Launches and phases
Google Ads for Property Developers
A developer does not sell a unit, it sells a project with a cycle: launch, construction, handover. The campaign has to follow the cycle rather than the calendar month.
The auction
What governs a developer account
What separates you from a broker is that your inventory is finite and named. That is an advantage the campaign should be built on.
- 01The project cycleLaunch needs awareness and volume; later phases need capture. One campaign cannot serve both, and running it as one wastes the launch.
- 02Finite inventoryThe number of units is known, so the goal is not maximum enquiries but sufficient enquiries of sufficient quality.
- 03Your project nameIt gets searched after your own advertising creates the demand. If you do not bid on it, a broker will — and charge you a commission for the lead you generated.
- 04Long attributionSomeone who saw the launch may buy months later. A short measurement window shows awareness work producing nothing.
The build
How we build a developer account
A campaign per phase
Awareness at launch, intent capture during sales, remarketing between.
Project-name defence
The cheapest keyword in the account, and the one most often surrendered.
Budget qualification
Price range and unit type asked before the enquiry is submitted.
Extended attribution
A window matched to your project’s cycle rather than the default.
Video for the launch
A walkthrough does what no headline can.
Broker exclusion
Negatives for agency and commission searches.
Phase reporting
Each phase measured on its own, so the launch is not judged by sales-period metrics.
Remarketing lists
Built during awareness so the sales phase starts warm.
The difference
A project campaign, or a market campaign?
The most common developer error is copying the broker playbook and its generic keywords.
Generic market terms
- Bidding on "apartments for sale" against every broker in the city.
- One campaign from launch to handover carrying the same message throughout.
- The project name left unbid, so brokers capture demand your advertising created.
- Monthly reporting that shows the launch campaign as a loss before it can pay off.
Your project and its phase
- Area, project and unit-type keywords — a narrower, cheaper, higher-intent auction.
- A message that follows the phase: awareness first, then payment terms and handover.
- A campaign on your own project name, protecting the demand you created.
- An attribution window running months, so the launch is measured where it pays.
At launch specifically, YouTube and remarketing build the demand that search captures weeks later. Judged on same-day conversions, both get switched off early.
From our accounts
Property development marketing
Search intent
What buyers search at launch
In numbers
What an account in this sector looks like
Questions
What gets asked by developers
Should I advertise before launch?
Yes, with a limited awareness campaign that builds remarketing lists. You then enter the launch with a warm audience rather than starting cold.
Brokers are bidding on my project name — what do I do?
Bid on it first. It is the cheapest keyword you own, and leaving it means paying a commission on demand you generated.
How do I measure a launch campaign?
By branded search volume, by remarketing list growth, and by viewings weeks later — not by same-day conversions.
When should the campaign start relative to launch?
Weeks before. A small awareness campaign builds remarketing lists so the launch opens to a warm audience rather than a cold one, and at a lower cost per click.
How do I stop brokers bidding on my project name?
You cannot stop them, but you can outbid them cheaply. Your own project name is the lowest-cost keyword you own, and leaving it unbid means paying a commission on demand your advertising created.
What if the project sells out early?
We pause rather than redirect. Budget moves to the next phase or is stopped entirely — and we say so rather than continuing to spend on a sold inventory.
How we work — in writing
Four clauses that govern every engagement
Signed into a formal contract, and applied across all seven markets.
Full terms- Account
- Our accounts, not yours — and we never look inside yours.
- Payment
- Your card is linked to the account, and Google the click costs.
- Oversight
- Temporary read access to verify spend and performance.
- Fees
- From 7,500 SAR a month, or the equivalent in your own currency.
Start
Start your project campaign
Thirty minutes reviewing your market and your competitors, then a written proposal with scope and fees. No access to your account, and no commitment.
New Cairo, Egypt
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