The Ultimate Guide to Google Ads for Real Estate Agents in 2025

Jerad Larkin
Jun 15
5 min read

Google Ads is one of the most powerful yet underutilized tools in a real estate agent's marketing toolbox. Whether you're brand new to advertising online or you're already running Meta ads, it's time to take a closer look at how Google Ads can help you generate higher-quality leads, build trust with your audience, and stay top of mind in your market. This guide breaks down everything you need to know to get started, maximize your ad spend, and run effective Google ad campaigns in 2025.

Why Google Ads Matter for Real Estate

Real estate professionals often gravitate toward Meta platforms (Facebook and Instagram) for advertising. They're visual, intuitive, and can deliver leads at a low cost. But here's the truth: most of those leads take a long time to nurture, and many are just not serious buyers or sellers.

Google Ads, on the other hand, reaches people at the exact moment they're searching for help. Whether someone’s typing “best realtor in Denver” or “homes for sale near Cherry Creek,” Google Ads puts you front and center. These are high-intent leads who are closer to taking action.

Even better? Google Ads gives you more precise targeting, especially now that Meta has restricted much of its housing ad capabilities.

Key Differences: Google Ads vs. Meta Ads

Feature	Google Ads	Meta Ads (Facebook & Instagram)
Targeting Radius	1-mile radius or privacy-safe areas	Minimum 15-mile radius
Audience Targeting	Homeowners, Renters, Buyers in Market	Limited demographic control
Lead Intent	High intent (search-based behavior)	Low-medium intent (interruption-based)
Lead Capture	Requires landing page	Native lead forms available
Ad Types	Search, Display, Video, Performance Max	Image, Video, Carousel, Lead Forms
Cost Efficiency	Higher cost per lead, higher quality	Lower cost per lead, lower quality

If you're tired of chasing cold leads, Google Ads may be your secret weapon.

Types of Google Ads You Can Run as a Real Estate Agent

1. Search Ads (PPC)

Search ads are classic text ads that appear at the top of Google search results. You bid on keywords like:

Best real estate agent in [City]
Homes for sale in [Neighborhood]
Sell my home fast in [City]

Pro Tip: Focus on keywords with strong buyer or seller intent. Avoid general terms unless you have a large budget.

2. Display Ads

Display ads show up on websites across Google’s vast network (over 35 million sites). Think banners and image ads that "follow" users around after visiting your site or clicking an ad.

Use Cases:

Brand awareness campaigns
Retargeting website visitors
Farming a specific neighborhood

3. Video Ads (YouTube)

Video ads are my personal favorite. You can run video ads before, during, or after YouTube videos. These are especially powerful for:

Local market updates
Just listed/sold property promos
Home valuation campaigns

Why YouTube Video Ads Work:

You only pay if someone watches 30+ seconds
You can call out your target audience in the first 5 seconds
Brand visibility even when skipped

4. Performance Max Campaigns

This is the "easy button" for agents. You upload your content (photos, videos, links), and Google automatically creates and distributes ads across all its networks (Search, YouTube, Gmail, Discover, etc.).

Great for:

Staying top of mind with your sphere
Farming campaigns
Database re-engagement

The $1/Day Strategy That Actually Works

One of the biggest myths in real estate marketing is that you need to spend thousands on ads to see results. Not true. With the right structure, even $1 a day can get your face in front of hundreds or thousands of people in your farm area.

Start here:

Create a Google Ads account at ads.google.com
Choose "Expert Mode" (skip Smart Campaigns)
Upload your custom database (minimum 1,000 Google users matched)
Set location targeting to 1-mile radius or privacy-safe neighborhood
Create a Performance Max or Video Views campaign

Run this for 7 days, then evaluate performance. Track impressions, clicks, and any leads that reach out.

Custom Audiences: Your Secret Weapon

In the past, you needed to spend $50,000+ to unlock Google’s custom audience targeting. Not anymore. Now, you can upload a CSV file with names, emails, phone numbers, and ZIP codes and Google will try to match them with known users.

Best audiences to upload:

Your past clients
Your farming neighborhood list
Leads from open houses or other platforms
People who’ve opted into your email list

If at least 1,000 people match, you can run ads directly to this list. Pair this with brand awareness video ads or “free guide” lead magnets to keep you top of mind.

Neighborhood Targeting for Farming

Unlike Meta, which restricts targeting to 15+ miles, Google lets you:

Target a 1-mile radius around an address
Target specific neighborhoods (if marked as privacy-safe)

This is a game-changer for agents focused on geo-farming.

Example: Want to dominate Hilltop in Denver?

Target the neighborhood in Google Ads
Shoot a quick video at Cranmer Park
Run a YouTube ad to that 1-mile radius with your market update or listing promo

It’s hyperlocal and feels personal. That’s how you stand out.

Targeting Options That Crush It for Agents

✅ Homeowners: People who currently own their home or condo

✅ Renters: Great for lender-partnered campaigns targeting first-time buyers

✅ In-Market for Residential Real Estate: Google knows when someone is actively searching to buy or sell

✅ Life Events > Purchasing a Home Soon: These are your soon-to-be buyers or sellers

You can mix and match these segments depending on your campaign goals.

What About Landing Pages?

Unlike Meta, Google Ads often require a website or landing page. You’re sending people somewhere after they click.

Don’t have one? Start with:

Homebot landing pages (home valuation)
Mailchimp landing page (free tool, easy to build)
LeadPages, Wix, or your CRM’s built-in options

Just make sure there’s a form to collect name, email, and phone. That’s where the magic happens.

The Big Mistake to Avoid

🚨 Never boost an organic YouTube video with ads if it’s already growing organically.

Why? If people start skipping it as an ad, it kills your watch time and signals to YouTube that it’s not worth promoting.

Instead: Create separate videos with the sole purpose of running them as ads.

Think short, punchy, and focused on one message.

Real Ad Example: Results from a $3/Day Campaign

Let’s break it down:

Budget: $3/day
Duration: 3 months
Total spend: $275
Impressions: 71,000+
Clicks: 2,350+
Cost per impression: Less than half a penny
Cost per click: ~$0.12

You can't get that level of targeted exposure anywhere else for this cost. Not Meta. Not mailers. Not even door knocking.

Final Thoughts

Google Ads gives real estate agents the tools to:

Generate high-quality leads
Build omnipresence in their market
Stay top of mind with their sphere and farm

Best of all? It’s scalable. You can start with $1 a day and grow from there.

If you’re ready to step up your marketing in 2025, it’s time to learn how to use Google Ads like a pro. The barrier to entry is lower than ever. The tools are in your hands.