September 25, 2026
Google Ads for Real Estate Agents: Search Ads That Find Sellers
Google search ads show up when someone types what they want. For a seller lead, that is a phrase like “sell my house in [city]” or “what is my home worth”. Intent is higher than on social media, and so is the price of a click.
Here is how agents set these up, what Google restricts, and how to tell whether the campaign is working.
Why search works for sellers
Someone typing a selling phrase is already thinking about selling. Your ad meets them at that moment instead of interrupting something else. The tradeoff is competition: other agents, portals and home-buying companies bid on the same phrases.
Keywords to start with
- Selling intent: “sell my house [city]”, “list my house [city]”, “how much is my house worth [city]”.
- Agent intent: “real estate agent [city]”, “listing agent [city]”.
- Investor terms such as “cash offer” or “we buy houses” attract a different kind of seller. Decide on purpose whether you want them.
Negative keywords
A negative keyword tells Google not to show your ad for a phrase. Add negatives for searches you do not want to pay for, such as job searches (“real estate agent salary”), classes (“real estate license”) and rentals. Review the search terms report regularly and add new negatives as you find them.
What Google restricts on housing ads
Google’s ad policy limits targeting for housing ads in the United States. Age, gender and parental status cannot be used to narrow who sees the ad, and ZIP code cannot be used for location targeting. City, country and radius targeting remain available. Google’s policy FAQ says the rules apply to real estate agents and brokers, including lead generation ads, and to all ad formats including Search. Remarketing and Customer Match are not banned outright, but audience lists cannot rely on protected characteristics or ZIP codes. Policies change, so check the current pages linked below.
The landing page
Send clicks to a page that matches the search. Repeat what they searched in the headline, keep one short form (name, phone, property address), and list a phone number that a person answers. A page that promises a home value estimate should deliver one, or say plainly what happens next.
How to measure it
Count calls, form fills and booked appointments, not clicks. Use call tracking so you know which ad produced which call. Then work out cost per booked appointment and cost per signed listing. The calculators do the math with your own numbers.
Frequently asked questions
Is Google Ads or Facebook better for finding sellers?
They catch different moments. Search reaches people already looking. Meta reaches people who have not started looking. Which one costs less per booked appointment depends on your market and how fast you follow up, so test one at a time and judge by that number. See the Facebook and Instagram guide.
Can I target ZIP codes in Google Ads for real estate?
Not for housing ads in the United States. Google removes ZIP code targeting for housing ads, so you use city or radius targeting.
What is a negative keyword?
A word or phrase you tell Google to exclude, so your ad does not show for searches you do not want to pay for.
Sources
Keep reading
Related guides
Real Estate Ads for Seller Leads
Eight ad types agents use to find home sellers, and how to judge each one.
Are Real Estate Paid Ads Worth It?
The four factors that decide it and a 90-day test plan.
What Real Estate Paid Ads Cost
Ad spend, agency fees, and published cost-per-lead ranges with sources.
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