If you are a realtor who relies only on referrals, yard signs, and portal leads, you are leaving money on the table. If you are a realtor who relies only on referrals, yard signs, and portal leads, you are leaving money on the table. With Google Ads for home sales, you can consistently attract high-intent buyers and sellers directly to your listings.
Ready to Elevate your Marketing Strategy?
Most buyers and sellers start their journey on Google. They search for things like:
- “homes for sale near me”
- “best realtor in [city]”
- “what is my home worth”
Google Ads lets you appear at the exact moment those searches happen.
In this guide, you will learn how to:
- Build a Google Ads strategy specifically for home sales
- Use proven real estate keyword lists for buyers and sellers
- Structure campaigns, write ads, and design landing pages that convert
Use AdSpyder to see what top agents in your market are running and reverse-engineer winning campaigns
1. Why Google Ads Should Be in Every Realtor’s Marketing Mix
Portals like Zillow and Realtor.com are useful, but they have serious drawbacks:
- You compete with a dozen other agents on every listing
- You have limited control over how you are presented
- Leads may not be exclusive or ready to talk
Google Ads gives you:
- Exclusive leads coming directly to your own site or landing pages
- Full control over your messaging, offers, and brand
- Precise targeting by location, keyword, device, and time
- Measurable ROI, from search query to closed transaction
If you want a predictable, scalable lead engine for your real estate business, Google Ads is one of the most effective tools you can use.
Also Read – Best Facebook Ads for Real Estate
2. Get the Fundamentals Right: Goals, Budget, Tracking
Before you touch keywords or write a single ad, get these three things clear.
2.1 Decide Who You Want to Attract
Pick one main focus to start:
- Buyer leads – people looking for homes in your area
- Seller leads – homeowners who want to know what their property is worth
- Investors – buyers looking for income properties or flips
- Niches – luxury homes, new construction, relocation, downsizers, etc.
You can (and should) eventually run campaigns for multiple segments, but focus on one first so your messaging stays sharp.
2.2 Map Out Your Funnel
Ask yourself:
- What counts as a lead? A form, a call, a booked appointment?
- What is your follow-up process once someone converts?
- How will you move leads from first contact to showing to closing?
Google Ads works best when it plugs into a clear sales process.
2.3 Set Up Tracking
At minimum, you should:
- Install the Google Ads tag and set up conversion tracking
- Track form submissions, calls, and appointment bookings
- Use call tracking or dynamic numbers if you rely heavily on phone leads
- Connect leads to your CRM so you can see which campaigns actually produce closings
Without tracking, you will be guessing instead of optimizing.
3. Real Estate Keyword Lists for Google Ads for Home Sales (Buyers, Sellers, Investors)
Now the part you were really looking for: keyword ideas you can use in your real estate Google Ads.
Important note: do not throw all of these into one campaign or ad group.
Group them into tight themes (ad groups) and write ads that closely match each cluster.
3.1 Core Buyer Keywords
These target people actively looking for homes to buy:
- homes for sale
- houses for sale near me
- homes for sale in [city]
- houses for sale in [city]
- real estate for sale [city]
- [city] real estate listings
- new homes for sale [city]
- [city] houses for sale by owner (if FSBO is part of your strategy)
- single family homes for sale [city]
- townhomes for sale [city]
Use these as core buyer ad groups, then layer on more specific clusters below.
Related – Realtor Brand Awareness Campaigns
3.2 Location-Focused Buyer Keywords
Hyper-local keywords often convert better and cost less:
- homes for sale in [neighborhood]
- [neighborhood] homes for sale
- [zip code] homes for sale
- houses near [school name]
- homes near [major employer / hospital / university]
- houses in [suburb] with [feature] (e.g., pool, fenced yard)
Create separate ad groups for your main neighborhoods and suburbs.
3.3 Property-Type Keywords
These capture people with a clear property type in mind:
- condos for sale in [city]
- apartments for sale [city]
- lofts for sale [city]
- duplex for sale [city]
- multi-family homes for sale [city]
- waterfront homes [city]
- lakefront homes [city]
- golf course homes [city]
- new construction homes [city]
- townhouses for sale in [city]
Each property type can be its own cluster with dedicated ads and landing pages.
3.4 Price-Range Buyer Keywords
Very useful in markets where price is a key filter:
- homes for sale in [city] under [price]
- houses under [price] in [city]
- luxury homes in [city] over [price]
- starter homes in [city]
- affordable homes in [city]
Use price-range landing pages with filtered listings or curated selections.
3.5 Seller and Listing Keywords
Do not ignore seller leads. They are often worth more than the buyers.
- sell my house [city]
- sell my house fast [city]
- how much is my house worth [city]
- home valuation [city]
- free home value estimate [city]
- list my house [city]
- best realtor in [city]
- top real estate agent [city]
- real estate agent near me
- real estate broker [city]
These should lead to seller-focused landing pages, not generic buyer pages.
3.6 Investor Keywords
If you work with investors, create dedicated investor campaigns:
- investment property [city]
- rental properties for sale [city]
- income property [city]
- duplex for sale [city]
- triplex for sale [city]
- fix and flip deals [city]
- foreclosure properties [city] (if you handle them)
- multi-unit properties [city]
Use different messaging here: cap rates, cash flow, and ROI instead of lifestyle.
3.7 “Avoid These” Renter Keywords (Add as Negatives if Needed)
If you do not want rental leads, add these as negative keywords:
- houses for rent
- apartments for rent
- homes for rent near me
- for rent [city]
- rental listings [city]
- cheap rent [city]
Also consider adding “Zillow”, “Craigslist”, “Trulia” as negatives if those clicks do not fit your strategy.
4. Match Types and Negative Keywords (Budget Protection 101)
A quick overview to keep your spend clean:
- Exact match: Use this for your highest-intent, most valuable phrases.
- Phrase match: Good for capturing close variants of your core phrases.
- Broad match: Use carefully, with strong negative lists and good conversion tracking.
Build negative keyword lists for:
- Renters (rent, rental, lease)
- Non-local searches (other cities you do not serve)
- Non-buyer/seller terms (jobs, careers, license, training, courses)
Review your search terms report weekly and add irrelevant queries as negatives.
5. Best Campaign Types for Realtors – Google Ads for Home Sales
5.1 Search Campaigns
Search campaigns are your bread and butter. Use them first.
- Group campaigns by goal (buyers, sellers, investors).
- Group ad groups by theme (city, neighborhood, property type).
- Direct each group to a relevant, matching landing page.
Must See – Retargeting Strategies for Property Buyers
5.2 Performance Max
Performance Max uses Google’s AI to show your ads across Search, Maps, Display, YouTube, Gmail, and Discover.
Use PMax when:
- Your tracking is solid
- You have strong creative assets (images, videos, headlines)
- You want broad reach beyond pure search
Keep your search campaigns running alongside PMax so you retain control over core keywords.
5.3 Display and Discovery
Use these to:
- Retarget site visitors who did not convert
- Promote special guides (first-time buyer guide, seller checklist)
- Reinforce your personal brand across sites your audience visits
5.4 YouTube Ads
YouTube is ideal for:
- Neighborhood tours
- Virtual walk-throughs
- Agent introductions and success stories
Link these campaigns to landing pages where prospects can request showings or valuations.
5.5 Call-Focused Campaigns
For highly urgent queries like “real estate agent near me” or “realtor [city],” call campaigns or call extensions let prospects connect with you instantly, especially on mobile.
6. Writing Real Estate Ads That Actually Get Clicks
Great keywords are useless if your ads are weak. Here is how to write copy that stands out.
6.1 Buyer-Focused Ad Copy
Key elements:
- Clear location
- Property type or benefit
- A reason to click now
Example framework:
- Headline: Homes for Sale in [City] from [Price]
- Headline: New Listings in [Neighborhood] Daily
- Description: See the latest homes for sale in [City]. Photos, prices, and neighborhood info. Book a private tour today.
6.2 Seller-Focused Ad Copy
Key elements:
- Value-focused message
- Proof or credibility
- Clear next step
Example framework:
- Headline: What Is Your [City] Home Worth?
- Headline: Sell Your Home in [City] for Top Dollar
- Description: Get a free, no-obligation home valuation and custom marketing plan from a local expert.
6.3 Use Ad Extensions
Boost performance with:
- Sitelinks: “Search [Neighborhood] Homes”, “Free Home Valuation”, “Schedule a Call”
- Callouts: “Local Expert”, “New Listings Daily”, “No Obligation Consultation”
- Structured Snippets: Areas served, property types, special services
- Location Extension: Show your office address and map pin
- Call Extension: Make it easy for mobile users to call in one tap
6.4 Use AdSpyder for Creative Inspiration
With AdSpyder, you can:
- See live ads from other agents in your area
- Spot which hooks, offers, and proof points they use
- Identify patterns in language and layout that appear often
- Build a swipe file to inspire your own unique ads
You do not copy; you learn what the market is responding to and then do it better.
7. Landing Pages That Turn Clicks into Leads
Every effective Google Ads campaign for home sales has one thing in common: tailored landing pages.
7.1 Buyer Landing Pages
Make sure you include:
- Headline that matches the keyword (“Homes for Sale in [Neighborhood]”)
- Featured listings or a live search module
- Filters for price, bedrooms, and property type
- A simple lead form (“Get full details”, “Schedule a tour”, “Get alerts for new listings”)
- Local information: schools, commute, amenities, neighborhood vibe
7.2 Seller Landing Pages
Focus on:
- Instant or fast valuation tool
- Clear explanation of your process and marketing plan
- Social proof (reviews, testimonials, recent sales)
- A short form (“Get your custom home value report”)
- Strong call to action above the fold
7.3 Technical Must-Haves
- Mobile-friendly design
- Fast load time
- Click-to-call buttons
- Easy-to-complete forms
- Fully set up conversion tracking
8. Targeting, Bidding, and Budget for Realtors
8.1 Geo Targeting
Start by:
- Targeting your city and key suburbs
- Using radius targeting around high-value neighborhoods
- Excluding locations where you do not want leads
8.2 Device and Schedule Adjustments
- Bid more aggressively on mobile if you get a lot of calls
- Increase bids during evenings and weekends when home searches spike
- Reduce bids or pause during low-intent hours if your data supports it
8.3 Bidding Strategies
For most new realtor campaigns:
- Start with Maximize Conversions or Manual CPC while you gather data
- Move to Target CPA or Target ROAS when you know your average lead value and close rate
Always monitor your cost per lead and cost per closing—not just cost per click.
9. Retargeting and Nurture: Catch the “Not Yet Ready” Leads
Most people need multiple touchpoints before they act. Retargeting helps you gain a headstart ahead of them.
9.1 Retargeting Audiences
Create audiences for:
- People who viewed listing pages
- People who visited your valuation page
- People who started but did not complete your form
Show them tailored display or YouTube ads that remind them to finish what they started.
9.2 Email and CRM Nurture
Combine Google Ads with email campaigns:
- Weekly “new listings” emails
- Monthly market updates
- Seller-focused education sequences
Tag leads based on the campaign or page they came from so your follow-up is relevant.
10. How AdSpyder Fits Into Your Google Ads Strategy
AdSpyder is the intelligence layer that makes every other part of your Google Ads strategy smarter.
With AdSpyder, you can:
- Discover which real estate keywords competitors bid on
- See actual Google Ads copy and landing pages used in your market
- Identify what offers and hooks are most common (and which are missing)
- Track changes over time to stay ahead of new competitors and trends
Instead of guessing:
- Which neighborhoods to target first
- How to structure your messages
- What kind of landing pages convert
You can learn from what is already working for others and adapt it to your brand.
Check Out – Real Estate Lead Generation Ads
11. Common Mistakes Realtors Make with Google Ads –
Avoid these if you want to protect your budget:
- Bidding only on broad, generic keywords like “real estate”
- Sending all traffic to your homepage or a portal profile
- Running campaigns without conversion tracking
- Ignoring negative keywords and wasting spend on renters or irrelevant searches
- Using the same message for buyers and sellers
- Turning off campaigns too quickly before enough data is collected
12. Bringing It All Together – Google Ads for Home Sales
Google Ads, done right, can become a steady source of:
- Motivated buyers looking for homes in your exact area
- Serious sellers ready for a valuation and listing conversation
- Investors hunting for deals only you can show them
The formula looks like this:
- Clear goal (buyer, seller, investor, niche)
- Tight keyword clusters with strong long-tail coverage
- Ad copy that matches search intent and highlights your local expertise
- Dedicated landing pages for each audience segment
- Smart targeting, bidding, and retargeting
- Competitive intelligence from AdSpyder to continually refine and stay ahead
Start with one focused campaign, get it profitable, and then layer on additional segments and neighborhoods. With consistent testing and optimization, Google Ads can shift from an experiment into one of your most reliable and measurable sources of real estate business.
