Estate agents are being advised to focus on four specific types of Google Ads to maximise their digital marketing effectiveness, according to industry guidance on paid advertising campaigns.
With Google Ads holding nearly 30% of the pay-per-click advertising market, the platform offers multiple advertising formats tailored to different business objectives, from brand awareness to vendor recruitment.
Search Ads remain primary tool
Google Search Ads, which appear as text-based content near the top of search engine results pages, operate on an auction-based keyword system. Advertisers bid against competitors for selected keywords, with winning bids appearing higher in search results. The format allows for quick campaign setup and flexible adjustments based on performance data.
The effectiveness of search ads depends on keyword selection that matches the search intent of target customers, with campaigns directly responding to active user queries.
Display and video formats expand reach
Google Display Ads, which include images, photos, videos, animations and logos, appear across the Google Display Network, reaching approximately 90% of global internet users through websites including YouTube and Gmail. These visual campaigns focus on audience targeting through website topics and user demographics rather than specific search terms.
Video ads, hosted on YouTube and other Google Display Network channels, can appear as skippable or non-skippable content before videos or as banner advertisements. The format is being used increasingly for property showcases, including development launches and brand awareness campaigns.
The growing importance of digital marketing tools follows increased investment in property technology, as agencies seek to enhance their online presence.
Local targeting for high street agencies
Local Ads are designed to boost visibility in hyperlocal searches and provide contact details to encourage physical visits to estate agency premises. The format integrates with Google Business profiles and map listings.
Industry advisers suggest combining multiple ad formats within campaigns, such as using display ads for brand awareness while deploying search ads to target customers with specific property search intent. The digital advertising approach allows for responsive scaling based on audience reaction and performance metrics.
The guidance comes as estate agents navigate changing market conditions, with property values under pressure in some segments and agencies seeking cost-effective marketing strategies to maintain market share.
