Key takeaways
- Google captures buyers who are already searching, so lead quality is usually higher than social.
- Use exact and phrase match on location plus configuration keywords.
- Add negative keywords for rent, resale, jobs and free to cut waste.
When a person types "2 BHK flat in Borivali West" into Google, they are telling you exactly what they want. Google Ads for real estate lets you show up at that moment. Cost per click is higher than social, but intent is stronger, which is why many builders see better site visit rates from search than from social.
Campaign types to run
- Search campaigns: the core for real estate. Target location plus configuration keywords.
- Performance Max: useful once you have conversion data, but needs tight asset control.
- YouTube and Demand Gen: for awareness and retargeting of project walkthrough videos.
- Call-only ads: powerful for brokers who want phone enquiries.
Keyword structure
Group keywords tightly by intent and location.
| Keyword type | Examples | Intent |
|---|---|---|
| Project name | "[project name] price", "[project name] reviews" | Very high |
| Configuration + location | "2 bhk in borivali west", "3 bhk flats mira road" | High |
| Generic buying | "new flats in mumbai", "ready possession flats" | Medium |
| Broker intent | "property dealer in borivali", "real estate agent dahisar" | High for brokers |
Use phrase match and exact match first. Add broad match only when you have enough conversion data and strong negative lists.
Negative keywords you must add
rent, rental, pg, hostel, jobs, salary, free, olx, 99acres (if you do not want competitor-portal traffic), resale (if not selling resale), cheap, below 10 lakh (if irrelevant).
Ad copy formula
Headline 1: Location and configuration. Headline 2: Price starting from. Headline 3: Key proof (RERA, possession date). Description: One benefit, one offer, one call to action.
Example: "2 BHK in Borivali West | From 1.25 Cr | RERA Registered | Book Site Visit".
Budget and cost benchmarks
| Metric | Indicative range (Mumbai) |
|---|---|
| Cost per click | Rs 25 to Rs 120 |
| Landing page conversion rate | 4% to 10% |
| Cost per lead | Rs 400 to Rs 1,500 |
| Lead to site visit | 12% to 30% |
Extensions and settings that matter
- Add call extensions and location extensions.
- Schedule ads to your sales team's calling hours.
- Use location targeting "Presence" only, so people outside Mumbai do not trigger ads.
- Set conversion goals for form submit, call click and WhatsApp click.
Scaling tricks
- Split campaigns by micro-market so budgets do not leak.
- Use Search Terms report weekly to add negatives.
- Raise bids on mobile and on evening hours when most buyers research.
- Use a remarketing list to bring back landing page visitors with a site visit offer.
For the full funnel, pair this with Facebook ads for real estate and a strong landing page.
Numbers in this article are indicative working ranges drawn from public industry reports and typical campaign patterns in India. Your results will vary by offer, price point, location, and creative quality. Always validate against your own data.
Frequently Asked Questions
What is a good cost per lead for real estate on Google Ads?
In Mumbai, Rs 400 to Rs 1,500 per lead is a typical range. Premium projects can cost more. Judge performance on cost per site visit.
Should small builders use Google Ads or Facebook Ads first?
If your budget is under Rs 50,000 a month, start with Google Search on a few high-intent keywords, then add Meta once you have a landing page and follow up process.
Can brokers use Google Ads?
Yes. Brokers often do well with location based keywords such as 'property dealer in Borivali' and call-only ads, combined with a well managed Google Business Profile.
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