Estate Agency PPC

Google Ads for UK Estate Agents

Rightmove and Zoopla dominate the portals. Google Ads is where you find buyers and vendors earlier.

We run Google Ads for UK estate agencies and new-build developers. Our focus is on qualified vendor and buyer intent at the local level — the search traffic the portals do not capture.

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No long contracts·24-hour reply·You own the account

10+ yrs

Inside Google before this

500+

Brands we've worked with

Vertical

Estate Agents-specific playbooks

What breaks

Why Estate Agents Google Ads fail.

Rightmove and Zoopla own the head terms

UK estate agents cannot outbid the portals on 'houses for sale' or 'flats to rent'. Competing there burns 40-60% of Google Ads budget on terms that will never produce a qualified instruction or viewing.

Attribution breaks on long sales cycles

UK property transactions take 12-20 weeks from offer to completion. Without offline conversion tracking from your CRM, Google Ads cannot tell which keywords produced completed sales vs. fallen-through offers.

Vendor leads are undervalued

Most agencies optimise for buyer enquiries because the volume is higher. But a valuation instruction is worth 10-30x a buyer enquiry. Treating them the same in Google Ads wastes budget.

What works

Estate Agents PPC tactics that actually produce revenue.

Tactic 01

Postcode and area-level targeting

Target SW19, N16, or 'Clapham houses for sale' — not London-level head terms. UK buyers search by postcode and area. Lower CPCs, less portal competition, higher intent.

Tactic 02

Separate vendor and buyer campaigns

Vendor intent ('free house valuation', 'sell my house fast UK') is a different campaign with different landing pages, ad copy, and bid strategies than buyer intent. Combined into one campaign, both underperform.

Tactic 03

Call tracking for viewings and valuations

UK buyers and vendors still ring. Calls convert to viewings at 2-3x the rate of web forms. Install Ruler Analytics or CallTrackingMetrics with dynamic number insertion across both funnels.

Tactic 04

CRM offline conversion imports

Import completed sales from Reapit, Alto, or your CRM into Google Ads as offline conversions. Smart Bidding can then optimise toward keywords that produce completed transactions, not just enquiries.

Tactic 05

GDPR-compliant remarketing

UK GDPR requires explicit consent for remarketing. Cookie banners must properly gate Google Ads pixels. Get this wrong and either your remarketing audiences are empty or you face ICO penalties.

Our playbook

How we run Estate Agents campaigns.

Week 1: Audit + postcode keyword map

We map your instructions against UK postcodes, identify the 15-30 areas worth targeting, and audit your account for Rightmove/Zoopla head-term waste.

Week 2: Dual-funnel campaign restructure

Separate vendor and buyer campaigns with landing pages optimised for each. Call tracking installed with dynamic number insertion. GDPR consent flows checked.

Week 3: Launch + CRM integration

Smart Bidding live on target CPA. Reapit / Alto / CRM connected for offline conversion import. First optimisation cycle on day 7.

Week 4+: Scale on completion value

Once completions flow back into Google Ads, we shift bidding from CPA to ROAS based on average fee value. Compounding efficiency begins here.

Frequently asked

Questions about Estate Agents Google Ads.

What is a realistic cost per lead for UK estate agent PPC?

Buyer enquiries typically range from £12-£55 depending on area and property type. Vendor valuations (the high-value lead) run £30-£150. Prime central London markets run materially higher. The number to optimise toward is cost per instruction won, not cost per enquiry.

Can Google Ads compete with Rightmove and Zoopla?

Not on head terms — don't try. You compete on postcode-specific and intent-specific long-tail terms where the portals are not optimised. A well-run local agency campaign will outperform portal traffic on queries that actually produce instructions and completions.

How does UK GDPR affect Google Ads remarketing?

UK GDPR requires explicit opt-in consent before firing Google Ads remarketing pixels. Your cookie banner must gate the pixel, not just display a notice. Done properly, remarketing still works. Done incorrectly, your audiences stay empty and you face ICO enforcement risk.

What's the minimum ad spend for UK estate agent PPC?

£1,500-£2,500/month for single-branch or single-area campaigns. £8,000+/month for multi-branch or regional coverage. Below £1,500/month, Google's daily-budget smoothing absorbs spend before you can test meaningfully.

How long before UK estate agent Google Ads produces leads?

First enquiries arrive within 48-72 hours of launch. Stable efficient performance takes 60-90 days while Smart Bidding calibrates. Agencies expecting profitability in month one will be disappointed — but by month three, a well-run campaign materially outperforms portal-only lead generation.

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