A practical Google Ads strategy for real estate projects in India. Learn keyword selection, campaign structure, landing pages, budgets, and optimisations that drive site visits and bookings, not junk leads.
Why Google Ads Is the Most Misused Channel in Real Estate
Google Ads is often referred to as the “best channel” for real estate. It captures intent. It’s measurable. It scales.
Yet many builders burn budgets here faster than anywhere else.
Why? Because Google Ads is treated like a lead machine, not an intent capture system.
Google doesn’t create demand. It harvests existing demand.
If your setup ignores this, you’ll pay for clicks that were never meant to convert.
What Makes Google Ads Different for Property Buyers
Indian property buyers use Google when they are:
- Actively researching
- Comparing options
- Shortlisting locations
- Checking prices, possession, and builders
This makes Google Ads powerful but unforgiving.
If your keywords, ads, or landing pages are vague, Google will happily send traffic that looks busy but converts poorly.
The Real Estate Google Ads Funnel (Reality Check)
Most teams imagine:
Search → Lead → BookingIn reality:
Search → Relevance Check → Shortlisting → Enquiry → Validation → Site VisitYour Google Ads strategy must support shortlisting, not force bookings.
The 5-Part Google Ads Strategy That Actually Works
High-performing builders structure Google Ads around five non-negotiables:
Keyword Intent
→ Campaign Structure
→ Ad Messaging
→ Landing Page Experience
→ Post-Click Follow-UpLet’s break each down with on-ground context.
1️⃣ Keyword Strategy: Intent Beats Volume Every Time
Narrative reality
Most wastage happens at the keyword level.
Broad keywords like:
- “flats in Mumbai”
- “apartments near me”
…are expensive and early-stage.
What works better (High-Intent Keywords)
- “2 BHK in Andheri West price”
- “Ready possession flats Pune”
- “Affordable homes near Metro Noida”
These users are closer to action.
Practical keyword buckets
- Location + Configuration
- Price / Budget qualifiers
- Ready possession / possession year
- Builder or project-specific searches
Lower volume, far higher conversion.
2️⃣ Campaign Structure: Stop Mixing Intent Levels
Narrative reality
Many accounts dump all keywords into one campaign.
This makes:
- Optimization impossible
- Budget control weak
- Reporting misleading
Recommended structure
- Campaign 1: High-intent Search (Exact / Phrase)
- Campaign 2: Location discovery (Phrase)
- Campaign 3: Brand & project terms
- Campaign 4: Remarketing (RLSA / Display / YouTube)
Each campaign has a different job.
3️⃣ Ad Copy: Filtering Is More Important Than Attraction
Narrative reality
Ads that overpromise attract clicks—but repel conversions.
High-converting ad copy includes:
- Starting price
- Exact location or micro-market
- Possession status
- Strong qualifier (“For end-users”, “Limited inventory”)
This discourages mismatched users before they click.
Good ad copy reduces junk by design.
4️⃣ Landing Pages: Where Google Ads Win or Die
Narrative reality
Sending Google traffic to:
- Homepage
- Generic project page
- Slow-loading sites
…kills conversion.
Google Ads landing pages must:
- Match the keyword intent exactly
- Show price range clearly
- Highlight location map & connectivity
- Offer WhatsApp as primary CTA
- Load fast on mobile
Mismatch between keyword → ad → page = wasted spend.
5️⃣ Post-Click Follow-Up: Google Leads Are Time-Sensitive
Narrative reality
Google leads are hotter than Meta leads, but also more impatient.
Best practices:
- Auto WhatsApp in seconds
- Call within 5 minutes
- Reference the exact search intent
Example:
“You searched for 2 BHK in Andheri West – sharing details for available units.”
Relevance matters as much as speed.
Why Display & YouTube Alone Don’t Work for Sales
Display and YouTube are:
- Awareness tools
- Retargeting channels
They rarely convert cold traffic to bookings.
Use them to:
- Support search
- Retarget visitors
- Reinforce trust
Never expect them to replace Search.
Budget Allocation That Makes Sense (Indicative)
| Channel | % Allocation |
|---|---|
| Search (High Intent) | 50–60% |
| Search (Discovery) | 15–20% |
| Remarketing | 15–20% |
| YouTube / Display | 5–10% |
Budgets should follow intent, not trends.
The Metrics That Actually Matter for Google Ads
Forget vanity metrics.
Track:
- Cost per qualified lead
- Lead → Site Visit %
- Site Visit → Booking %
- Cost per booking
Google Ads success is measured after the click, not at the click.
Common Google Ads Mistakes Builders Must Avoid
- ❌ Chasing low CPL
- ❌ Using broad match blindly
- ❌ Ignoring negative keywords
- ❌ Sending traffic to generic pages
- ❌ Judging performance in isolation from sales
Any one of these can kill ROI.
Final Thought
Google Ads is not a magic tap for bookings.
It’s a precision tool.
When intent, messaging, landing pages, and follow-up align,
Google Ads becomes the most predictable sales channel in real estate.Misalign any one element and costs spiral.
FAQs – Google Ads for Real Estate
Are Google Ads better than Meta for real estate sales?
Google captures existing demand; Meta creates demand. Best results come from using both together.
What is a good CPL for Google real estate ads in India?
CPL varies widely. Focus on cost per booking instead.
Should I use broad match keywords?
Only with strong negatives and data. Exact and phrase match work better initially.
How fast should Google leads be contacted?
Within 5 minutes for best conversion.
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