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Google Ads for letting agents that brings landlords, not tenants

A letting agent earns its fees from landlords, but most property searches come from tenants. An account that does not separate the two spends most of its budget on people the portals already serve.

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The diagnosis

Where letting agent ad budgets go

The biggest leak is tenant traffic. Searches for flats to rent, houses to let and rooms near a station are high volume and cheap per click, which is exactly why an untidy account fills up with them. Tenants find properties on the portals; an agent pays for landlords.

The second is the landing page. A landlord who clicks an ad about fully managed lettings should land on a page that sets out the service, the fee and how to book a valuation, not on the homepage or a list of available properties.

The third is measurement. A valuation request or a landlord call is worth far more than a tenant enquiry, so the two should never count as the same conversion. If they do, bidding chases whichever is cheaper, which is always the tenant.

Start with the number that decides everything: what a new landlord is worth paying for.

Scope

What is included

Search intent

What the account should be buying

Illustrative examples rather than keyword data. The last line matters as much as the others.

  • letting agent fees for landlords [your town]
  • fully managed letting agent near me
  • switch letting agent
  • HMO management company [your town]
  • rental valuation [your town]
  • And what it should not: flats to rent, rooms to let, student houses

What happens next

What happens after you get in touch

  1. Step 01

    Audit

    Your site, your rankings, your ad account and your analytics, and a written account of what is wrong. You get the report whether or not you hire me.

  2. Step 02

    Agree the target

    One number we are both working to, usually cost per enquiry or enquiries per month. Not sessions, not impressions, not rankings on their own.

  3. Step 03

    Do the work

    Technical fixes first, because content on a broken site does nothing. Then the pages and campaigns that go after the searches worth having.

  4. Step 04

    Report monthly

    What moved, why it moved, what happens next, and an honest note on anything that cannot be measured.

Straight answers

Common questions

Can Google Ads compete with the portals?
For tenants, no, and it should not try. For landlords looking for an agent, the portals are far weaker, and those are the searches worth paying for.
What should a landlord ad link to?
A page for the service in the ad, with the fee, what is included and a short valuation form. Sending a landlord to the homepage or the property search loses most of them.
Should we target landlords switching from another agent?
Yes, carefully. People unhappy with their current agent are some of the most motivated searchers, and an honest page about how switching works converts well. Naming competitors in ads is a different matter and usually not worth it.
Do you charge a percentage of ad spend?
No. It is a fixed monthly fee, so there is no incentive to spend more of your money.
Who owns the account?
You do. I work in your account with my own access, and if we stop working together you keep it and everything it has learned.
How soon will we see landlord enquiries?
Usually within the first few weeks. Bringing the cost per valuation down takes longer, because it depends on gathering enough conversions to optimise against.

More for letting agents

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A written audit of your site, your rankings and your ad account, back within five working days, plus a call to walk through it.

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