Search engine advertising (SEA): Set up & create a campaign

Why run a Google Ads campaign?

With Google Ads, you become visible at exactly the moment when prospects actively search for your services. With just a few settings, you can create a simple campaign – but: setting it up is only the beginning.

Keep an eye on your campaigns, keywords and budget regularly to avoid unnecessary costs. If you feel unsure, an experienced partner such as RedCup from our partner network can support you.

First steps: Set up your account

Before you start, you need a Google account and access to ads.google.com.

How to set up your account:

• Go to ads.google.com and click “Get started”.
• Sign in with your Google account (or create one).
• Select “Create new campaign”.
• Choose a campaign objective – for estate agents this is usually Lead generation (e.g. property valuations or contact enquiries).

Creating your campaign – step by step

a) Choose your goal and campaign type

Select “Search campaign” as your campaign type. These ads appear directly in Google Search when users enter terms such as “sell house [location]”.

b) Enter your business details

Enter your business name and website. Google will show a preview of how your page looks on desktop and mobile.

Tip: Check whether Google Analytics or another tracking tool is set up. This helps you measure campaign performance later.

c) Create your ad

Your ad consists of several text elements:

• Three ad headlines (30 characters each) 
  Example: “Property Valuation in Bristol”
• Two descriptions (90 characters each) 
  Example: “Free market appraisal – fast and without obligation”

Google automatically tests different combinations to achieve the best performance.

Tip: Use the call extension so prospects can call you directly from their smartphone.

d) Define your keywords

Choose the search terms that should trigger your ad.

Examples of useful keywords:

• calculate house value [location]
• sell flat [location]
• estate agent [location]

Avoid overly general terms such as “house” or “property”, as these quickly lead to unnecessary click costs.

e) Geographic targeting

Define where your ads should appear:

• Select “Advertise near an address”.
• Enter your office address and set a radius (e.g. 20 km).

This ensures your ads are only shown to people within your working area.

f) Set your budget

Google suggests a budget based on your location and competition.

Recommendation: Plan for at least €800 per month – this corresponds to about €27 per day.

Make sure you monitor your budget and check regularly whether your spending matches the enquiries you receive.

g) Add payment information

Finally, enter your billing address and payment details. Available options include:

• Credit card
• PayPal
• Direct debit

Note: Country and time zone cannot be changed afterwards. Check your details carefully.

Review and launch your campaign

Review all settings:

• Do the ad texts look correct?
• Are the keywords relevant?
• Is the correct landing page assigned?

After Google has reviewed your ad (usually within one working day), your campaign will go live.

In the Google Ads dashboard, you can then view all key data – such as clicks, impressions and enquiries.

After launch: Optimise and monitor

Once your campaign is running, regular monitoring is essential. Pay attention to the following:

• Keywords: Do they match your goals or should some be excluded?
• Budget: Is it used effectively or consumed too quickly?
• Results: Are you receiving enquiries and valuation requests?

Google Ads is not a one-time project but an ongoing process. Only those who maintain their campaigns achieve long-term results.

Support from partners

If you do not have the time or experience in online marketing, you do not have to do everything yourself.

In the BOTTIMMO partner area, you will find certified agencies such as RedCup, specialised in Google advertising for estate agents.

These partners take care of:

• Setting up your account and campaigns
• Selecting the right keywords
• Ongoing monitoring and optimisation

Go to Partner Area

Summary

In short: A Google Search campaign lets you become visible online in just a few steps. However, the key to long-term success is regular review, adjustment and optimisation – ensuring your budget is used effectively and helps you attract new clients consistently.