--- title: "Keywords for real estate ads" description: "Prepare real estate search-ad keywords around services you provide. Check research settings, matching rules, exclusions, and the page each ad opens." canonical: "https://scalewithsearch.com/articles/keywords-for-real-estate-ads" --- ## Site navigation - [Scale With Search](https://scalewithsearch.com/) - Real estate - Real estate - [Real estate](https://scalewithsearch.com/for/real-estate) - Work - Start here - [Send your brief](https://scalewithsearch.com/work#send-your-brief) - [Prepare your six-question brief](https://scalewithsearch.com/work#prepare-your-six-question-brief) - Build - [Site build, content library with SEO, signal desk](https://scalewithsearch.com/work) - For your business - Trades and home services - [Auto body and collision shops](https://scalewithsearch.com/for/auto-body-and-collision-shops) - [Foundation and home repair contractors](https://scalewithsearch.com/for/foundation-and-home-repair) - [Garage door and fencing contractors](https://scalewithsearch.com/for/garage-door-and-fencing-contractors) - [HVAC contractors](https://scalewithsearch.com/for/hvac-contractors) - 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Prepare the phrase, proposed matching rule, page, and contact destination together. Review that brief before committing advertising spend. Use this method if you are considering search advertising. It describes keyword preparation, without recommending a budget or claiming campaign results. Keep the decision to advertise separate from the website repairs needed to support it. ## Start with the work you offer Write down the representation you provide, the markets you serve, and the material available on your website. Give seller services and property browsing separate descriptions. Select the service this proposed advertisement should explain. Use these authored templates to prepare candidate phrases. They have no measured search volume or observed customer frequency. | Candidate phrase | Question to assess | Destination to inspect | | --- | --- | --- | | listing agent [City, State] | What seller representation do you offer here? | Seller-service page | | sell my townhouse [City, State] | How would you help with this property type? | Relevant seller-service explanation | | homes for sale [Community] | What authorized availability can someone inspect? | Current property or community destination | Keep a phrase only when the corresponding service and page fit your business. Leave an unsupported specialty out. Replace placeholders with places you serve after confirming that the destination explains them. For each candidate, state what someone should learn before contacting you. Record missing evidence or an incomplete page as a preparation task. Do not treat the keyword list as permission to publish unsupported claims. ## Record the research settings Ask whoever supplies keyword research for the exact phrase, source, collection date, location, period, and network settings. Keep an absent metric marked as unknown. Compare estimates collected under the same conditions. Google Keyword Planner's average monthly searches include the keyword and close variants under the selected period, location, and Search Network settings. Google says search-volume statistics are rounded. Its competition measure concerns advertisers showing for the keyword. [Google's metric definitions](https://support.google.com/google-ads/answer/3022575?hl=en). Keep that advertising competition field separate from organic search difficulty. Retain the original export beside your brief. Avoid adding overlapping phrases' volumes into a forecast of inquiries. Forecasts are different records. Google says forecasted impressions account for bid, budget, seasonality, and historical ad quality. [Google's forecast explanation](https://support.google.com/google-ads/answer/3022575?hl=en). Ask the campaign owner to identify the assumptions behind a forecast. Leave an unpriced plan unpriced until its costs and terms are supplied. Keep a forecast separate from the results of an actual campaign. ## Specify how the keyword may match a search Google's keyword matching options determine how closely a keyword must match a search for an ad to be considered. Broad match can include related searches beyond the keyword's direct meaning. [Google's matching documentation](https://support.google.com/google-ads/answer/7478529?hl=en). Record the proposed match type beside every candidate. Ask the campaign owner to explain the searches that choice can admit. Review the choice against your service and destination, rather than judging the phrase alone. Keep examples of intended and unwanted searches in separate columns. Treat your examples as review cases. They do not report the searches an unlaunched campaign has received. For a seller-service phrase, ask whether the matching plan could admit a request your page cannot answer. Give that request a review note. Require an explicit decision before including the keyword in the proposed campaign. ## Review exclusions with their scope attached Negative keywords exclude search terms from campaigns. Google advises choosing exclusions carefully because excessive exclusions can reduce reach. It also says negative keywords do not match close variants. [Google's negative-keyword guidance](https://support.google.com/google-ads/answer/2453972?hl=en). Prepare proposed exclusions from services you do not provide and searches outside the page's purpose. Ask the campaign owner to document each exclusion's match type and applicable scope. Keep the reason beside it. Avoid copying another advertiser's list without review. Check whether an exclusion would remove a request your business can fulfill. Ask how relevant spelling and wording variations will be assessed under the actual matching rules. ## Connect the advertisement and page Put the proposed advertisement beside the destination's opening paragraph. Check that both describe the same service. Confirm your identity, market, supporting material, and next step on the page. Google's landing-page experience component concerns relevance and usefulness to people clicking an ad. Quality Score is a diagnostic tool, rather than an input in the ad auction. [Google's Quality Score guidance](https://support.google.com/google-ads/answer/6167118?hl=en). Use that diagnostic distinction when reviewing the proposal. Ask for the page defect or mismatch that needs repair. Keep an inquiry result separate from a diagnostic score. If you choose Google Ads, its destination requirements cover working pages on common browsers and devices, AdsBot crawlability, and access in the targeted location. [Google's destination policy](https://support.google.com/adspolicy/answer/6368661?hl=en). Have the site maintainer check the exact proposed address. Include redirects and any tracking variation in that review. Resolve a broken page or contact route before directing traffic there. ## Make the review record usable Keep the candidate phrase, research settings, proposed match type, exclusion decisions, advertisement, and page address in one brief. Name the person approving the campaign and the person maintaining its destination. Arrange a clearly marked inquiry test with the receiving person. Use contact details you control. Save the submission and matching receipt. Require a repeat test after repairing a failed destination or missing field. For later campaign review, keep observed searches, advertising costs, page visits, and received inquiries separate. Record the period and conditions for each measure. Investigate a difference before attributing it to a keyword change. ## Bring the keyword brief into your website scope Prepare your current site, proposed phrases, advertisement, destination page, and contact recipient. Mark the page content or delivery problem that needs work. Take that brief to [the real estate website page](/for/real-estate). Request a written scope for the whole website fix. Include the destination and inquiry checks in the agreed work. Resolve campaign spending and activation separately with the person responsible for advertising. ## Related: Real estate - [Check your real estate website in 30 minutes](/articles/real-estate-website-audit) - [Test the seller inquiry path on your real estate website](/articles/seller-inquiry-path-agent-website) - [Own your real estate website: domain, hosting, editing, and leads](/articles/own-your-site) ---- ```text .|########||. .|########||. .|########||. |##||. .||##|. |##||. .||##|. |##||. .||##|. |#|. .|#|. |#|. .|#|. |#|. .|#|. |#| |#| |#| |#| |#| |#| .#| |#. .#| |#. .#| |#. .#. .#| .#. .#| .#. .#| |#. .#| |#. .#| |#. .#| |# ...... #| |# ...... #| |# ...... #| .# ||#########| #| .# ||#########| #| .# ||#########| #| .#. |######||######|. .#. .#. |######||######|. .#. .#. |######||######|. .#. #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# # .||####|###########################|. # # .||####|###########################|. # # .||####|###########################|. # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || #. .######|#|#########| .# #. .######|#|#########| .# #. .######|#|#########| .# .#. |#####||||#####| .#. .#. |#####||||#####| .#. .#. |#####||||#####| .#. |# ||########|| #. |# ||########|| #. |# ||########|| #. |# ...... #| |# ...... #| |# ...... #| |#. .#| |#. .#| |#. .#| |#. .#. |#. .#. |#. .#. .#| |#. .#| |#. .#| |#. |#| |#| |#| |#| |#| |#| .|#|. .|#|. .|#|. .|#|. .|#|. .|#|. |##||. .||##| |##||. .||##| |##||. .||##| .||########||. .||########||. .||########||. 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