Estate agents and property
Google Ads for estate agents: vendors and landlords, not browsers
Google Ads for estate agents should bring in valuation requests from people thinking of selling and landlords looking for a letting agent, because those are the instructions that earn fees. Buyers and renters mostly search property portals. We run search and Meta campaigns for estate and letting agents focused on vendor and landlord intent, with valuation requests tracked through to instructions.
In short
- Vendor and landlord intent
- Valuation requests tracked to instruction
- Local areas set by your patch
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Pay for the searches that produce fees
| Search intent | Worth paying for? | Why |
|---|---|---|
| "Sell my house", "house valuation" in your area | Yes | Vendors are the instructions agents earn from |
| "Letting agent", "landlord services" in your area | Yes | Landlord instructions bring recurring management fees |
| "Estate agents near me" | Often | Mixed: vendors and buyers both use it |
| "Houses for sale", "flats to rent" | Rarely | Buyers and renters mostly use the portals |
What a valuation landing page needs
- A simple request form: address, timescale and contact details, with a callback time.
- Evidence of local knowledge: recent sales in the area and the team who would value the property.
- Clear fees or fee guidance, and what the service includes.
- A quick way to call, because many vendors prefer to speak to someone.
Online valuation tools
Instant valuation tools convert well because they offer something immediately. The leads they produce are earlier in the decision than a request for an in-person valuation, so we track them as a separate conversion with a lower value, and follow them up differently.
Your patch, not the whole county
Agents work in specific postcodes and neighbourhoods. Location targeting is set to the areas you cover, with bids raised where your instruction rate is highest, and ads that name the areas you know.
Related
Where this connects
Local PPC and lead generation
Call and lead campaigns for businesses that serve a postcode, not a country.
Meta Ads (Facebook and Instagram)
Prospecting, retargeting and creative testing on Facebook and Instagram.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Questions people ask us
Should estate agents advertise properties on Google Ads?
Usually not as the main use of budget. Buyers and renters mostly search property portals, so paid search earns more when aimed at vendors and landlords.
What is a valuation lead worth?
It depends on your fee, your conversion rate from valuation to instruction and the average property price in your area. Those three numbers set the most you can pay for a valuation request.
Do online valuation tools work with PPC?
Yes, and they convert well, but the leads are earlier in the decision. Track them separately from in-person valuation requests and value them lower.
Can letting agents use Google Ads for landlords?
Yes. Landlord searches are a good fit for paid search, because a managed property brings recurring fees.
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