Targeting
Real Estate Audience Targeting
Four dimensions, built from what a property search actually contains.
Housing Market Ads targeting describes an audience by property-shopping behaviour rather than by demographic profile. A campaign’s keywords are matched against the address of the portal page being viewed, so they select the location being searched, the property type and the listing type — used alone or together. Targeting follows the page, not where the reader is sitting.
The four dimensions
Search Location
The place someone is searching for property in — not where they happen to be sitting.
Property Type
Condominiums, houses, apartments, villas, land, and commercial, office or business property.
Listing Type
Sale, rent, vacation rental, co-living — the transaction someone is actually shopping for.
Keywords
The words a portal page must carry for your ad to appear, researched with the Keyword Planner.
Layering: narrow enough to match, broad enough to deliver
Every filter you add removes people from the audience, including some you wanted. The order that works is to start with the single strongest signal — usually the location the property is in — and add a second dimension only where it represents a genuine relevance or eligibility requirement.
A campaign narrowed on every dimension at once can be so specific that it barely delivers, which reads as a platform problem and is really a plan problem. Watch impressions in your dashboard after launch, and if delivery is thin, drop the least important word from a keyword first.
Local campaigns and international campaigns are different plans
Targeting follows the market being searched, never the reader’s own location, and that shapes a local plan and an international plan differently.
Local
The offer needs the audience nearby: an open house, a branch, a survey, a licensed service area. Use keywords for the place itself, and state in the ad the area you serve, because a reader searching that place may be anywhere.
International
The property is the fixed point and the buyer could be anywhere. Keywords for the property’s market reach someone in Germany searching for property in Thailand, whom a campaign targeted by physical location would never show a Thai listing to.
Read about each dimension
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Search Location
Advertise against the places people are searching for property — the clearest signal of where they intend to buy.
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User Location
Ads follow the market someone is searching, not where they are sitting.
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Property & Listing Type
Match the ad to the kind of property, and the kind of transaction, being shopped for.
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Keyword Targeting
Reach people by the property terms they are actually searching.
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Retargeting
Keep your brand present with people who have already shown property intent.
Reach property shoppers across 34 real estate portals.
Creating an account is free. Build a campaign, set its keywords and daily budget, and add a card only when you submit it for review.