Qualified buyers for your project through Google Ads.
Project name and location searches, Performance Max and Display, lead forms with pre-qualifying questions and audience extension, set up to send your sales team screened enquiries.
Construction/Real Estate + Google Ads: common problems
- Our enquiries are undecided; too many of them say "I'm just looking"
- Our Google Ads budget is draining away and ROAS is poor
- We cannot reach high-budget investors
Construction/Real Estate + Google Ads: why it works differently
In residential and development sales, the funnel is long, contacts are few and a single sale can cover the whole monthly advertising budget. This structure turns the usual digital metrics upside down: increasing the number of forms is easy; the hard part is making sure the person filling in the form is really a buyer. A large share of the sign-ups that development ads attract come from neighbours curious about prices, competing firms, estate agents and people whose budget does not match the project. When the sales team loses time calling this list, the real cost of advertising shows up not in clicks but in staff hours. So the aim of the set-up is not cheap sign-ups but screened ones; in other words, the real optimisation here happens in the form itself, before the ads dashboard.
The second difficulty is where demand will come from. The name of a new development is hardly searched for in the first months; search volume only builds as promotion progresses. In this period, demand comes not from the project name but from general searches such as "flat for sale + district", an area where the big property portals are strong and click costs run high. The third difficulty is measurement: in property, the decision is made by phone and in the sales office. When someone who came from an ad fills in the form and visits the office three weeks later, the budget is allocated blindly if it was not recorded which campaign the sale came from. Geographic targeting is also subtler than it looks; buyers often do not live in the district where the development is. Limiting targeting to the area around the project leaves out, unseen, buyers who are looking to invest and live in another city.
In practice, the campaign structure is built in layers. Searches for the project name and the brand are defended in their own campaign, because that is where intent is highest. Alongside this come search campaigns focused on location and flat type, then Performance Max to widen reach and a Display set-up that brings back people who have visited the site before. The form itself is designed as a screening tool: by asking about budget range, number of rooms, flat type and timing of purchase, the list that goes to the sales team is filtered from the start. On the audience side, a list of existing buyers who have consented to marketing communication is given to Google as a targeting signal through Customer Match. Finally, phone calls, form submissions and conversions in GA4 are tracked together, and the budget is shifted according to this data.
Construction/Real Estate + Google Ads: what the package delivers
Scope in writing, process step by step, results reported. The fee depends on scope, number of channels and, for ads, the ad budget; a written proposal follows the first call.
- 01 Search + PMax + Display campaign structure
- 02 Location-based geographic targeting
- 03 Pre-qualifying lead form (budget, rooms, flat type, timing)
- 04 Customer Match (consented customer list) and refined targeting
- 05 Phone and form conversion tracking
| Scope item | What it is for |
|---|---|
| Search + PMax + Display campaign structure | Splits different levels of intent into separate campaigns. Search meets the warmest demand, Performance Max widens reach and Display brings back those who browsed the site and left; the budget can then be broken down by role. |
| Location-based geographic targeting | Determines in which areas the ads are shown. As well as the area around the project, the cities and neighbourhoods where buyers actually live are taken into account; budget spent in irrelevant areas is cut. |
| Pre-qualifying lead form (budget, rooms, flat type, timing) | Turns the form into a screening step. When budget range, number of rooms and timing of purchase are asked, the list going to the sales team gets smaller, but the chance of each enquiry turning into a meeting rises. |
| Customer Match (consented customer list) and refined targeting | Because Google has retired similar audience segments, a list of customers who have consented to marketing communication is given directly as a targeting signal; the system uses this list to expand to similar profiles on its own. |
| Phone and form conversion tracking | Shows which campaign produces real contact. Because property decisions move largely by phone, measurement that only counts forms falls short; calls and forms are tracked together. |
The tools behind the Construction/Real Estate + Google Ads package
| Platform | Its role in this package |
|---|---|
| Google Ads | The main panel where campaign, budget and targeting decisions are made; the Search, PMax and Display layers are managed from here. |
| Google Lead Form | Collects sign-ups inside the ad without taking the user to the site; the pre-qualifying questions are also set up on this form. |
| Google Display Network | Reaches people who visited the site and left again with display ads; keeps the project in mind throughout a long decision period. |
| GA4 Enhanced Conversions | Matches conversions more completely; this data shows which campaign and which search produced real contact. |
Construction/Real Estate + Google Ads: frequently asked questions
How much ad budget do we need?
It depends on the size of the project, the target area and the sales timetable. Because homes are high-value, the maths is done on the value of a single sale; we share a recommended budget range in writing after reviewing your account and sales target.
How is enquiry quality improved?
With a pre-qualifying form: budget range, number of rooms, investment or owner-occupation, and purchase timing. Unqualified enquiries are filtered out at the form stage.
How do you reach high-budget investors?
In Google Ads, people searching for the project and location come first; Customer Match with a list of customers who have consented to marketing, plus audience signals, is added on top. Meta and LinkedIn can be considered as complementary channels where needed.
Performance Max or Search?
Search for project and brand queries. For generic terms such as "Gaziantep homes for sale", Performance Max and Display together. The split is adjusted based on test results.
What is a Google Ads lead form?
A Google Ads lead form is an ad format that collects contact details and form answers within the ad, without taking the user to the website. In property campaigns we set this form up as a screening step: it asks about budget range, number of rooms, flat type and purchase timing. The list that reaches the sales team gets shorter, but the chance of it turning into a meeting goes up.
Why is Google Ads used in property marketing?
In property marketing, Google Ads is used to reach people who are searching for a project name, location or flat type and who already show buying intent through their search. In housing sales the funnel is long and a single sale is worth a lot, so the aim here is not cheap leads but screened leads that reach the sales team. That is why we defend project and brand searches in a separate campaign, track phone calls and form submissions together, and shift budget to the campaigns that produce real contact.
What determines the cost?
The service fee depends on the number of projects and campaigns, the scope of form and tracking set-up and the target areas. Ad spend is paid to Google separately.
What do you need from us?
Project details (flat types, floor areas, completion date, price range), images and site plan, access to Google Ads and GA4, and a sales team to follow up enquiries. Customer Match only uses lists of customers who have consented to marketing.
Book a free 30-minute initial call
We look at where things stand today for this package and give you three concrete recommendations. The first 30-minute call is free; the scope of an on-site discovery, and its fee if any, is agreed in writing during that call.