Short answer: run project-specific Search campaigns, show your RERA registration number, block rental and job searches with negative keywords, and judge results on site visits, not form fills.
RERA and policy basics
- RERA: under the Real Estate (Regulation and Development) Act, registered projects must show their RERA registration number in advertisements. Put it in your ad assets and on the landing page.
- Accurate claims: prices, possession dates and amenities in ads must match the project. "Starting from" prices should be real.
General information, not legal advice.
Keywords that bring buyers
- Project name searches (your own brand), which are usually the cheapest and best leads.
- Configuration plus location: "3 bhk flats in noida extension", "2 bhk in kharadi pune".
- Budget searches: "flats under 1 crore in gurgaon", if your project fits.
Split campaigns by location and configuration, so you can move budget to what actually produces site visits.
Negative keywords that cut junk leads
rent, rental, pg, hostel, jobs, salary, resale (if you sell new projects), map, news, court case, complaint, review, olx, broker free
Lead quality and tracking
- Use a short qualifying question (budget or configuration) on the form, and WhatsApp for quick answers.
- Call every lead within minutes. Real estate leads go cold very quickly.
- Import site visits or qualified leads from your CRM back into Google Ads, so bidding learns which clicks become buyers.
How I can help
If your campaigns bring plenty of leads but few site visits, the fix is usually in keywords, negatives and lead qualification. On a free 30-minute call I open your account with you, show you what I'd fix first, and give you a 90-day plan you can keep, whether or not you hire me. See how I work or what Google Ads costs in India.
Pick a time for your free strategy call
30 minutes on video, free. Times are shown in your own time zone.
Frequently asked questions
Do real estate ads in India need a RERA number?
Projects registered under RERA are required to show their RERA registration number in advertisements. Include it in your ads and on your landing page.
Why do real estate Google Ads bring junk leads?
Usually loose keywords, no negatives for rentals and jobs, and forms with no qualifying questions. Project-specific keywords and quick follow-up help a lot.
Should real estate ads use Performance Max?
It can work for large budgets with good conversion data, but start with Search on project and location keywords so you control lead quality.
What should I track as a conversion?
Track form leads and calls, but judge success on qualified leads and site visits, ideally imported from your CRM.
Written by Sunjot Singh, Google Ads specialist. Last updated 1 October 2026.