A real estate Google Ads budget should be built from the economics of the opportunity, not an industry-average monthly spend. Seller, landlord, buyer, tenant and development campaigns can have very different search intent and commercial value.
Model the funnel
Clicks = media budget ÷ CPC
Enquiries = clicks × landing-page conversion rate
Qualified opportunities = enquiries × qualification rate
Then track the relevant next step: valuation, viewing, instruction, reservation or completed transaction.
Separate different intent
- Seller valuation campaigns
- Landlord and lettings campaigns
- Buyer or tenant searches
- New-development campaigns
- Location-specific services
Budget for the conversion system
- Relevant landing pages
- Call and form tracking
- CRM/source attribution
- Negative keyword management
- Fast lead routing
- Ongoing search-term review
Optimise for quality
A cheap enquiry is not necessarily valuable. Review whether campaigns generate serious sellers, landlords, buyers or investors rather than judging performance on cost per lead alone.
For overall budget planning, see our real estate marketing costs guide.
