Search ads for real estate agencies: hot queries for buying, renting and mortgage.
Someone searching «buy apartment in a development in Almaty» or «7-20-25 mortgage terms» has already decided and is choosing an agency. We run Google Ads on such queries, send traffic to landing pages for specific developments or programs and count calls and inquiries per keyword.
Search advertising in real estate targets hot demand: the person is already looking for an apartment and ready to call an agent right now. But competition is high: for «buy apartment Almaty» on Google, agencies, developers and krisha.kz all compete. The winner is whoever has the most specific ad: development, price from, mortgage program, completion date.
In Kazakhstan the dominant search engine is Google, so Google Ads is the priority. Яндекс Директ is added second for Russian-language queries in Almaty, Astana and northern regions — traffic is cheaper but volume is lower. Google Maps local campaigns drive calls and directions for «real estate agency nearby» queries.
Calls are tracked with call tracking, inquiries through the CRM: the report shows cost per inquiry by query group, and the budget shifts to where leads are cheaper.
What's included in agency search ad management.
Queries for buying, rental, developments and mortgage programs with search volume; negative keywords «jobs», «DIY», «without an agency», «krisha» — to avoid paying for non-target clicks.
Separate campaigns for buying, rental, mortgage, specific developments and the agency brand; separate budgets and bids by priority.
Headlines with development, price from, mortgage program and completion date; extensions — address, phone, links to specific properties and the mortgage calculator.
A page for each advertised development or mortgage program with floor plans, prices, a calculator and a realtor contact — not the site homepage.
Show the agency on Google Maps for «real estate agency nearby», «realtor Almaty» queries — call and directions in one tap.
Unique numbers per campaign, call recording, realtor response quality assessment — often the main loss point in real estate.
Re-engage people who visited the site and viewed properties but didn't call: banners with specific catalog properties (dynamic remarketing).
Cost per call, cost per inquiry, cost per property viewing by campaign and keyword; budget reallocation weekly.
Campaigns and queries.
- Search «Buying»: buy apartment + city, new builds, secondary market
- Search «Developments»: development name + apartments, prices, floor plans
- Search «Mortgage»: 7-20-25, Otbasy Bank, Baspana Hit + apartment
- Search «Rental»: rent apartment, rental + district, long-term rental
- Search «Commercial»: office rental, retail space, warehouse
- Brand: agency and realtor names
- Google Maps local campaigns
- Remarketing: site visitors without inquiry
- Яндекс Директ: duplicates of priority campaigns
What matters when launching search ads for real estate.
Google has no special restrictions for real estate agencies in Kazakhstan, unlike healthcare. But ads with promises like «best prices» and «guarantee» are rejected under general policies. The key requirement is ad-to-landing-page consistency: if the ad says «apartments in Nurly Tau from ₸25M», the landing page must show exactly those properties with prices — otherwise Google lowers the quality score and the cost per click rises.
What an inquiry from search ads costs.
Kazakhstan benchmarks: click on rental queries — ₸100–300; on buying queries — ₸300–800; on specific development and mortgage queries — ₸400–1,200. Call or inquiry for rental — ₸2,000–6,000; for buying — ₸6,000–20,000. With an average agency commission of several hundred thousand tenge, this pays off from the first deal. The main loss factor is response speed: if a realtor doesn't answer during business hours, the cost per inquiry doubles.
What affects management pricing.
Single-platform management for an agency — ₸150,000–250,000 per month; Google and Яндекс together, multiple directions or two languages — ₸250,000–400,000. Ad budget is paid separately, minimum ₸200,000 per month; for competitive segments in Almaty and Astana — from ₸400,000. Setup is included in the first month; one-time setup without management — ₸150,000.
Development landing pages are quoted separately as landing pages. General terms are on the search advertising page.
The short version.
How much do search ads cost for a real estate agency?
Management from ₸150,000 per month plus budget from ₸200,000 per month. For competitive segments in Almaty, budget from ₸400,000. Setup is included in the first month.
Google or Яндекс for real estate in Kazakhstan?
We start with Google Ads — it has the dominant search share in the country. Яндекс Директ is added second for Russian-language queries in Almaty, Astana and the north: traffic is cheaper but volume is lower.
Can we send ad traffic to the site homepage?
You can, but conversion is 2–3 times lower than with a dedicated development or program landing page. We typically build 2–4 landing pages for priority properties in 1–2 weeks.
How do you measure results?
Call tracking counts calls by campaign; the CRM tracks inquiries and property viewings. The report shows cost per inquiry by development and keyword — not clicks.
Do you compete with krisha.kz in search ads?
krisha.kz actively bids on general queries, but for specific development queries, mortgage program queries and branded agency queries — it doesn't dominate. Those are exactly the clusters we build our main campaigns around.
Same service for other industries
Want inquiries from hot search queries? Send your property list — we'll calculate budget and forecast.
Tell us your city, priority developments and deal types, your current website and budget. We'll reply with a cost-per-inquiry forecast and campaign plan within 1–2 business days.