The 80/20 Rule of Housing Market Ads Keyword Campaigns

The majority of campaign success comes from selecting the right location.

Think about how people search for real estate.

Most begin with:

• Where do I want to live?
• Where do I want to invest?
• Where do I want to retire?

Only later do they ask:

• Condo or house?
• New build or resale?
• Luxury or affordable?

This is why location-driven campaigns frequently outperform highly detailed keyword combinations.

Example Campaign

Keywords:

Bangkok

Sale

Potential Audience:

• Local homebuyers
• Foreign investors
• Retirement buyers
• Vacation home seekers
• Relocation buyers

Compared to:

Bangkok

Luxury Condo

Sale

The audience becomes significantly smaller.

Housing Market Ads focuses on showing advertisements to active real estate shoppers using location and listing-based targeting.  

Best Practice

Start broad:

Location

Listing Type

Analyze results.

Then create secondary campaigns focused on specific property categories if needed.

Location drives buyer intent.

Property type refines buyer intent.

Start with the strongest signal first.