What is search engine advertising (SEA)?
When you search for something on Google, different types of results appear: maps, news, images, videos – and often also ads. These paid ads are part of search engine advertising, known as SEA (Search Engine Advertising). For estate agents, this is a very effective way to become visible online in a targeted way.
Why search engine advertising (SEA) is important for estate agents
Google is still the most important search engine – especially in Germany. When people have an urgent question or are looking for a service, they almost always use Google. The results appear on what is called the search results page. The top section of this page is now almost entirely reserved for paid ads. This means: if you, as an estate agent, want to be visible right at the top, you can hardly avoid search engine advertising (SEA).
Unlike platforms such as Facebook, where people come across ads more by chance, users on Google actively search for a specific topic – for example “sell house Munich” or “property valuation Cologne”. They are already in the middle of their decision-making process. As a result, enquiries from Google are usually more qualified and have higher conversion rates.
In short: those who appear in Google search reach people at the exact moment when they are looking for an estate agent or a property valuation – and therefore potential clients with real interest.
Basic principle of search engine advertising
In a Google search, you often see results marked “Ad”. These come from Google Ads, Google’s advertising system. Companies can place ads that appear precisely when someone searches for certain terms.
Example: A user enters “estate agent Cologne” into Google. An ad from a Cologne-based agent appears at the very top – visible before the organic (unpaid) results.
The aim of SEA is therefore to appear at the top for relevant search queries and thus attract more interested people to your website.
How does SEA work in Google?
Google uses an auction to decide which ads are shown. This auction takes place within fractions of a second whenever someone enters a search query.
Four factors play a role:
- The search query
The user searches, for example, for “sell house Stuttgart” or “value flat Munich”.
- The bid
As the advertiser, you decide how much you are prepared to pay when someone clicks your ad (Cost per Click, CPC). Example: €1.00 per click.
- The quality score
Google evaluates how well your ad and your landing page match the search query. The more relevant and useful both are, the higher your quality score – and the better your ad can be placed, even if your bid is lower.
- The ad rank
The ad rank results from bid × quality score. It determines whether your ad appears at the top or further down the page.
Important: Google prefers ads that are genuinely helpful for users. This means relevant ads can still appear in a high position even with lower click prices.
What happens after the click?
When someone clicks your ad, they are taken to a landing page – usually a specific subpage of your website. This page should:
- match the searched topic exactly (e.g. valuation or sale),
- be easy to understand, and
- contain a clear call to action (e.g. “Calculate market value” or “Get in touch”).
The better this page is structured, the more likely it is that a contact (lead) will be generated.
Why is SEA useful for estate agents?
Search engine advertising is particularly attractive for local service providers such as estate agents because it makes you visible exactly when someone is actively searching.
Your advantages:
- Targeted visibility: Your ad appears only for relevant searches in your region.
- Cost control: You pay only when someone actually clicks your ad.
- Fast results: Unlike search engine optimisation (SEO), you see immediate impact once your campaign is active.
- Measurability: You can clearly see how many clicks, calls or enquiries come through your ads.
Requirements for successful SEA campaigns
- A Google Ads account: Set one up at ads.google.com.
- A clear goal: e.g. more valuations, more sale instructions, more rental enquiries.
- Relevant keywords: Search terms that match your service precisely.
- A strong landing page: Clear, fast, mobile-friendly, with a contact form.
- Continuous evaluation: Use Google Ads reports or Matomo to measure results.
If you would like support
If you prefer not to manage Google advertising yourself, you can rely on experienced partners. In the BOTTIMMO Partner Area, you will find certified providers such as the agency RedCup, which specialises in Google search advertising. They take care of:
- Planning and setting up the ads
- Managing and optimising campaigns
- Analysing the results
- Go to the partner area
Summary
| Topic | Explanation |
|---|---|
| SEA (Search Engine Advertising) | Paid advertising in search engines such as Google |
| Goal | Visibility for relevant search queries and generation of new contacts |
| Cost | Payment per click on the ad (Cost per Click) |
| Success factors | Relevant ads, strong landing page, high quality score |
| Advantage for estate agents | Regional visibility exactly at the moment of the search |
In short: SEA is an easy way to be found online – exactly when potential sellers or landlords are searching for an estate agent. Even with a small budget, you can achieve measurable results quickly.