Google Ads offers real estate agents a powerful way to reach motivated clients through hyper-targeted advertising. In this guide, I’ll break down the basics of Google Ads, focusing on how to get started, what types of ads to run, and the best practices for generating leads and brand awareness in the competitive real estate market.
This post is based on a class I recently taught, and I’ve also included an embedded video at the end for those who prefer a more visual explanation. Let’s dive in!
Why Google Ads Matter for Real Estate Agents
Google Ads provides the ability to target high-intent leads. Unlike social media ads that focus on awareness and broader engagement, Google Ads connects you directly with people actively searching for services like yours. Think about someone searching for “homes for sale in Cherry Creek” or “best real estate agent in Denver”—these are your potential clients looking to take action.
Key Benefits of Google Ads:
🎯 Precise Targeting: Target specific neighborhoods, demographics, and even life events like “moving soon.”
📈 High Intent Leads: Capture leads actively searching for real estate-related services.
💡 Flexible Ad Types: Utilize search, display, and video ads to meet different goals.
💰 Cost-Effective Options: Start small with as little as $1/day while testing strategies.
Understanding Google Ads Basics
Google Ads can seem complex at first, but breaking it down into simple steps makes it manageable. Here’s how to get started:
1. Creating Your Google Ads Account
Visit ads.google.com and sign up.
Choose “Expert Mode” for more control over your campaigns.
2. Choose the Right Campaign Type
Search Campaigns: Text-based ads that appear in Google search results. Perfect for targeting keywords like “buy a home in [City].”
Display Campaigns: Visual ads that follow users across websites and apps. Great for brand awareness.
Video Campaigns: YouTube ads with high engagement potential, especially for showcasing listings or market expertise.
The Power of YouTube Ads for Real Estate
YouTube, owned by Google, offers a unique advantage for real estate marketing. Video ads can appear before, during, or after content your audience is already watching.
Types of YouTube Ads:
Skippable Ads: Viewers can skip after 5 seconds. You’re charged only if they watch 30+ seconds.
Non-Skippable Ads: Guaranteed viewership up to 20 seconds.
In-Feed Ads: Ads appear in YouTube search results or on the homepage.
Pro Tip: Focus on skippable ads for cost efficiency. Capture attention in the first 5 seconds with a strong hook like:“🏡 Thinking of buying a home in Denver? Let’s talk!”
Setting Up a Google Ads Campaign
Let’s walk through the setup process for a basic campaign:
1. Define Your Objective
Choose from options like:
Website traffic (drive visitors to your landing page).
Leads (generate inquiries through forms or calls).
Brand awareness (reach a larger audience).
2. Set Your Budget
Start small—Google Ads allows you to spend as little as $1 per day. Be sure to set an end date to control costs.
3. Target Your Audience
Use radius targeting to zero in on neighborhoods.
Leverage in-market segments to reach users actively searching for homes.
Consider life events like “moving soon” or “buying a home.”
Advanced Targeting Strategies
One of the most exciting aspects of Google Ads is its advanced targeting capabilities. Here are a few examples tailored for real estate:
1. Target Homeowners and Renters
Reach homeowners in specific neighborhoods for seller leads.
Engage renters interested in first-time homebuyer classes.
2. Use Privacy-Safe Neighborhood Targeting
Google allows targeting specific areas smaller than a zip code. For example, you can focus on areas like Cherry Creek or Hilltop to dominate a niche market.
3. Upload Custom Audiences
If you’ve been to my Meta Ads class, you know the power of uploading email lists for targeting. Google Ads offers a similar feature, but access depends on your account’s ad spend history.
Google Ads vs. Facebook Ads: Which Is Better?
Both platforms have their strengths, and the choice often depends on your goals:
Feature | Google Ads | Facebook Ads |
Targeting | Hyper-specific neighborhoods | Minimum 15-mile radius |
Lead Intent | High (search-driven) | Medium (discovery-driven) |
Cost per Lead | Higher | Lower |
Ideal Use Case | High-intent leads, branding | Awareness, mass lead generation |
For best results, I recommend using both platforms to complement each other. Start with brand awareness ads on Facebook, then retarget high-intent audiences on Google.
Optimizing Your Google Ads Campaign
Here’s how to make sure your campaigns perform well:
1. Use Compelling Ad Copy
Craft headlines and descriptions that resonate with your audience. Use tools like ChatGPT to generate ideas quickly.
2. Focus on the First 5 Seconds
For video ads, the first 5 seconds are critical. Use a clear call-out like:“👋 Hi, Denver homeowners! Thinking of selling? Watch this!”
3. Monitor and Adjust
Review metrics like cost-per-click (CPC) and click-through rate (CTR). Adjust targeting, bids, and creatives based on performance.
Examples of Google Ad Campaigns for Real Estate
1. Just Listed Video Ad
Showcase a newly listed property with a video targeting the surrounding neighborhood.
2. Home Valuation Ad
Run a search campaign targeting keywords like “What’s my home worth?” and drive traffic to your valuation landing page.
3. Market Update Video Ad
Share monthly updates tailored to a specific neighborhood to establish expertise and stay top of mind.
Final Thoughts
Google Ads offers endless possibilities for real estate agents to reach their ideal audience. Whether you’re looking to generate leads, build brand awareness, or promote specific properties, the platform provides the tools you need to succeed.
For a deeper dive, check out the video embedded below. I walk through the setup process step-by-step, so you can confidently launch your first campaign.
Questions? Contact Me:
📞 303.630.9430
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