Solved: Best Practices for Google Ads in Luxury Real Estate?

Hi there,

Happy to give you some initial thoughts and guidance on your Google Ads strategy for targeting the luxury real estate market. It's definitely a smart move to take control of your advertising, and with a few tweaks, you should be able to generate some high-quality leads.

We'll need to look at geo-targeting

First thing I'd say is to look at refining your geo-targeting. You're absolutely right to focus on specific areas, but it's worth drilling down even further. Instead of just targeting your city, zoom in on the specific postcodes where you're most likely to find million-dollar properties. This will ensure that your ads are only being shown to the most relevant audience, saving you money and increasing your chances of generating a qualified lead.

Think of it this way: someone searching for "luxury homes" in a postcode with an average property price of £200,000 isn't your ideal customer. By focusing on high-value postcodes, you're ensuring that your ad spend is concentrated on the people most likely to be interested in what you have to offer. You could also consider using radius targeting around specific points of interest, such as golf courses, exclusive shopping areas, or prestigious schools.

You probably already know which areas have the most expensive houses. I'd say start with them.

I'd say you should use the right keywords

You're on the right track with keywords like "luxury homes," but you'll need to get a lot more specific if you want to attract high-quality leads. Think about the phrases that potential buyers and sellers would actually use when searching for properties. For example, instead of "luxury homes," try "waterfront property for sale," "golf course estates," "homes with swimming pools," or "best schools near [upscale neighbourhood]." I'd say these kinds of keywords should work better.

Also consider long-tail keywords, which are longer, more specific phrases that people use when they're further along in the buying process. For example, "three bedroom house with a garden in [upscale neighbourhood]" or "modern apartment with a view in [city centre]." These keywords may have lower search volume, but they're more likely to attract highly qualified leads who are ready to take action.

I'd recommend using Google's Keyword Planner to research different keyword options and see what kind of search volume they generate. You can also use it to identify related keywords that you may not have thought of.

You probably should use negative keywords

Don't forget about negative keywords! These are words or phrases that you don't want your ads to show up for. For example, if you only sell properties over £1 million, you could add "cheap," "affordable," and "rental" as negative keywords to prevent your ads from showing up to people who are looking for lower-priced properties or rentals.

I'd say a good way to find negative keywords is to look at your search terms report in Google Ads. This report shows you the actual search queries that triggered your ads. If you see any irrelevant search terms, add them as negative keywords to prevent your ads from showing up for them in the future.

You'll need to think about ad copy

Your ad copy is what will ultimately convince people to click on your ads, so it's important to make it compelling and relevant. Highlight the unique features and benefits of the properties you're selling, and use strong calls to action to encourage people to take the next step.

For example, instead of just saying "Luxury homes for sale," try something like "Stunning waterfront estates with panoramic views. Schedule a private showing today!" Or, "Exclusive golf course properties in [city]. Find your dream home now!"

I'd recommend split testing different ad copy variations to see which ones perform best. Experiment with different headlines, descriptions, and calls to action to find the winning combination.

You'll need to optimise your landing page

When someone clicks on your ad, they should be taken to a landing page that's relevant to their search query and that provides them with the information they're looking for. Make sure your landing page is well-designed, easy to navigate, and optimized for conversions.

I'd recommend including high-quality photos and videos of the properties you're selling, as well as detailed descriptions of the features and amenities. You should also include a clear call to action, such as "Schedule a showing" or "Contact us for more information."

A good idea here might be to optimise your landing page for mobile devices, as many people will be searching for properties on their phones or tablets.

We'll need to test different ad formats

Google Ads offers a variety of different ad formats, including text ads, image ads, and video ads. I'd recommend testing out different ad formats to see which ones perform best for your target audience.

For example, image ads can be a great way to showcase the beauty and luxury of the properties you're selling. Video ads can be used to create a virtual tour of a property or to tell a story about the lifestyle it offers.

Text ads are often the most effective for generating leads, as they're highly targeted and provide potential buyers with the information they need to make a decision.

I'd say you should track your results

It's really important to track your results so you can see what's working and what's not. Google Ads provides a wealth of data that you can use to optimize your campaigns. Track your click-through rates, conversion rates, cost per lead, and return on ad spend to see how your campaigns are performing.

I'd also recommend using Google Analytics to track website traffic and user behavior. This will give you valuable insights into how people are interacting with your website and what you can do to improve their experience.

I've detailed my main recommendations for you below:

Running your own Google Ads campaign can be a great way to generate high-quality leads for your luxury real estate business. However, it takes time, effort, and expertise to do it right. It might be a good idea to book in with an agency for an hour or two of their time, they should be able to point you in the right direction.

If you're struggling to see results or if you're simply too busy to manage your campaigns yourself, you might want to consider working with an experienced agency. We've helped several businesses in similar markets drive results.

I remember one campaign where we helped a software client acquire 3,543 users at £0.96 cost per user through Google Ads. I also recall another instance where we significantly reduced costs for a medical job matching SaaS through Google Ads, bringing it down from £100 to £7 CPA.

We'd be happy to offer you a free consultation to discuss your specific needs and goals. During this consultation, we can review your current strategy, identify areas for improvement, and provide you with a customized plan for success. Please feel free to reach out if you have any further questions.