Search ads for property developers: buyers who are already looking for a new-build apartment.
Searches like «new builds Almaty from the developer», «residential complex with parking Astana», «apartment under 7-20-25» come from people at the selection stage. We run Google Ads and Yandex Direct by project, district, rooms and mortgage, send traffic to landing pages with the unit chart and count viewings and reservations for each keyword.
Search ads for a developer catch the warmest demand: a person is looking for a new build in their district, a specific room count or mortgage terms. Competition is high — neighbouring projects, agencies and aggregators bid on the same searches, so a click on «new builds Almaty» is expensive. Precision wins: campaigns by district and unit type, ads with prices from and completion dates, negative keywords against resale and rentals, and landing pages that immediately show matching apartments.
In Kazakhstan most search happens on Google, so we start with Google Ads: search, Performance Max with an apartment feed, display and YouTube for a sales launch. Yandex Direct comes second for Russian-language demand in Almaty, Astana and the north.
We count calls with call tracking and enquiries and reservations through the CRM, and budget flows to campaigns that bring viewings, not just calls.
What developer search ads management includes.
Searches by project, district, street, rooms, class and mortgage; negative keywords «rent», «daily», «resale», «jobs», «free».
Separate campaigns for each project, district and unit type with their own budgets and bids.
A campaign on the project and developer name so agencies and aggregators do not intercept your demand.
Price from, completion date, class, 7-20-25 mortgage, developer instalments, extensions with address and links to floor plans.
Performance Max and dynamic ads from a unit chart feed: current apartments with price and floor plan.
A landing page for each cluster: apartment selection, mortgage calculator, documents and viewing booking instead of the home page.
Dynamic numbers by campaign, call recording and quality checks of managers' responses.
Cost per call, viewing and reservation by campaign and keyword, weekly budget reallocation.
Campaigns and searches.
- Brand: project and developer name
- «City» search: new builds, residential complexes, from the developer
- «Districts and streets» search
- «Rooms and area» search
- «Mortgage» search: 7-20-25, Otbasy Bank, instalments
- «Competitors» search: neighbouring projects, within platform rules
- Performance Max on the apartment feed
- YouTube and display for a sales launch
- Remarketing: viewed the unit chart, did not enquire
What to consider in new-build advertising.
Ads for off-plan apartments must comply with the law on shared construction and the advertising law: sales only with a permit to raise buyers' funds, prices and mortgage terms without distortion, completion dates as per project documentation. We place permits and developer details on the landing page.
Google restricts age and gender targeting for housing ads in a number of countries, and Yandex moderates claims about savings and prices more strictly. We write ads that pass review the first time without losing conversion.
When demand grows and how to allocate budget.
Demand for new builds in Kazakhstan grows in spring and autumn and dips in summer and during holidays. Separate spikes come with the launch of a new phase, a building handover and the opening of limits for subsidised mortgage programmes — budgets should be raised in advance, not after competitors have taken the auction.
In our experience and according to market data, a click on broad «new builds + city» searches in Almaty and Astana costs several times more than district or brand searches, so we keep the main budget on narrow campaigns and use broad searches for reach during peaks.
What affects the price of management.
Managing one platform for one project — ₸150,000–250,000 per month; Google and Yandex together, several projects or two languages — ₸250,000–400,000. Ad budget is separate, at least ₸200,000 per month, for projects in Almaty and Astana from ₸400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Cluster landing pages are estimated separately as landing pages. General terms are on the page contextual advertising.
The short version.
How much do search ads for a property developer cost?
Management from ₸150,000 per month plus an ad budget from ₸200,000; in Almaty and Astana the budget starts at ₸400,000. Setup is included in the first month.
Google or Yandex for new builds?
We start with Google Ads — most search in Kazakhstan happens there, and Performance Max works with an apartment feed. Yandex Direct comes second for Russian-language demand in Almaty, Astana and the north.
Can we advertise on competing project names?
Yes, within platform rules and without using another brand in the ad text. Such campaigns give inexpensive reach among people already choosing in your district.
Why an apartment feed if we have a website?
A feed lets you show specific apartments with price and floor plan and automatically remove sold ones. This raises conversion and saves budget on outdated units.
How do you measure results?
Call tracking counts calls, the CRM counts viewings, reservations and contracts by campaign. The report shows cost per viewing and reservation for each project and keyword cluster.
Same service for other industries
Want buyers from hot searches? Send your list of projects — we will calculate budget and forecast.
Tell us your city, projects and priority unit types, current website and budget. We reply with a forecast of cost per enquiry and viewing and a campaign plan within 1–2 business days.