Property PPC
PPC for estate agents, aimed at vendors not browsers
Google Ads campaigns built around valuation and landlord searches in your patch, with proper landing pages and tracking from first click to signed instruction.
- Vendor and landlord keywords only
- Valuation pages that convert
- Cost per instruction reported
Quick answer
ProntX provides PPC for estate agents, letting agents and property developers across the UK. We run Google Ads and Local Services Ads aimed at vendor and landlord searches, build valuation landing pages and track leads through to instructions. Management starts from £450 a month on rolling contracts, with ad spend paid directly to Google.
PPC for estate agents should do one job well: put your branch in front of homeowners who are searching for an agent or a valuation right now, and turn those clicks into booked appointments. Buyer and tenant traffic is cheaper to buy and almost worthless to you, because the portals already deliver it. ProntX manages property PPC campaigns for estate agents, letting agents and developers, with every pound aimed at vendor and landlord intent and every lead tracked to an instruction.
Where agency ad budgets usually leak
The most common problems we see in estate agent Google Ads accounts are broad keywords that match “houses for sale” and “estate agent jobs”, ads sending people to the homepage, location settings that show ads miles outside the patch, and no conversion tracking beyond a page view. The account looks active, clicks are cheap, and nobody can say whether a single instruction came from it.
What a good property PPC account looks like
Tight campaigns by branch and service, keywords built around selling and letting intent, negative keyword lists that block buyers, renters, jobseekers and DIY sellers, a dedicated valuation landing page, and conversion tracking on form submissions and calls. Then a monthly view of cost per valuation and, where your CRM allows, cost per instruction.
Keywords
Which keywords should estate agents bid on?
Keywords that signal a homeowner choosing an agent, booking a valuation or looking for management. Exclude buyer and renter searches the portals already serve.
| Intent | Example searches | Our approach |
|---|---|---|
| Choosing an agent | estate agents [town], estate agent near me, best estate agent [area] | Core campaign per branch, strongest bids |
| Valuation | house valuation [town], free property valuation, how much is my house worth | Dedicated valuation page, short form, call option |
| Landlords | letting agents [area], property management [town], landlord fees | Separate lettings campaign and landing page |
| Brand | your agency name, your agency name reviews | Low-cost defence against online agents and comparison sites |
| Exclude | houses for sale, flats to rent, estate agent jobs, sell house privately | Negative keyword lists, reviewed weekly |
For commercial real estate PPC the keyword set changes completely: “office space to let [city]”, “industrial unit for sale”, “commercial property agent”. Volumes are small and clicks are expensive, so commercial campaigns are narrower and lean more on remarketing and LinkedIn.
Campaign types
Which Google Ads formats work for estate agents?
Search campaigns do most of the work. Local Services Ads, remarketing and Performance Max each have a smaller, specific role.
Search
Vendor and landlord search ads
The backbone. Ads written for each branch, mentioning the area, your selling points and a clear call to book a valuation. Call extensions route to the branch during opening hours.
Local Services Ads
Pay-per-lead listings
Google extended Local Services Ads to estate agents in the London area in 2023, with a Google Screened badge for verified firms. You pay for leads rather than clicks. We set them up where available and compare cost per lead with search.
Remarketing
Bringing back undecided owners
Display and YouTube ads to people who visited your valuation page but did not book. Useful because vendors take weeks to decide, and a reminder with a market update often brings them back.
Developers
New homes launches
Search for development and area names, plus Performance Max or Demand Gen for registration drives, with strict exclusions so budget is not spent on irrelevant placements.
Landing pages and tracking
How do you know if estate agent PPC is working?
By measuring cost per booked valuation, and then cost per instruction once you know your conversion rate. Clicks and click-through rates are only diagnostics.
A valuation page that converts
Sending ad clicks to your homepage wastes most of them. We build or brief a landing page for each branch with a short form (address, type of valuation, best time to call), recent local results, reviews, the team, and a phone number. No portal search box, no distractions. Instant online estimate tools can sit alongside, but the goal is a booked in-person or video valuation.
Tracking to the instruction
We track form submissions and calls as conversions in Google Ads and GA4. With your CRM or a simple monthly export, we match those leads to valuations attended and instructions won. That turns “we spent £800 and got 40 leads” into “we spent £800 and won three instructions worth roughly this much in fees”, which is the only number that should decide your budget.
Speed matters as much as the ad. A valuation request answered within the hour is far more likely to book than one called back the next afternoon. We set up instant notifications to the right branch and, where it helps, an automatic confirmation text so the owner knows someone will be in touch.
Rules and timing
Are there advertising rules for estate agent PPC?
Yes. The CAP Code applies to your search ads just as it does to boards and leaflets, and seasonality should shape how you spend.
Compliance points
ASA rulings have found estate agent fee ads misleading when they quoted a percentage plus VAT instead of a VAT-inclusive figure, or hid extra costs behind a flat fee. “Sold in X days” or “best agent” claims need evidence. Google’s stricter housing targeting restrictions apply in North America rather than the UK, but we still avoid audience settings that could exclude people unfairly, and we keep location targeting to the areas each branch genuinely serves. We write compliant ads, and your compliance lead or principal approves fee and performance claims.
Seasonal budgeting
Vendor searches usually rise after Christmas and into spring, with another push in early autumn, and slow over the summer holidays and December. We shift budget between months and branches rather than spending evenly, and lower bids at times your branch cannot answer the phone if call leads matter most to you. Local events matter too: a new station, a school catchment change or a large development nearby can lift vendor searches in one branch while another stays flat.
Pricing
How much does PPC for estate agents cost?
ProntX PPC management for property businesses starts from £450 a month. Ad spend is separate and paid directly to Google from your own account, never through us.
| Account size | Typical scope | Management fee |
|---|---|---|
| Single branch | Sales or lettings search campaigns, valuation page brief, conversion tracking | From £450 a month |
| Multi-branch | Campaign per branch, sales and lettings split, remarketing, CRM lead matching | Typically £650 to £1,100 a month |
| Developer launches | Time-limited launch campaigns across search and video | Scoped per development |
Ad budgets vary with how competitive your towns are. Central London agent searches cost far more per click than a market town, so we model expected cost per valuation before you spend. Already running ads? Our PPC audit checks your existing account first. For wider context see Google Ads management and how paid search fits alongside SEO for estate agents.
PPC and Google Ads
from £450/month
Management fee. Ad spend is paid direct to Google
What is includedSEO and AI search
from £595/month
Local and small business SEO, GEO and AEO included
What is includedFree audit
Is your current ad spend winning instructions?
Send us read-only access and we will record a personal video audit of your account within two working days.
ProntX has managed campaigns for more than 200 clients across six years. You keep ownership of your Google Ads account, pay Google directly, and can stop on a month’s notice. Request a free audit and we will show you the searches wasting budget and the ones worth more.
How it works
What happens after you get in touch
- 01Free audit
We review your site, search visibility, ads and competitors, then send a short video walkthrough with the quickest wins.
Request audit - 02Plan and price
A one-page plan with goals, channels, timeline and a fixed monthly price. No surprises later.
See prices - 03Launch in weeks
Tracking first, then quick wins, then the bigger builds. You see progress in the first month.
See our work - 04Report and grow
Monthly report in plain English: leads, sales, cost per result and what we do next.
Talk to us
Same industry
More for estate agents and property
FAQ
Estate agent PPC questions, answered
Still unsure? Ask us anything. We reply within one working day.
Is Google Ads worth it for estate agents?
It is worth it when campaigns target vendors and landlords, send clicks to a proper valuation page and are judged on instructions won. Many agents who say Google Ads did not work were paying for buyer traffic or had no tracking. Work out what one instruction is worth in fees, then compare it with cost per valuation and your valuation-to-instruction rate.
How much should an estate agent spend on Google Ads?
Enough to collect meaningful data in your patch, which for a single branch outside central London is often a few hundred pounds a month to start. Competitive London postcodes cost much more per click. We estimate cost per valuation before you commit, start with a test budget and scale only when the numbers show instructions coming through.
What are Local Services Ads for estate agents?
They are pay-per-lead ads shown at the top of Google, with a Google Screened badge for verified businesses. Google extended them to estate agents in the London area in 2023. You set a budget and pay for leads rather than clicks. Availability varies by location, so we check whether you qualify and run them alongside search campaigns if they do.
Should we bid on our own agency name?
Usually yes, at low cost. Online agents, comparison sites and competitors sometimes bid on established agency names, and a homeowner searching for you can end up clicking their ad instead. Brand clicks are cheap because your ad is highly relevant. We monitor who appears on your name and adjust spend to match the threat.
Why are we getting leads from buyers and jobseekers?
Because broad keywords like 'estate agent' match many intents, including people looking for jobs, rentals or homes to buy. The fix is tighter keyword matching, a thorough negative keyword list and ad copy that says clearly you are inviting valuations. We review search terms weekly so irrelevant clicks are blocked before they eat into budget.
Should PPC traffic go to our homepage?
No. A homepage is built for buyers, tenants and browsing, so vendors have to hunt for the valuation form. A dedicated landing page per branch, with a short form, reviews, recent local results and a phone number, almost always converts better. We brief or build the page and test changes once traffic is flowing.
Is PPC or SEO better for estate agents?
They do different jobs. PPC brings valuation requests within weeks and lets you switch spend on and off by branch. SEO takes months but builds enquiries you do not pay per click for. Most agencies benefit from PPC for immediate demand and SEO for long-term cost reduction, and running both shows which searches convert best.
How much does estate agent PPC management cost?
ProntX PPC management starts from £450 a month for a single branch, on a rolling monthly contract. Multi-branch accounts typically cost between £650 and £1,100 a month. Ad spend is extra and paid straight to Google from your own account. You keep full ownership of the account and all data if you leave.
Works well with
Related services
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