Effective Real Estate Advertising with Google Ads

PPC Campaign Management Services

A Kyiv-based real estate developer contacted our company to get an increase in new leads. We signed an NDA with this client, so we won't disclose the name of the store. The client had previously launched advertising campaigns, some of which were successful. But over time, the cost of conversion began to rise to a critical level, and it was necessary to change the contractor.

$5,000

advertising campaign budget

486

conversions received

$36.91

average price per conversion

10%

percentage of transactions closed

from $45,000

average price of an apartment

Details

GEO

Ukraine

Target audience

People planning to buy real estate, young families and couples, real estate investors

Niche

Real estate

We conducted an audit of the advertising account and the website. As a result, we noted several “mistakes” and the fact that analytics was not given due attention. After all, the specificity of this niche is that users can make a “conversion” after a certain time and on another platform (decision-making cycle: compare, think and consult). As a result, we get false conclusions about the effectiveness of the advertising campaign.

The task

Business: residential complex in Kyiv
Goal: calls and applications
Traffic: Google Ads
Duration of work: 6 months

Work progress

Audit of the advertising account and analytics

We conducted a full audit of the client's advertising account and website. We found that one of the key problems was insufficient analytics setup. The specifics of the real estate market mean that the buying decision cycle is long - potential customers may return in a few days or weeks. This was not taken into account in the reporting, which led to incorrect conclusions about the effectiveness of advertising. We also found shortcomings in the targeting and settings of advertising campaigns.

Developing a promotion strategy

We offered the client a comprehensive strategy that included search and banner advertising, as well as remarketing. The main focus was on search advertising, which had brought stable results in the past. We also added other advertising formats from Google for testing.

Setting up search advertising

We have set up search advertising in the following areas: 1. Commercial queries: keywords related to the purchase of new buildings in different districts of Kyiv. 2. Low-frequency queries: targeting key queries with the mention of competitors. 3) Brand queries: advertising on keywords related to the name of the residential complex to maximize brand visibility.

Setting up banner ads

We launched banner ads based on keywords and user interests: 1. Keywords: queries related to the purchase and rental of real estate. 2. Special audiences: audiences created based on keywords and user behavior that are interested in real estate and new buildings. 3. audiences by topic and interest.

Setting up remarketing

For remarketing, we segmented audiences by actions on the site to remind users of the offer and return them to complete the transaction.

Manage and optimize advertising campaigns

In the course of running advertising campaigns, we regularly monitored metrics, disabled ineffective keywords and ads, and adjusted targeting. This allowed us to stabilize the cost per conversion and maintain the flow of applications for the purchase of apartments.

Solution for a Kyiv developer

When developing the promotion strategy, we focused on search advertising, as well as testing other formats from Google. In this case study, we will show how we worked with search advertising, which brought stable results for 2.5 years, provided that we corrected and updated campaigns in a timely manner.

When setting up advertising, we used the following:

1. Search advertising:

For commercial queries: keywords related to the search for new buildings in the area
Queries related to new apartments in the area
Low-frequency queries that contained mentions of competitors
Branded queries for maximum visibility

2. Banner advertising:

By keywords;
Special audiences by interest (collections of keywords, databases, competitors’ sites, etc.)
Audiences by interests and topics
Gmail campaign

3. Remarketing.

These campaigns were divided into segments.

Implementation of real estate promotion

Key results

$5,000

advertising campaign budget

486

conversions received

$36.91

average price per conversion

10%

percentage of transactions closed

from $45,000

average price of an apartment

As a result of the project implementation for the period from May 2019 to August 2022, we obtained the following results:

Advertising budget: 140 000 UAH / $5000
Received conversions: 486
Average price per conversion: $36.91
Percentage of closing deals: 10%
Transaction closing period: 1 week to 1 month
The average price of an apartment: from $45,000

Overview of the advertising office:

Conclusions

In just six months of running the advertising campaign, the client received the desired results – a stream of new customers for the purchase of real estate in this residential complex.

Therefore, after receiving the results of the campaign, it was decided to continue displaying the client’s ads in the GDN and Google search to keep the number of incoming applications at a stable level.

Our experts will be happy to assist you in managing paid traffic on a turnkey basis. Leave a request, and our specialist will advise you in detail.

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