attract potential buyers or sellers who are ready to take action.
Set your campaign goal to “Submit lead form,” but choose the option to set up the form manually later so you have more control over the content and design.
Next, define your target location, which can be a specific city, region, or ZIP code where you want your ads to appear. This ensures that your ads are shown to people searching for real estate in the exact areas you serve. Then, set your language preference, which is typically English unless your target audience speaks another language.
Skip creating ads and assets at this stage. You’ll have a chance to come back and build those out after your campaign settings are finalized.
For your bidding strategy, select “Maximize conversions.” This allows Google’s machine learning to focus on delivering results that are more likely to turn into leads, such as form submissions or calls.
After that, set a daily budget that fits within your marketing plan. You can start small and adjust later as you gather performance data.
Lastly, enter your billing information by creating a payment profile. This step is required to activate your campaign and begin running ads.
Pro Tip: Make sure your website is ready before you send any traffic to it. Have a working lead capture form or a visible click-to-call button. If visitors can’t easily contact you, even the best ad won’t deliver results.
2. Create Your First Search Campaign
With your account set up, you’re ready to launch your first Google Ads search campaign. Follow these steps to keep your focus on generating leads from people actively searching for real estate services:
- Choose a campaign goal: Select “Leads” to let Google know your primary objective is to capture inquiries, such as contact form submissions or calls.
- Select the campaign type: Choose “Search.” This makes certain your ads appear on Google search results when someone types in relevant keywords. Search campaigns are ideal for reaching people with a strong intent to buy or sell.
- Adjust network settings: Uncheck the “Display Network” option. Keeping your campaign limited to search results helps ensure your budget is spent reaching users who are specifically searching for real estate terms, not just browsing other websites.
- Set your location target: Enter the areas where you want your ads to show. You can target specific cities, ZIP codes, or define a custom radius. For example, if you’re working in Scottsdale, Paradise Valley, or parts of Phoenix, you can target those individually.
- Choose your language: Unless you’re working with multilingual clients, stick with English to keep your targeting simple and accurate.
- Establish your daily budget: Start with a budget in the range of $10 to $25 per day. This gives Google enough flexibility to gather data and generate leads, while allowing you to monitor performance and adjust based on results.
- Select your bidding strategy: Use the “Maximize conversions” bidding strategy initially. This approach leverages Google’s automated system to generate the highest number of leads within your budget. After collecting sufficient data, you might switch to a Target CPA (cost per acquisition) strategy to better manage your cost per lead.
3. Set Up Ad Groups & Keywords
This stage determines the specific search queries that will trigger your ads. Organizing your ad groups effectively and selecting appropriate keywords enables Google to connect your ads with the audience most likely to be interested.
Organize by Intent with Ad Groups
Divide your campaign into separate ad groups based on what the person searching is likely looking for. This keeps your ads more relevant and improves performance.
Here are some useful ways to organize:
- Buyers – Target people searching for homes to purchase
- Example keywords: Homes for sale in Scottsdale, buy a house in Phoenix
- Sellers – Reach homeowners looking to list their property
- Example keywords: What’s my Paradise Valley home worth?, Sell my house in Phoenix
- Property Types or Features – Focus on specific home styles or features
- Example keywords: Luxury homes Scottsdale, Ranch homes in Scottsdale
Choose the Right Keyword Match Types
Use keyword match types to control how closely a user’s search must match your keywords:
- Phrase match (use quotation marks, e.g., “Scottsdale homes for sale”)
Shows your ad when searches include that exact phrase with some slight variations. - Exact match (use brackets, e.g., [sell my house Paradise Valley])
Triggers your ad only for searches that match the keyword exactly or very closely. - Avoid using broad match when starting, as it can lead to your ad showing for irrelevant searches, resulting in wasted clicks.
Set Up Negative Keywords
Filter out search terms that attract the wrong type of traffic. These are words or phrases that indicate someone is not looking to buy or sell a home, or may not be the ideal client you want to work with.
Some common ones to exclude:
- Craigslist
- Cheap homes (unless that’s specifically what you’re targeting)
- Rent
- By owner
Use Google’s Keyword Planner
Explore Google’s built-in Keyword Planner to discover new keyword ideas, see average monthly search volumes, and get a sense of how competitive each term is. This can help you refine your ad groups and improve targeting accuracy.
4. Write Your Ad Copy
Writing strong ad copy is essential to getting clicks from serious buyers and sellers. Your message should connect with local searchers and clearly show why you’re the right agent to help them.
Focus on your audience. Speak directly to the needs of your local market. Whether you’re targeting buyers or sellers, your ads should highlight what sets you apart and guide users toward taking action.
Sample ad structure for buyer-focused campaigns:
Headlines: Use up to 15 headlines and include a mix of keywords, benefits, and calls to action. Here are examples:
- Headline 1: Include your main keyword
Example: Scottsdale Homes For Sale - Headline 2: Use something timely or helpful
Example: Listings Updated 3 Mins Ago - Headline 3: Add a call to action
Example: View Listings Today or Browse Homes In HD Photos
Descriptions: You can write up to four descriptions. Make them clear, helpful, and focused on value.
- Description 1: Show the benefit
Example: Browse new listings in Scottsdale. Updated daily. - Description 2: Offer flexible search options
Example: Search By Area, Price, Neighborhood, Property, Bedrooms, Baths, Lot Size & More.
Tips for better results:
- Include the maximum number of headlines and descriptions permitted by Google to provide the system with a wider variety of options to optimize and test.
- Try out new headlines and variations every few months to see what performs best over time.
Good ad copy not only improves your click-through rate but also helps attract the kind of leads that are most likely to convert.
5. Add Ad Extensions (Assets)
Once your ad copy is ready, adding ad extensions can make your ads stand out and provide more value to potential clients. Begin with sitelinks that guide users to important sections of your website, such as property searches, seller resources, or client testimonials.
Then include callout extensions with short phrases like “Local Expertise” or “No Hidden Fees” to quickly highlight what makes your services trustworthy and appealing. Structured snippets allow you to showcase specific offerings such as “Buyer Services,” “Seller Services,” or “Luxury Homes,” giving searchers a clear idea of what you provide.
As well, adding a call extension makes it easy for mobile users to tap and call you directly from the ad. These extensions not only increase the chances that people will click on your ad but also improve your Quality Score, helping your campaign perform better and lowering your overall costs.
6. Set Up Conversion Tracking
Before you hit “Go” on your Google Ads campaign, there’s one essential step you can’t skip: setting up conversion tracking.
Your campaign setup might look ready, but don’t start running ads just yet. Pause the campaign until conversion tracking is fully implemented—it won’t impact your performance but will make a big difference in your results. Conversion tracking tells you which keywords, ads, and ad groups are actually driving leads, giving you the insights you need to optimize your ad spend.
How to set it up:
- In Google Ads, go to Goals > Conversions > Summary.
- Google may create a goal for you, but it won’t track anything without the proper code.
- If you’re working with a website provider like Sierra or Real Geeks, you’ll likely need to send them the Google tag or tracking snippet. You can find our full instructions here.
- For other providers (like BoldTrail—formally KV Core—or iHouse Web), contact their support team for help.
- Alternatively, you can use Google Analytics (GA4), link it with Google Ads, and import your conversion goals.
Using Lofty? Here’s a simplified setup guide.
Bottom Line: Don’t run your campaign until conversion tracking is in place. It’s the key to making smarter ad decisions.
7. Launch, Test & Optimize
After your campaign is live, give it about 7 to 10 days to gather enough data before making any major adjustments. During this period, keep an eye on key metrics to understand how your ads are performing and where improvements can be made. Focus on the following areas:
- Click-through rate (CTR) to see how well your ads are attracting clicks
- Cost per lead (CPL) to monitor your spending efficiency
- Quality Score to ensure your ads and keywords remain relevant
- Search terms report to discover the actual phrases users are typing
Use this information to add negative keywords that filter out irrelevant traffic and adjust your bids or budgets to prioritize the best-performing ad groups. This ongoing process of testing and optimizing helps you improve results and get the most value from your Google Ads campaign.
To Sum Up…
Google Ads offers a fast and efficient path to connect with motivated buyers and sellers who are actively searching for real estate opportunities. While launching your first campaign is a great start, success comes from continuously refining your ads and targeting to make every dollar count. Begin with a focused search campaign in your key service area, learn from the results, and build from there.
If you’re ready to take the next step and want expert guidance to set up your real estate ads the right way, reach out to our team for a free consultation and discover how we can help you attract more qualified leads and grow your business with confidence.