How to Start Running Google Ads for Real Estate: Lead Generation Setup Guide
Complete beginner's guide to setting up Google Ads for real estate professionals, including budget recommendations and lead capture strategies.
Starting Google Ads for real estate from scratch requires getting the foundations right before spending a dollar. The wrong account structure, keyword match types, or landing page will drain your budget and generate zero leads. This step-by-step guide walks you through setting up your first real estate campaign the right way.
Step 1: Set Up Conversion Tracking First
This is the most commonly skipped step and the most important. Without conversion tracking, you're flying blind. You won't know which keywords, ads, or targeting settings are generating leads.
Required Conversions to Track
- !Form submissions: Track every contact form, home valuation, and listing alert signup separately
- !Phone calls: Use Google's call forwarding number to track calls from ads
- !Thank you page views: Set up conversion on the post-form confirmation page
- !Click-to-call from mobile: Track taps on phone number links
Step 2: Build Your Campaign Structure
Starter Campaign Architecture
Step 3: Choose the Right Keywords
| Target | Primary Keywords | Match Type |
|---|---|---|
| Sellers | "sell my house [city]," "home value [city]" | Exact + Phrase |
| Buyers | "homes for sale [city]," "realtor [city]" | Exact + Phrase |
| Investors | "investment property [city]," "rental property [city]" | Exact |
Step 4: Build Your Landing Pages
Each campaign needs a dedicated landing page that matches the ad's promise. Sending all traffic to your homepage kills conversion rates.
Landing Page Formula
- Headline: Match the ad keyword exactly ("Sell Your [City] Home — Free Valuation")
- Sub-headline: State the core benefit ("Know what your home is worth in 60 seconds")
- Form: 3–4 fields maximum (name, phone, email, address)
- Social proof: "247 homes sold in [city] — see what neighbors got"
- CTA button: "Get My Free Valuation" (action-oriented, specific)
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