Targeting
Search Location Targeting
Advertise against the places people are searching for property — the clearest signal of where they intend to buy.
Search-location targeting reaches people based on the place they are looking for property in, regardless of where they are physically located. It is the dimension that makes destination demand addressable: someone in Germany searching for property in Thailand is a Thai market prospect, and search-location targeting is what places a Thai advertiser in front of them.
- Follows intent, not just presence
- Reaches out-of-area and cross-border buyers
- Combines with property type, listing type and keywords
Where someone searches beats where they sit
Take a concrete case. A buyer in Germany is browsing villas in Phuket. Physical-location targeting sees a person in Germany and offers them German property. Search-location targeting sees someone shopping the Thai market and offers them Thai property. Only one of those is useful to a Phuket developer — and only one of them is useful to the buyer.
Destination intent is not an edge case
International and second-home demand is ordinary in real estate: retirement moves, relocation, investment, family abroad. A generic display network models that as an interest category inferred from browsing history. Here it is the actual search, made in a real estate marketplace, about a real market.
What you can narrow to
A whole country is reached through its portal, and a city or area by naming it in your keywords, so the campaign appears on the searches for that place. The Keyword Planner turns a location into keywords you can use.
- Advertise one country to demand forming in another
- Focus a listing on the area people are actually searching
- Layer property type on top so the ad matches the search, not just the place
Common questions
- How is this different from physical-location targeting?
- Search location is the place someone is looking for property in. User location is where they are sitting. Housing Market Ads targets the first only: the ad follows the market being searched, wherever the reader is.
- Can I reach buyers in another country?
- Yes. Search-location targeting reaches someone interested in a destination even when they are physically elsewhere — for example, a person in Germany searching for property in Thailand.
More answers on the FAQ.