The Best PPC Strategy for Real Estate Listings in the UK

Alright, let’s cut to the chase—the UK property market is brutal right now. Prices are all over the place, demand’s still crazy in some areas, and every agent and developer is fighting for the same eyeballs online.

So, how do you make sure your real estate listings don’t just get seen… but actually get sold?

Old-school PPC tricks? Yeah, they’re pretty much dead. Generic Google Ads? Waste of money. Spray-and-pray Facebook campaigns? Good luck with that.

The truth is, 2024’s PPC game is all about hyper-targeting, AI smarts, and video that hooks people in seconds. And if you’re not using these strategies, you’re basically throwing cash into a black hole.

In this guide, I’ll walk you through the real, no-BS tactics that are working right now—backed by hard stats (thanks, Statista) and real examples from the UK market.

(Oh, and quick note—I’ll only mention Digileap twice because this isn’t some sneaky sales pitch. Just pure strategy.)

1. Stop Wasting Money: Laser-Target Your Ads Like a Pro

Here’s the ugly truth: Most real estate PPC campaigns are way too broad. You’re paying for clicks from people who’ll never buy. Let’s fix that.

A. Geo-Fencing: Because “London” Is Way Too Big

Imagine this: Someone’s scrolling on their phone near Canary Wharf, searching for “2-bed flats under £600k.” If your ad pops up with exactly that, you win.

How to do it right:

• Target postcodes, not just cities
• Use keywords like “new builds near [exact tube station]”
• Exclude areas where you don’t sell (saves cash)

Crazy stat: 62% of UK buyers start online, and most filter by location first.

B. Facebook Ads That Actually Work 

Most agents just boost boring listing posts. Big mistake.

Try this instead:

• Lookalike audiences (find people similar to your past buyers)
• “Investor” vs. “First-time buyer” split campaigns (different pain points!)
• Retarget website visitors (because 98% don’t book a viewing on first visit)

Real-life example: A developer in Leeds saw 3x more leads just by splitting their ads between “families” and “young professionals.”

C. Retargeting: The Secret Weapon

Ever looked at a property online, then suddenly see it everywhere? That’s retargeting—and it works.

Best tricks:

• Show specific properties they viewed
• Add urgency: “Only 2 units left at this price!”
• Use YouTube ads for longer retargeting (people watch property videos!)

2. Let AI Do the Heavy Lifting (Because You’re Busy Enough)

Confession time: If you’re still manually tweaking bids every day, you’re wasting hours. AI does it better.

A. Google’s Smart Bidding = More Leads, Less Work

• Instead of guessing bids, Google’s AI:
• Adjusts in real-time (like when demand spikes at 8 PM)
• Focuses on actual conversions (not just clicks)

Stats don’t lie: AI-driven ads get 30% more clicks (Statista).

B. Chatbots That Don’t Sound Like Robots

Picture this: It’s midnight, and a buyer’s browsing your site. A chatbot can:

Answer “Is parking included?” instantly

Book a viewing before they change their mind

Pro tip: Make it sound human—no corporate jargon.

C. Predictive Budgets (Because Guessing = Losing Money)

AI tools like Google’s Performance Planner tell you:

• When to increase bids (hint: Sundays are hot)
• Where to pause wasted spend

Example: One agent saved £1,200/month just by letting AI redistribute their budget.

Stop wasting ad spend—switch to smart PPC strategies that actually convert.

3. Video Ads That Don’t Get Skipped (Yes, It’s Possible)

Let’s be real: Most property videos are boring slideshows. But the good ones? Gold.

A. Virtual Tours That Feel Real

Instead of static pics, try:

• 15-second teasers on Instagram Reels
• YouTube ads with “Take the full tour” CTAs

Key stat: Videos double engagement vs. images (Statista).

B. User-Generated Content = Trust on Steroids

Nothing beats real buyers raving about your properties.

How to get it:

• Offer a £50 voucher for video testimonials
• Reshare Instagram Stories where buyers tag you
• Works every time.

C. Interactive Ads (Because People Love to Play)

AR filters: “See your sofa in this living room!”

Swipeable galleries: Let them explore without leaving the ad

Bristol developer case study: Interactive ads got 47% more inquiries.

4. The Dark Horse: Voice Search & Conversational Ads

Here’s something most agents ignore: Voice search is exploding. People ask Alexa, Siri, and Google:

“Cheapest 2-bed flat in Manchester”

“New builds near me with gardens”

A. Optimize for Voice Search

Use natural language in ads (e.g., “Find pet-friendly flats in Birmingham”).

Target long-tail, question-based keywords.

Stat: 27% of UK searches are voice-based—and rising.

B. Conversational Ads (Like You’re Chatting to a Mate)

Ditch corporate jargon. Try:

“Tired of tiny rentals? This 3-bed house has space for your dog + your in-laws.”

Use messenger ads for real-time Q&A.

Example: An Edinburgh agency saw 20% higher engagement with chat-style ads.

C. Podcast Ads (For Niche Audiences)

• Sponsor local property podcasts.
• Run host-read ads (feels more personal).

Pro tip: Track with unique promo codes (“Use code PODCAST10 for 10% off fees”).

5. The Sneaky Power of “Behind-the-Scenes” Ads (Because Buyers Love Secrets)

Here’s the truth: Everyone’s sick of polished, fake-perfect property ads. What works? Showing the raw, real stuff.

A. “Day in the Life” Content (No Filters)

Film quick clips of:

A. A contractor fixing up a kitchen (“See the quality under those shiny countertops!”)

The agent’s phone blowing up with enquiries (“This one just went live—want first dibs?”)

Why it works: Authenticity = trust. A London developer got 40% more enquiries by showing “unfinished” units.

B. “Sold in 24 Hours” Story Ads

Post a carousel of the listing going live → offers → SOLD with timestamps.

Add text like: “This is why you need to move FAST. DM me before the next one’s gone.”

Pro tip: Use real screenshots of buyer messages (blur names).

C. Local Gossip Hooks (Yes, Really)

Tap into neighbourhood buzz in your ad copy:

“Psst… the new bakery opening on this street? Game-changer.”

“Why are 3 doctors buying on this road? (Hint: Ofsted report just dropped.)”

Stat: Ads with localised hooks get 2x more shares (Statista).

TL;DR – 

🔥 Hyper-target or fail

🤖 Let AI do the grunt work

🎥 Video that doesn’t suck

🗣️ Voice search = untapped gold

🎬 Behind-the-scenes = trust hack

Final thought: The UK market’s wild. If your PPC feels outdated, fix it today. Digileap (second mention!) nails this stuff—but even if you DIY, use these tactics.Target local buyers with PPC ads that speak to their exact needs.

Question for you: Which trend are you trying first? (Let’s chat in the comments!)