Campaign & keyword strategy
Audience, geography, search intent, keyword themes, exclusions, and a campaign structure aligned with the assignment.
04.2 / Google Ads for commercial real estate
Reach intent. Make the next step count.
Google Ads strategy and management for commercial real estate, from keyword planning and ad copy to landing pages, inquiry tracking, and ongoing refinement.
The opportunity
A deliberately scoped paid-search campaign with clear targeting, relevant creative, measurable inquiry paths, and an agreed budget.
Paid clicks have little value when the search intent is wrong, the page is generic, or the inquiry disappears into an inbox. The campaign needs to connect targeting, message, destination, and follow-up.
What we can deliver
A clear scope.
Considered from every angle.
Ads & landing pages
Ad copy and assets matched to the destination, with clear property or service information and a relevant inquiry action.
Conversion setup
Agreed inquiry events, source tracking, and lead-routing checks. Where feasible, connect offline qualification back to campaign evaluation.
Ongoing management
Search-term review, exclusions, budget pacing, creative refinement, and reporting on cost and inquiry quality.
Advertising spend is separate from our management fees and is agreed before launch. Platform approval and results are not guaranteed. Your account access, billing, reporting, and ongoing responsibilities are defined in the engagement.
Inside a sample brief / Planning study
A focused campaign,
with a plan behind it.
A fictional brokerage planning example. These are proposed actions and creative decisions, with no implied campaign history or performance results.
A focused ad group
Boutique office in Tribeca
- Intent
- An occupier or advisor evaluating office space in a specific New York neighborhood.
- Market
- Tribeca, New York, for the fictional Hudson House opportunity. Confirm the actual service area before targeting.
- Destination
- A Hudson House property page with the 28,400 SF sample area, property story, and a relevant next step.
- Qualification
- Location fit, space requirements, intended use, timing, and the person’s role in the decision.
Search planning / Fictional exampleA specific search.
Mercer Commercial
Hudson House / Office leasingA specific search.
A relevant destination.
Sample themes: “Tribeca office space” and “boutique office leasing NYC.” These illustrate intent; they are not researched keywords or volume estimates.
The controls matter as much as the copy.
Agree the media budget separately. Review irrelevant search themes, exclude residential and employment intent, confirm geography, and test inquiry delivery before launch.
See the related identity and campaignThe campaign / Fictional creative
One story.
Every channel.
The message changes shape for the medium. The identity, property facts, and next step stay connected.
- Audience
- Office occupiers and their advisors
- Campaign objective
- Qualified office leasing inquiries
- Measurement plan
- Track source, inquiry fit, and follow-up status. Review actual qualification with the team before changing the campaign.
Illustrative creative and planning only. No ads are running and no performance results are implied.
Google Search ad / Illustrative preview
MERCERCOMMERCIAL
A boutique office opportunityHudson House
A considered office environment with an architectural character of its own. Explore the opportunity, review the details, and plan your next conversation.
28,400 SFBoutique officeNew York
Explore the opportunityLanding-page composition / Fictional conceptFrom brief to delivery
A process you can
follow.
- 01
Agree the opportunity
Define the service or property, eligible audience, budget, and qualification criteria.
- 02
Prepare the whole journey
Build the campaign, confirm the landing page, and test tracking and follow-up before spend begins.
- 03
Manage to useful inquiries
Review intent and lead quality, then adjust the campaign within the agreed budget.
What we evaluate
Cost per qualified inquirySearch-term relevanceLanding-page inquiry rateBefore we begin
Good questions.
Clear answers.
Is Google Ads the same as AdWords?
Google Ads is the current name of the advertising platform previously called Google AdWords. We use Google Ads when referring to the service.
How much should we spend?
That depends on the market, audience, competition, and objective. We review the opportunity and propose a testing budget and management scope before campaigns are launched.
Do we need a new website?
Not necessarily. A focused landing page on your existing site may be enough. The destination needs to match the ad, answer the visitor’s question, and support a measurable inquiry.
Good work starts with a conversation
Let’s make the next move a considered one.
Tell us about your business, the problem you want to solve, and the timing you have in mind. We’ll help define a useful starting point.