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Google Ads for real estate agencies and brokers

Someone searching "2-bedroom apartment in Setor Bueno" or "house for rent in Anápolis" is actively looking for a property. Google Ads puts your listings in front of that person, with separate campaigns by neighborhood, property type and purpose (buy or rent).

EixoAds · Updated on November 1, 2026

How to structure the campaign

  • Split by purpose: sales and rentals have different audiences and urgency. Separate campaigns keep the budget under control.
  • Ad groups by type and area: "apartment for sale in [neighborhood]", "gated community house in [city]", "office space for rent".
  • The right page for each group: the ad for apartments in Setor Bueno should lead to a list of those apartments, not the home page.
  • Negatives: "floor plan", "mortgage simulator", "auction" (if you do not handle them), "broker jobs", "broker course".

Attract property owners too

Many agencies forget that Google also works for getting listings. Searches like "sell my apartment", "property valuation in [city]" or "agency to manage my rental" bring owners. A small, separate campaign for this usually pays off well, because each listing you win is worth many sales and rentals.

Rules for the industry in Brazil

  • Advertising by brokers and agencies must include the CRECI registration number, under the rules of COFECI (the federal real estate council). Put it in the ads or, at a minimum, on the landing page.
  • Advertised prices and conditions must be real. A "from" price that does not exist leads to complaints and can get the ad disapproved by Google.
  • Real photos of the property, without misleading edits.

How much to invest and what to track

In real estate, a click usually costs R$ 1.50 to R$ 5.00, varying a lot by neighborhood and property value. Small agencies often start with R$ 30 to R$ 60 per day. Track WhatsApp leads and calls by campaign, and note which became viewings. See how to track WhatsApp conversions and how much Google Ads costs.

Need a website with property search? ON Network builds them. For ad management, see the EixoAds plans.

Frequently asked questions

Can I advertise each property separately?

You can, but it is usually more efficient to advertise by type and area and send people to a list of matching properties. Per-property ads work for high-value properties.

Do I need the CRECI number in the ad?

COFECI rules require advertising to include the CRECI number. Add it to the ad whenever it fits and, at a minimum, to the landing page.

Does Google Ads work for getting listings?

Yes. Searches like "sell my property" and "property valuation" bring owners. A separate campaign for this is worth it.

Want to know how much to invest?

Talk to Lucas on WhatsApp: we review your industry and city before you invest.

Chat on WhatsApp See plans and pricing

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