How to set a property advertising budget that you can measure

How estate agencies can plan an advertising budget for Meta and Google, test it sensibly and report on results in a way the whole team understands.

Paid ads can bring in buyer enquiries, seller leads and interest in new developments, but only if the budget is planned around a clear goal. Here's a simple way to set a budget you can measure and adjust with confidence.

Start with one clear goal

Different goals need different campaigns, so decide what matters most this quarter:

• Seller leads, such as valuation requests
• Buyer or tenant enquiries for current listings
• Interest and registrations for a new development
• Awareness of your agency in the areas you serve

Match the channel to the goal

Google Ads reach people who are already searching, for example for an agent or a property in your area. Meta ads on Facebook and Instagram reach people based on location and interests, which suits new listings, developments and building awareness. Many agencies use both.

Set a test budget and a test period

1. 1Agree a monthly budget you're comfortable testing for at least a few weeks.
2. 2Decide what a good result looks like, such as the number of qualified enquiries.
3. 3Split the budget between your chosen channels and campaigns.
4. 4Review the results at the end of the test period before changing the budget.

Track enquiries, not just clicks

Clicks and views are useful signals, but enquiries and appointments are what grow your agency. Make sure every enquiry from an ad is recorded, so you can see what each campaign actually brings in.

Report in plain language

A useful monthly report answers a few simple questions:

• How much did we spend, and on which campaigns?
• How many enquiries came in, and of what kind?
• What did we change, and what will we try next month?

Our digital marketing service covers campaign planning, ad design, management and clear reporting. It's priced after a free discovery call, and ad spend is paid directly to the platforms. Read our Google Ads starter guide and our guide to Facebook and Instagram ads for more.