Google Ads for Commercial Real Estate

[ppcwithyrv]

start with Search ads targeting people already looking for space, like “office space for lease [city]” or “retail space near me.” Send them to good property pages with photos and details so they can look around before deciding to reach out.

I’d skip Display at first — it tends to work much better for retargeting people who already visited your site.

[MCizzly]

I’d stay away from display for now, you are right that it can just burn money on worthless placements/clickfarms.

Definitely start with search, potentially do a demand gen campaign with your videos and image creatives.

Is your business local or national? If it’s local then make sure you use local targeting for the cities you operate in.

[aamirkhanppc]

Your potential audience is hidden under youtube marketing . So make sure to get maximum exposure to relevant audience at youtube video marketing and nurture them through steps and retarget them through search or display campaigns.. but if you go with search then select best possible keywords and create proper call to actions at landing page

[ppcbetter_says]

It’s rough. Are your properties listed on the major aggregators?

What will happen if you DIY and set it up following google recommendations is you will spend all your budget on residential intent traffic.

[MostTour4871]

for the display ad concern about low quality channels burning cash, thats the exact type of hidden waste that kills budgets. we use chadads as the tool to auto blocks that junk placement spend and catches all the random shit google changes, so you can actually trust the impressions you’re paying for while you test the search and lead ads.

[ernosem]

Search ads are definitely the right starting point for commercial property. Display can wait.

Your instinct on Display is correct, without exclusions and a tight placement list, you’ll burn through budget on garbage inventory fast. The photos sound great but they’re wasted on sites no one trusts. I’d park that idea for now.

On Search, I’d go leads over pure traffic, but with a caveat: don’t obsess over the in-platform lead form just yet. Your own landing page with a soft CTA works fine, something like “Book a viewing” or “Request a brochure” is much lower friction than “Send us your details” and will still let Google’s smart bidding learn.

A few things to think about before you launch:

– What keywords are you targeting? Commercial property searches can be weirdly broad (“office space”, “retail unit to let” etc.), you’ll want tight phrase/exact match to start and a solid negative list from day one

– Are you targeting a specific location or multiple? This really affects structure

One thing I’d strongly recommend — don’t launch with Smart bidding straight away. Start with manual CPC or max clicks (only Exact), get some conversion data in, then look at tCPA once you’ve got 20-30 conversions through (and add phrase). Otherwise Google’s just guessing.

What market are you in, city centre office, retail, industrial? Helps to know before giving more specific advice.

We created a video about commercial PPC lead gen, that might be helpful as well:
[https://youtu.be/cb0-z34Pj6Y](https://youtu.be/cb0-z34Pj6Y)

Eg target specific zip codes and leave out residential areas.

[Alternative_Ad5101]

Start with Search Ads for sure. (You can layer this with PMAX for remarketing – adding search themes as signals and a GA4 audience for website visitors last 30 days. If you have more budget, also do Demand Gen with YouTube Placements only going after custom search keywords).

For the Search Campaign.

1) I’d start with Manual CPC. You can pivot towards Max Conv once an ad group hits 15 conversions in last days. Manual CPC gives you the most control; it lets you set the bid for each keyword and gets you quality traffic when you bid for top placements.

Google has a Keyword Planner tool. Look at the column for top of page bid to get your estimated CPC for a top 3 placement.

2) I would compile a list of exact match keywords.

Start with the seed keywords:
Commercial real estate
Office space
Commercial property for rent
Commercial property for sale

Then put together a list of high-intent modifiers that indicate they’re ready to buy now:
Near me
Neighborhoods (Upper East side, tribeca, upper west side etc. if you’re in NYC for example)
Cost
Company
Provider

The formula will be seed keyword + modifier

3) Location targeting: Presence Only

I would do pin drop radius targeting here. It’s more accurate in terms of getting people that are actually searching from the areas you desire, and ALSO it’s against Google Ads policy to do zip code targeting for real estate.

4) Come up with 3 offers. There has to be a reason they go with you vs. other competitors. Maybe it’s 2 Months Free. Or $0 XYZ Fee. ChatGPT can help you come up with ideas.

And then these ideas. 1 offer per Responsive Search Ad. Sprinkle it throughout the descriptions and headlines. But definitely also add trust signals, benefits, features, awards, etc.

5) Robust Conversion Tracking: Allow people to become a lead from an above the fold multi-step form with contact info and 1-2 qualifying questions. Or to call you with a sticky header that has your number. And a chatbot in bottom right corner.

Most importantly, you need to setup automations so that you send back ONLY qualified leads as conversions.

This can be thru Zapier. This can get pretty complicated so feel free to dm me if you have any questions about this. I have tons of experience running Google Ads for Commercial Real Estate

[pantrywanderer]

I’d start with search since intent matters a lot for commercial real estate. People actively looking for space usually convert better than cold traffic. Keep keywords tight and use strong negatives so you’re not paying for general real estate searches.

I wouldn’t optimize for leads right away either. The decision cycle is long, so softer signals like property views or brochure clicks help the account learn before pushing form fills.

Display can work, but I’d stick to retargeting first. Your visuals will perform much better with people who already showed interest.