In today's hyper-competitive real estate market, running Google Ads isn’t enough—you need to run smart Google Ads. That means choosing the best PPC keywords for real estate leads that actually convert, not just drive traffic. If you’re a real estate agent looking to capture more serious buyers and motivated sellers, your keyword strategy could be the difference between an empty pipeline and a calendar full of showings and listing appointments.

Let’s break down how to win with Google Ads keywords for real estate agents and the exact keyword categories that are delivering results in 2025.

Why PPC Still Reigns in Real Estate Lead Generation

Before we dive into the keywords, let’s be clear: pay-per-click real estate lead generation is still one of the most cost-effective ways to generate high-intent leads—especially when you combine it with hyper-local targeting, compelling ad copy, and the right landing page. But all of that falls flat if your keywords don’t align with what serious buyers and sellers are searching for.

Top 5 Keyword Types You Should Be Bidding On

1. Location-Based Buyer Keywords

These are foundational and still dominate in terms of intent.

• “homes for sale in [city/neighborhood]”
• “buy a house in [zip code]”
• “real estate listings near me”
• “townhomes for sale [city]”

✅ Why it works: Buyers searching with location-specific intent are closer to making a decision.

2. Seller-Focused Keywords

These are often underused but can deliver incredible listing opportunities.

• “sell my house fast [city]”
• “what is my home worth in [city]”
• “real estate agent to sell my home”
• “how to sell a house without a realtor” (a great keyword to flip into a value pitch)

✅ Pro tip: Build custom landing pages around these queries for maximum relevance and Quality Score.

3. Transactional Intent Keywords

These users are ready to act now.

• “real estate agent near me”
• “top realtors in [city]”
• “list my house for sale”
• “home buying agent [city]”

✅ Why it works: These keywords often trigger immediate action when paired with click-to-call or form-fill CTAs.

4. Problem-Solution Keywords

These keywords target users who have a specific pain point or question.

• “should I rent or buy a house?”
• “is now a good time to sell my home?”
• “how to buy a home with bad credit”
• “first-time homebuyer help in [city]”

✅ Why it works: These are great for nurturing and retargeting. Use these leads for lead magnets or webinar registrations.

5. Branded Competitor Keywords

Use with caution—but when done right, you can attract clients searching for your competition.

• “Zillow homes [city]”
• “Redfin agent vs realtor”
• “[Competitor brokerage] reviews”

✅ Pro tip: Make sure your ad clearly differentiates your value proposition and avoid trademark violations.

How to Choose the Best PPC Keywords for Real Estate Leads

Not all keywords are created equal. You want keywords that:

• Reflect high buyer or seller intent
• Are hyper-local to your target market
• Have a cost-per-click (CPC) you can sustain
• Align with the landing page and offer

Start with broad match modifier or phrase match variations and monitor what’s converting. Use negative keywords to eliminate irrelevant traffic and keep your budget efficient.

Dippidi Pro Tip: Let the Data Guide Your Strategy

At Dippidi, we specialize in pay-per-click real estate lead generation that focuses on bottom-line results. Our campaigns are built on years of data, tested ad copy, and landing pages that convert. If you're unsure which Google Ads keywords for real estate agents to start with—or how to get better results from your current strategy—let’s chat.

Final Thoughts

Keyword selection isn’t just about traffic—it’s about attracting the right traffic. The best PPC keywords for real estate leads are specific, intent-driven, and local. With the right keyword mix and a smart Google Ads strategy, you can beat your competition and start building a consistent stream of buyer and seller leads.

Need help building a PPC campaign that actually converts?

👉 Get a free strategy session with the Dippidi team

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