Google Ads for estate agents.
Most estate agency Google Ads accounts are optimising for the wrong thing. I fix that — so vendor instructions get the budget, not tenant noise.
Three things that quietly break estate agency accounts.
Estate agencies have one of the messiest attribution stories in paid search — vendor leads and tenant leads are worth wildly different amounts, competitors bid on your brand, and CRM systems rarely push revenue back to Google. Accounts that don't fix this end up over-spending on tenant noise and underbidding on vendor queries.
Vendor vs tenant attribution
A vendor instruction is worth 10× a tenant enquiry — but most accounts count them both as one 'lead'. Smart Bidding then bids equally on both, and bids up on whatever converts more often (spoiler: tenants). I split them into separate conversion actions with separate values so the algorithm chases instructions, not applications.
CRM integration
Reapit, Alto, Jupix, Dezrez — they all do roughly the same job, and all of them rarely push matched-revenue data back to Google Ads by default. I wire up offline conversion imports so Google sees the real story: which click became a valuation, which became a listed property, which became a completion.
Auction Insights pressure
Your postcode has 12 agents bidding on the same 40 head terms. Impression share erosion, inflated CPCs, brand bidding competitors — Auction Insights tells you exactly who's doing what. I read it weekly so you're not surprised when a new franchise opens up the road.
Ready to separate vendor revenue from tenant noise?
Start with the £500 audit. You get a written report covering every campaign, every conversion, every CRM integration — and a plain-English explanation of what it's costing you today.