Google Ads Strategy

How we generate high quality home buyer & seller leads in your specific market at high price points

Our Google Ads Strategy is broken down into 2 parts:

1. How you show up at the top of the Google search results for high-intent searches to generate high-quality home buyer & seller leads
2. How you re-engage & nurture people visiting your website from your Google Search Ads to convert them into high-quality prospects over time

Baltay Media builds out your entire Google Ads lead generation system that you actually own & continuously manages / optimizes your ad campaigns for you. We handle literally everything — this guide gives you insight into our strategy & the reasoning behind it. You'll have 100% insight into campaign strategy & performance at all times.

Part 1 — Google Search Ads

Search Ads Overview

Google Search Ads are the ads you see at the top of Google search results. When you search anything like "homes for sale" on Google, the first few links are typically Google Search Ads from agents & brokerages. These are intent-based — people are actively searching for what you're advertising.

We leverage hyper-specific targeting to only display your ads at the top of Google search results for high-intent searches made by potential home buyers & sellers. Since leads come through your Google Ads & go to your site, they're not shared with any other agents.

Flow: Location Targeting → Keyword Targeting → Ad Creation → Home Search Landing Page → Lead Opt-in

Location Targeting

Location targeting plays a massive role in making sure only the right people see your ads. We target people who already live in or near your city/state, or have recently visited. We generally avoid showing ads to out-of-state people who haven't recently been to your market.

• People living in your city ✓
• People living in your state ✓
• People who've recently been to your city/state ✓
• People living outside your city/state who haven't recently visited ✗

Keyword Targeting

We leverage keyword targeting to only display your Search Ads for specific Google searches. Unlike other advertising channels, Google Search Ads are unique because the prospective buyer/seller is actively searching & showing interest at the exact second they see & click your ad.

Broad searches targeted: [city] homes for sale, [city] real estate for sale, [city] mls listings

Specific searches: [city] condo searches, [city] luxury searches, [neighborhood] home searches, [suburb] home searches

Boston examples:

• "Boston homes for sale" → triggers ad ✓ | "Apartments for rent Boston" → does not ✗
• "Boston condos for sale" → triggers ad ✓ | "Condos to rent in Boston" → does not ✗
• "Boston luxury real estate for sale" → triggers ad ✓ | "Homes for sale Boston" (too broad) → does not ✗
• "Back Bay Boston homes for sale" → triggers ad ✓ | "Back Bay apartment rentals" → does not ✗

Ad Creation

Different searches trigger different targeted, relevant ads. The goal is hyper-relevant ads = more clicks = lower cost per lead. Each ad is tailored to the search intent (broad vs neighborhood vs luxury vs condo).

Landing Pages

After clicking your ads, people are sent to your home search site (Real Geeks IDX website). Minimum listing price set to $1M to filter low-value leads. Lead opt-in form appears when they click on a property. After submitting contact info → lead enters CRM.

• "Boston homes for sale" → all Boston homes over $1M
• "Boston condos for sale" → Boston condos over $1M
• "Boston luxury homes for sale" → Boston homes over $4M
• "Back Bay Boston homes for sale" → Back Bay homes over $1M

Lead Qualification Optimization

• Pre-opt-in qualifying question: "When are you looking to buy a home?"
• Qualified lead data sent back to Google Ads to optimize algorithm
• CRM qualified lead data also fed back to Google Ads
• Result: algorithm learns to find more high-intent leads

Part 2 — Google Retargeting Ads

Retargeting Overview

Retargeting ads are the ads you sometimes see while browsing other websites, in your Gmail inbox, or on YouTube. Google tracks when people come to your home search site, allowing retargeting ads to follow people around when they're on other sites.

We leverage retargeting ads to re-engage people who came to your site but didn't convert to leads. We also retarget existing leads with more homes & helpful home buying resources to build trust.

Retargeting Audiences

Non-leads (visited but didn't sign up): Show ads with more homes for sale to get them back to the site. Goal: get them browsing → eventually they convert.

Existing leads (already signed up): Show more homes for sale, home buyer's guide, neighborhood guides, and client testimonials. Goal: build trust, keep you top of mind.

Retargeting Ad Placements

• YouTube (video ads)
• Gmail (inbox ads)
• Other websites (display ads)

Content types: homes for sale, home buyer's guide, neighborhood guides, client testimonials