Introduction
If you’re in the real estate business, a builder, agent, or project promoter, you already know how competitive things have become. You’re listing on property portals, sharing on Instagram, and maybe even running hoardings around the city. But here’s the uncomfortable truth: most of that attention is broad, passive, and rarely turns into a real enquiry.
Meanwhile, serious buyers are searching. They’re on Google right now typing “2BHK near Singanallur under 50 lakhs” or “plots for sale in Coimbatore with EB & water.” These are not casual scroll-ers. These are people looking to buy.
The problem? If your project doesn’t show up at the exact moment they search, you don’t exist to them. Your competitor, who’s running a targeted Google or Facebook ad, just captured that enquiry. That site visit. That sale.
Pay-per-click (PPC) marketing flips the model. Instead of shouting into the void, you quietly place your project in front of high-intent buyers when they’re ready. No wasted budgets. No guessing. Just clear, trackable performance from search to site visit.
In this blog, we’ll walk you through exactly how PPC works for real estate and how local ads can help you sell faster, smarter, and with fewer middlemen.
Why PPC Works So Well in Real Estate
Real estate is a high-stakes decision; no one buys a home on impulse. That’s exactly why Pay-Per-Click advertising fits this industry so well. Buyers don’t just scroll through options casually; they actively search, compare, and inquire. And PPC lets you show up right at that moment of intent.
Take Google Ads, for example. If someone searches “2BHK flats in Peelamedu under ₹50 lakhs,” Google displays a list of relevant results. If your ad is one of them, you’ve already filtered for someone interested, has a budget in mind, and is actively looking. That’s half the battle won.
PPC also allows precise targeting. You can narrow your audience by location, income level, device (mobile or desktop), or even behaviour (like people who visited real estate sites recently). It means you’re not throwing ads at people who aren’t in the market.
For builders and agents, this is a powerful tool. You’re not waiting for referrals or relying solely on property portals. Instead, you’re driving warm traffic directly to your site, people who are far more likely to pick up the phone or message you.
Real estate marketing works best when it meets the intent. PPC is one of the few tools that delivers exactly that.
Google Ads Capture People Who Are Already Searching
Google is where serious buyers begin. When someone searches “ready to move flats near Avinashi Road” or “3BHK gated community Coimbatore,” they’re not browsing, they’re preparing to take action. This is where Google Ads comes in.
With a well-structured PPC campaign, your ad can appear at the top of those results above organic listings and property portals. That visibility is powerful. You’re not chasing customers; you’re being found by them.
Here’s how it works in real estate:
- You choose the keywords that match what buyers are searching for (like “luxury villas Saravanampatti” or “plots near airport”).
- You write a short ad with your unique selling point, price, amenities, or limited-time offer.
- You link the ad to a focused page: a landing page with project photos, highlights, a form, and a WhatsApp or call button.
This isn’t just about impressions. It’s about qualified leads, people who are actively planning a site visit or purchase. And the best part? You only pay when someone clicks.
Many real estate businesses spend lakhs on branding. But with Google Ads, even ₹300/day can bring in real enquiries if the campaign is focused and local.
Facebook & Instagram Ads Catch Them While They Scroll
Not every buyer starts their journey with a Google search. Some get influenced by what they see while scrolling a walkthrough video, a lifestyle image, or a carousel of property photos. That’s where Facebook and Instagram ads come in.
Unlike Google, where you target keywords, Meta Ads let you target people based on who they are, their age, location, interests, job title, and even income group. So if you’re selling 2BHK homes near Peelamedu to first-time buyers, you can show your ad to people aged 28–40 who live in Coimbatore, are recently married, and follow real estate pages.
Visuals matter here. A clean image of your exterior, a short video of your sample flat, or even a simple post with “Starting at ₹42L, Ready to Move Book Site Visit Now” can stop the scroll.
The key? Simplicity and clarity.
Your ad should include:
- 1–2 high-quality visuals
- A headline that clearly states the offer
- A direct CTA: “Send WhatsApp Message” or “Book a Site Visit”
These platforms also let you retarget, meaning if someone visited your site but didn’t enquire, you can show them the same property again later. Sometimes, that second or third view is what leads to the booking.
What a Good Real Estate PPC Funnel Looks Like
Running ads is just the beginning. For your PPC campaigns to bring bookings, you need a working funnel, a smooth, intentional path from ad to enquiry to site visit.
Here’s what a basic but effective funnel looks like for real estate:
- The Ad:
You start with a clear, benefit-driven ad. For example:
“2BHK near Hope College – ₹47L, No Brokerage – Book Site Visit Now” - The Landing Page:
Once they click, don’t send them to your homepage. Send them to a focused page for that project:
– A few key images
– Highlights (price, location, possession date)
– Google Maps pin
– One-click WhatsApp button or form
Keep it short and skimmable. - The Follow-Up:
Once someone messages or fills the form, speed is everything. Most leads go cold within 10 minutes. Set up WhatsApp Business automation or get your sales team ready to respond fast. - Site Visit:
Offer clear time slots, addresses, parking info, and a friendly greeting when they arrive. This is where offline meets online, and many real estate teams drop the ball here.
Where Most Builders Go Wrong:
– Ads are vague: “Best Flats in Coimbatore” (no hook, no targeting)
– Landing pages are cluttered or generic
– Follow-ups are delayed or pushy
– No clear incentive to book a visit
When your funnel works, each rupee you spend brings you closer to a buyer, not just a browser.
Budget & ROI: What to Expect
One of the most common questions real estate developers ask before starting PPC is: “How much should I spend and what will I get in return?”
Here’s a grounded breakdown.
Minimum Daily Budget:
You can start with as little as ₹300–₹500/day on either Google or Facebook. For real estate, where each lead can be worth lakhs, this is a smart entry point. As results come in, you scale.
Cost Per Lead (CPL):
With a focused campaign, CPL can range from ₹40–₹150 depending on:
– Your property segment (plots are cheaper than premium villas)
– Your creative and landing page quality
– Target audience location and competitiveness
But here’s what matters more than cost: quality.
A ₹60 lead who doesn’t answer calls is more expensive than a ₹130 lead who visits your site and books.
What to Expect in Month 1:
– Week 1–2: Testing creatives, audience, timings
– Week 3: Leads become more consistent
– Week 4: You’ll know what’s working and what to pause or double down on
Results are trackable:
– You’ll see how many clicks each ad got
– How many people visited your landing page
– How many sent a WhatsApp message or filled out the form
– How many of those turned into site visits
This level of clarity is why PPC often outperforms hoardings or offline listings, you know exactly where your money is going.
Final Thoughts
Real estate is still about relationships, trust, and location, but how people find you has changed.
Today’s homebuyer doesn’t wait for a newspaper ad or call a broker first. They Google. They scroll. They compare. And in those few seconds, they decide who to talk to. If your property isn’t visible right then you’re out of the race before it even begins.
PPC helps you show up in those crucial moments. Whether it’s a targeted Google search, a scroll-stopping video on Instagram, or a retargeting ad reminding someone of the villa they saw yesterday, each impression pulls the buyer one step closer to you.
The good news? You don’t need to figure this all out yourself.
At Blackstone Infomatics, we help real estate brands like yours run lean, high-converting PPC campaigns built around your budget, your audience, and your goals. From ad copy to landing pages to lead tracking, we manage it all.
If you’re ready to stop guessing and start getting actual site visits and enquiries from your online campaigns, we’d love to talk.
Let’s set up your first PPC campaign for real estate.