Google Ads can bring qualified buyers and sellers directly to your real estate business. But most agents burn through their budget without much to show for it.
The problem isn't Google Ads itself. It's how you're using it.
After managing hundreds of real estate PPC campaigns, we've seen the same mistakes happen repeatedly. And they're expensive. We're talking about wasted ad spend, poor lead quality, and campaigns that just don't convert.
This guide breaks down the 9 biggest Google Ads mistakes real estate agents make and shows you exactly how to fix them.
1. Targeting Broad, Generic Keywords
Most real estate agents start their Google Ads campaigns by bidding on keywords like "homes for sale" or "real estate agent."
Here's the issue: these keywords cost a fortune and attract people who aren't ready to work with you yet.
When someone searches "homes for sale," they're usually just browsing. They might not even be in your area. And you're competing with Zillow, Realtor.com, and every other major real estate platform with massive budgets.
How to fix it:
Focus on location-specific, intent-driven keywords instead. Think "3 bedroom homes for sale in [your neighborhood]" or "sell my house fast in [your city]."
These searches come from people who are further along in their decision-making process. They know what they want and where they want it. Your cost per click drops, and your conversion rate goes up.
Use negative keywords too. Add terms like "jobs," "careers," "salary," and "for rent" to filter out irrelevant searches. This alone can save you hundreds of dollars monthly.
2. Sending Traffic to Your Homepage
Your homepage isn't designed to convert Google Ads traffic.
Think about it. Someone searches "how to sell my house without a realtor in Austin" and clicks your ad. They land on your homepage with your smiling headshot, a generic tagline, and links to your blog, listings, and about page.
What should they do next? It's not clear. So they leave.
How to fix it:
Create dedicated landing pages for each campaign. If you're running ads for buyer leads, your landing page should focus entirely on helping buyers. If it's seller leads, talk about your listing process and recent sales.
Keep it simple:
Landing pages convert 5-10 times better than homepages because they're focused on one action. Learn more about high-converting landing pages for real estate.
Cost Per Click: Generic vs Targeted Keywords
See how much you can save with location-specific keywords
3. Writing Weak Ad Copy
Most real estate Google Ads say the same thing: "Buy Your Dream Home Today!" or "Experienced Real Estate Agent."
These ads don't stand out. They don't give people a reason to click on your ad instead of the one right below it.
How to fix it:
Be specific. Use numbers. Address pain points.
Instead of "Experienced Real Estate Agent," try "Sold 47 Homes in [Neighborhood] Last Year - Free Market Analysis."
Instead of "Find Your Dream Home," try "3-Bed Homes Under $400K in [Area] - See New Listings First."
Include a clear call-to-action: "Schedule a Showing," "Get Your Home Value," or "Download Our Buyer's Guide."
Test different ad variations. Google's responsive search ads let you test multiple headlines and descriptions to see what best.
4. Ignoring Ad Extensions
Ad extensions are free additional information you can add to your ads. They make your ads bigger, more visible, and more useful.
Most real estate agents either don't use them or set them up once and forget about them.
How to fix it:
Use every relevant extension:
Ads with extensions get higher click-through rates and better ad positions at the same cost. They're worth the 15 minutes it takes to set them up properly.
5. Setting and Forgetting the Campaign
You can't launch a Google Ads campaign and ignore it for months.
Your competitors adjust their bids. New keywords become relevant. Market conditions change. If you're not actively managing your campaigns, you're wasting money.
How to fix it:
Check your campaigns weekly. Look at:
Monthly, review your overall performance and budget allocation. Are buyer leads cheaper than seller leads? Should you shift budget from one campaign to another?
Set up conversion tracking from day one. You need to know which clicks turn into actual leads and which are just burning your budget.
Google Ads Bidding Strategy Impact
Of ad budget wasted on manual CPC without optimization
Better ROI with automated bidding focused on conversions
Time needed for AI to optimize your campaigns effectively
6. Using the Wrong Bidding Strategy
Google offers multiple bidding strategies, and choosing the wrong one can kill your results.
Many agents use "Maximize Clicks" because it sounds good. But clicks don't pay your bills. Conversions do.
How to fix it:
Start with "Manual CPC" when you're testing. This gives you control while you figure out which keywords work.
Once you have enough conversion data (usually 30+ conversions per month), switch to "Maximize Conversions" or "Target CPA" (cost per acquisition). These automated strategies use Google's machine learning to bid more aggressively on searches likely to convert.
But here's the catch: automated bidding only works if your conversion tracking is set up correctly. If it's not, you're teaching Google to optimize for the wrong thing.
7. Competing in Markets You Can't Afford
Some real estate markets are brutally expensive for Google Ads. In major cities, clicks for competitive keywords can cost $50-100 or more.
If you're a solo agent competing against teams and brokerages with massive budgets, you'll lose.
How to fix it:
Get specific with your targeting. Instead of competing for "Los Angeles real estate agent," focus on "Silver Lake home buyer specialist" or "Echo Park listing agent."
Target long-tail keywords that bigger competitors ignore. These searches have lower volume but much better intent and lower costs.
Consider geographic targeting at the neighborhood level. You don't need to advertise across an entire metro area if you specialize in specific communities.
Look for underserved niches: first-time homebuyers, downsizing seniors, investment properties, luxury condos. Specialized positioning helps you stand out and reduces competition.
8. Not Tracking Phone Calls
Most real estate leads come from phone calls, not form fills.
If you're only tracking form submissions in Google Ads, you're missing most of your conversions. This makes your campaigns look less effective than they actually are, and it prevents Google's automated bidding from working properly.
How to fix it:
Set up call tracking. Use Google's call extensions with call reporting, or use a third-party service like CallRail or CallTrackingMetrics.
These tools give you unique phone numbers for each campaign. When someone calls, you know exactly which ad they clicked and which keyword they searched.
This data is critical. You might discover that certain keywords drive tons of calls but few form fills. Without call tracking, you'd pause these keywords thinking they don't work.
Import your call conversions back into Google Ads so the platform's algorithms can optimize for them.
Mobile Usage in Real Estate Search
The mobile revolution and what it means for your ads
9. Forgetting About Mobile Users
Over 60% of real estate searches happen on mobile devices. But many real estate Google Ads campaigns are still optimized for desktop.
If your landing pages load slowly on mobile or your forms are hard to fill out on a phone, you're losing leads.
How to fix it:
Test your landing pages on your phone. Can you read the text without zooming? Is the form easy to complete? Does the page load in under 3 seconds?
Use click-to-call buttons prominently on mobile. Most mobile users would rather call than fill out a form.
Create mobile-preferred ads that specifically address mobile users: "Call Now for a Showing Today" or "Text Us for New Listings."
Adjust your mobile bid adjustments based on performance. If mobile converts well, increase bids. If it doesn't, decrease them.
Google gives you data on mobile vs. desktop performance. Use it.
Making Google Ads Work for Your Real Estate Business
These nine mistakes cost real estate agents thousands of dollars every month. But they're all fixable.
Start by auditing your current campaigns against this list. Pick the two or three issues that are likely costing you the most money and fix those first.
Google Ads works for real estate. But it requires strategy, ongoing management, and optimization based on real data, not guesswork.
FAQs
How much should real estate agents spend on Google Ads?
Real estate agents should budget between $1,000 to $3,000 per month for Google Ads to see meaningful results. In competitive markets, you may need $5,000 or more monthly. Start with at least $1,500 per month to gather enough data for optimization. Your budget depends on your market, competition level, and lead goals. A good rule is to spend enough to generate 30-50 clicks per week minimum.
What is a good cost per lead for real estate Google Ads?
A good cost per lead for real estate Google Ads ranges from $25 to $150, depending on your market and lead type. Buyer leads typically cost $40-$100 each, while seller leads can run $75-$200. Luxury markets see higher costs of $150-$300 per lead. The key metric is cost per closed transaction, not just cost per lead. If you spend $100 per lead but close one in ten, that's $1,000 in ad spend per deal, which works for most agents.
Do Google Ads work for real estate agents?
Yes, Google Ads work for real estate agents when set up correctly. They deliver targeted leads from people actively searching for homes or agents in your area. The platform lets you target by location, property type, and buyer intent. However, success requires proper keyword selection, compelling ad copy, dedicated landing pages, and ongoing optimization. Agents who treat Google Ads as "set it and forget it" waste money. Those who actively manage campaigns see strong ROI.
How long does it take to see results from real estate Google Ads?
You'll start getting clicks and leads within days of launching Google Ads, but meaningful results take 60-90 days. The first month is for testing and gathering data. Month two is for optimization based on what's working. By month three, you should see consistent lead flow and know your true cost per lead. Google's automated bidding strategies need 30+ conversions to work effectively, which is why patience matters. Don't judge your campaign's success in the first two weeks.
What keywords should real estate agents use in Google Ads?
Real estate agents should use location-specific, intent-driven keywords. Focus on phrases like "[neighborhood] homes for sale," "sell my house in [city]," "[area] real estate agent," and "condos for sale in [location]." Add property-specific terms like "3 bedroom homes," "waterfront properties," or "luxury estates." Avoid generic terms like "real estate" or "houses" that cost more and convert poorly. Use long-tail keywords that show clear intent, such as "how to sell my house fast in [city]" or "first-time home buyer agent [area]."
Should I hire someone to manage my Google Ads or do it myself?
Hire a professional if you value your time and want better results. Managing Google Ads properly takes 5-10 hours weekly for keyword research, ad testing, bid adjustments, and conversion tracking. Most agents don't have this time and lack the technical expertise. A good agency costs $500-$2,000 monthly but typically reduces your cost per lead by 30-50% while increasing lead volume. Do it yourself only if you're willing to learn the platform deeply and commit to weekly management.
What's the difference between Google Ads and Facebook Ads for real estate?
Google Ads targets people actively searching for real estate services right now, while Facebook Ads targets people based on demographics and interests who might buy or sell eventually. Google Ads generates higher-intent leads but costs more per click. Facebook Ads are cheaper and better for brand awareness but require more nurturing. For immediate lead generation, Google Ads wins. For building a long-term audience, use Facebook. Most successful agents use both platforms strategically.
How do I track if my Google Ads are actually bringing in clients?
Set up conversion tracking in Google Ads to monitor form submissions, phone calls, and important page visits. Use call tracking software like CallRail to assign unique numbers to each campaign. Connect your CRM to track which leads close into actual transactions. Create a simple spreadsheet tracking ad source, lead date, and outcome for every lead. Ask new clients how they found you. Most importantly, use UTM parameters on your landing page URLs so Google Analytics shows exactly which campaigns drive results.
Can I run Google Ads in multiple cities as a real estate agent?
Yes, you can run Google Ads in multiple cities, but it requires higher budgets and separate campaigns for each location. Create individual campaigns for each city with location-specific keywords and landing pages. Budget at least $1,000-$1,500 per city monthly. Don't spread $2,000 across five cities because you won't get enough data to optimize. Start with your primary market, prove ROI, then expand. If you serve multiple neighborhoods in one metro area, that's different and can work within a single campaign structure.
What's the best landing page for real estate Google Ads?
The best landing page for real estate Google Ads matches the ad's promise and has one clear goal. For buyer leads, showcase available listings with a simple search tool or contact form. For seller leads, highlight your recent sales, offer a free home valuation, and include a short form. Every landing page needs a clear headline, brief explanation of your offer, trust signals like testimonials or certifications, and one strong call-to-action. Remove navigation menus and links that distract from the main action. Mobile optimization is critical since most clicks come from phones.
Why am I getting clicks but no leads from my Google Ads?
You're getting clicks but no leads because of poor keyword targeting, weak landing pages, or irrelevant ad copy. Check if your keywords are too broad and attracting the wrong audience. Review your landing page—is it confusing, slow to load, or asking for too much information? Make sure your ad copy matches what's on the landing page. Add negative keywords to filter out irrelevant searches. Test your forms on mobile devices. Sometimes the issue is technical, like broken tracking or forms that don't submit properly. Run a complete campaign audit to identify the disconnect.
How many Google Ads should I run at once for real estate?
Run 2-3 ads per ad group to start, testing different headlines and descriptions. Don't create 10 variations right away because you won't get enough data on each. Google's responsive search ads let you enter multiple headlines and descriptions, then automatically test combinations. Start with 3-5 ad groups (buyer leads, seller leads, neighborhood-specific, etc.) with 2-3 ads each. Once you find winners, pause underperformers and create new variations. Quality beats quantity—three excellent ads outperform ten mediocre ones.
Is Google Ads better than Zillow for real estate leads?
Google Ads and Zillow serve different purposes. Zillow provides ready-made leads but you're competing with other agents for the same prospects, and you don't control the lead quality or cost. Google Ads gives you exclusive leads from people searching for services, but requires more setup and management. Zillow works for agents who want turnkey lead generation and don't mind competition. Google Ads works better for agents who want exclusive leads and are willing to invest in proper campaign management. Many successful agents use both strategically.
Get Expert Help with Your Real Estate Google Ads
Managing Google Ads takes time and expertise. Between showing properties, handling transactions, and prospecting, most agents don't have hours each week to optimize campaigns.
That's where KeyGrow comes in.
We specialize in Google Ads management for real estate professionals. Our team handles everything from keyword research and ad creation to landing page optimization and conversion tracking.
We've helped real estate agents across the country reduce their cost per lead by an average of 40% while increasing lead volume. Our campaigns are built on real estate industry best practices and constantly optimized based on performance data.
Whether you're new to Google Ads or frustrated with your current results, we can help. We offer done-for-you campaign management, strategy consulting, and campaign audits.
Ready to stop wasting money on Google Ads and start getting real results?
Contact KeyGrow today for a free campaign audit. We'll review your current setup, identify opportunities, and show you exactly how we'd improve your results.
