Hi there,

Thanks for reaching out about your Google Ads for the luxury real estate market. It's definitely possible to run them yourself, and focusing on quality over volume from the get-go is absolutely the right mindset, especially for high-ticket sales like yours. Jumping straight in with luxury properties is a brave move, as it's one of the more challenging and costly areas to advertise in compared to, say, a basic service.

From my experience running campaigns for various B2B and high-value service businesses, getting quality leads in this space requires a much more focused approach than standard advertising. You're not trying to attract everyone, you're trying to attract a very specific, high-net-worth individual who is genuinely in the market to buy or sell a million-plus property right now, or at least very soon.

Getting the keywords right is crucial...

This is probably the single most important thing for you. Those generic terms like "luxury homes" or even "homes in [city]" are going to be way too broad. You'll get tons of clicks from people just browsing, students doing research, or people who can't afford your market price point. This is like trying to sell a Bentley by advertising "cars for sale" – technically correct, but you'll attract a load of time-wasters and window shoppers.

You need to think about what someone with serious intent to engage in the luxury market would actually search for. This means getting specific, using what we call long-tail keywords. Instead of just "luxury homes [city]", you'd want to look for things like:

-> "[Specific prestigious neighbourhood name] homes for sale" -> "Luxury real estate agent [your city] for million dollar homes" -> "Sell my property in [specific high-value area] value over 1.5 million" -> "[Specific landmark or feature in luxury area] homes for sale"

Using Google's Keyword Planner is essential here. Don't rely on guesses; use the tool to see what search terms actually have volume and relevance in your targeted area. It will show you variations and related terms that might be valuable. Once you have these specific terms, you must use Phrase Match or Exact Match keywords. Using Broad Match with these terms will cause Google to show your ad for all sorts of loosely related stuff, draining your budget fast with low-quality clicks. It's absolutly essential to filter the traffic upfront with tight match types on specific terms.

Limiting your geographic focus...

Just like with keywords, being broad with your location targeting will kill your quality. You mentioned limiting by zip codes, and yes, that's absolutely the way to go. Don't target the whole city or county if your luxury market is confined to a few key neighbourhoods or areas.

Draw very specific boundaries on the map within Google Ads to include only the areas where your target properties are located or where your ideal clients live. This is a key tactic for service businesses and high-ticket items – you only want to reach people who are physically relevant to your offering. Someone searching from a completely different part of the city (or even further afield) with a generic search term is far less likely to be a high-quality lead for a local luxury property. Tight geo-targeting ensures you're putting your budget in front of the most relevant local audience.

Beyond keywords and location, structure matters...

To really maximise quality, think about how you structure your campaigns. Separating your campaigns or ad groups based on intent can make a big difference. For instance, having one set of ad groups targeting 'buyer' keywords (e.g., "homes for sale in...") and another for 'seller' keywords (e.g., "sell my home in...") allows you to write ad copy that speaks directly to that person's immediate need.

Your ad copy needs to scream "luxury" and "exclusive". Highlight the specific price range you work in (e.g., "Specializing in $1M+ Properties"), mention the areas you cover, and use strong calls to action like "View Listings Over $1M" or "Get Your Luxury Home Valuation". This further filters clicks, as less qualified people will be less likely to click an ad that explicitly states the price point.

Of course, the website is key too...

All this traffic filtering and targeting is pointless if your website isn't set up to convert these high-quality visitors into leads. When someone clicks on your ad for a luxury property, they expect a certain level of presentation and professionalism. Your website needs to look the part – high-quality photos, clear navigation, and persuasive copy that makes it easy for them to take the next step.

Think about your sales process. Do you want them to call you, fill out a form, or schedule a consultation? Your landing pages (where the ad clicks go) should be designed to funnel them towards that specific action. For high-ticket B2B or service leads, often offering something valuable like a consultation, a specific property guide for the area, or an exclusive market report works much better than just sending them to your homepage. Making it easy and appealing for them to become a qualified lead is essential for turning clicks into potential clients.

Here’s a quick overview of the key actionable steps I'd recommend you implement: