Google Ads for Real Estate Agents in Canada

Updated · By the PPC Pros Canada team

Family home with a green front lawn

Why Google Ads works for real estate agents

Real estate leads are worth a lot but take time to convert. Google Ads reaches sellers researching their home’s value and buyers searching specific neighbourhoods, and a fast follow-up system turns those leads into appointments.

Housing ad restrictions

Google and Meta limit demographic and detailed location targeting for housing ads in Canada.

Long timelines

Buyers and sellers may take months to act.

Speed to lead

The first agent to respond often wins the client.

How we run real estate campaigns

Seller-first campaigns

Home valuation and listing-intent keywords with a dedicated valuation page.

Instant follow-up

Leads routed to your phone and CRM immediately, with automated nurture.

Neighbourhood content

Landing pages for the neighbourhoods you know best.

High-intent real estate searches we target

These searches come from people ready to hire. We replace [city] with each area you serve.

  • home value [city]
  • sell my house [city]
  • real estate agent near me
  • condos for sale [neighbourhood]
  • best realtor [city]
Campaign structure

How to structure Google Ads for real estate agents

Separate campaigns give each type of work its own budget, ads and landing page, so a high-value job never competes with a small one for the same clicks.

Google Ads Campaigns Example account
+ New campaignCampaign status: All enabled
CampaignStatusTypeBid strategyGoal
Sellershome value [city] · sell my house [city] · best realtor to sell my home · house evaluation Eligible Search Maximize conversions Listing appointments
Buyershomes for sale [neighbourhood] · condos for sale [city] · first time home buyer realtor Eligible Search Target CPA Buyer consultations
Niche marketspre construction condos [city] · luxury homes [city] · investment property [city] Eligible Search Maximize conversions High-value clients

Negative keywords to add first

These searches look related but rarely become customers. Blocking them from day one protects your budget. We keep adding to the list every week from real search terms.

Google Ads Negative keywords Example account
+ Negative keywordsList: Account-level exclusions
Negative keywordMatch typeLevel
"real estate license" Phrase match Account
"course" Phrase match Account
"jobs" Phrase match Account
"rent" Phrase match Account
"rental" Phrase match Account
"mortgage calculator" Phrase match Account
"zillow" Phrase match Account
"realtor.ca login" Phrase match Account
"foreclosure list" Phrase match Account
"free" Phrase match Account
"salary" Phrase match Account
"exam" Phrase match Account
Seasonality

When real estate customers search in Canada

Canadian weather and calendars move demand. Budgets should follow them instead of staying flat all year.

Keyword Planner Search trends Example account

Relative search demand by month Illustrative, Canada

Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Feb–MayPeakSpring market. Seller campaigns at full budget.
Jun–AugSteadyBuyer campaigns and summer listings.
Sep–NovHighFall market. Second seller push.
Dec–JanLowNurture leads for spring listings.
Budget

How much can you pay per real estate lead?

Your maximum cost per lead comes from your own numbers, not an industry average. Here is the math we use before setting any budget.

Google Ads Settings › Bidding Example account
What do you want to focus on?Conversions
Bid strategyMaximize conversions
Set a target cost per action $250.00

Recommended from your numbers: $10,000 profit per job × 5% of leads that become customers = $500 breakeven. We start around half of that.

Worked example: a closed listing (your commission)

Gross profit per job
$10,000
Leads that become customers
5%
Breakeven cost per lead
$500
Starting Target CPA
$250

Example numbers only. We calculate yours from your real job values and close rate before launch.

Landing pages & tracking

Turning real estate clicks into booked work

What we track in Google Ads

Every lead source becomes a conversion action, so Google’s bidding learns from real customers, not clicks.

Google Ads Goals › Conversions Example account
Conversion actionCategoryOptimizationStatus
Evaluation requests Submit lead form Primary Recording conversions
Appointments set Book appointment Primary Recording conversions
Listings signed Qualified lead Primary Recording conversions
Speed to first response Submit lead form Secondary Recording conversions
Cost per seller lead Submit lead form Secondary Recording conversions

Follow Up Boss, Lofty and kvCORE manage leads and automated follow-up for agents and teams.

Landing page checklist

The page after the click decides whether you get the lead.

  • Home evaluation form
  • Neighbourhood pages with recent market insight
  • Agent bio, brokerage and credentials
  • Clear next step (call, evaluation, consultation)
  • Housing ad targeting limits respected
Local Services Ads

Local Services Ads for real estate agents

Real estate categories are available for Local Services Ads in some Canadian markets.

SponsoredReal Estate Agents near Toronto

Your Business

Reviews

Google Verified

Serves Toronto · Open now

10+ years in business

CallMessage

Another business

Reviews

Google Verified

Serves Toronto · Closes 6 PM

3 years in business

CallMessage

Another business

Reviews

Google Verified

Serves Toronto · Open now

5+ years in business

CallMessage

More real estate agents in Toronto ›

Example layout. Ranking depends on distance, reviews, response rate and hours, not only budget.
Mistakes to avoid

Common Google Ads mistakes real estate agents make

Slow follow-up

Online real estate leads go cold within minutes. Automate the first response.

Portal and rental searches

Block rentals, licensing courses and portal logins.

Restricted targeting

Housing ads can’t target by age, gender or fine-grained location. Build campaigns around keywords.

Google Ads for real estate agents: FAQ

What are housing ad restrictions?

In Canada, Google and Meta restrict targeting options for housing ads, including age, gender and fine-grained location, to prevent discrimination. Campaigns must work within those limits.

Is Google Ads worth it for real estate agents?

Yes, especially for seller leads, if you have a follow-up system. The value comes from converting leads over weeks or months.

What converts best for real estate ads?

Home evaluation offers for sellers and neighbourhood-specific pages for buyers.

Can realtors target by age or postal code?

Housing ads in Canada have restricted targeting on Google and Meta, so campaigns rely on keywords and creative.

Recommended services for real estate agents

Google Ads Management

Canadian Google Ads management built around cost per lead, not clicks. Search, Performance Max, YouTube and Local Services Ads with verified conversion tracking.

Meta Ads (Facebook & Instagram)

Meta Ads management for Canadian businesses: lead forms, retargeting, Conversions API and creative testing on Facebook and Instagram.

Landing Pages & CRO

Fast, focused landing pages built for Google Ads traffic. Conversion rate optimization that lowers your cost per lead without raising ad spend.

Google Ads for real estate agents by city

ON Toronto ON Mississauga ON Brampton ON Hamilton ON Ottawa QC Montreal BC Vancouver BC Surrey AB Calgary AB Edmonton MB Winnipeg NS Halifax ON North York ON Vaughan ON Ajax ON Oshawa ON Peterborough ON Kitchener ON Waterloo ON London BC Burnaby BC Langley BC Victoria

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