Google Ads for real estate projects: bidding against portal listings

Fibvo editorial · 1 October 2025 · 4 min read

Under RERA, a project requiring registration cannot be advertised before that registration is obtained, which makes a compliance check the actual first step before any Google Ads campaign, not an afterthought layered on top of a completed campaign.

Structuring campaigns

• Project-specific campaigns rather than one blended 'new apartments' campaign.
• Locality and configuration-specific ad groups (2BHK, 3BHK in a named area).
• Site-visit booking as the primary conversion goal, not just a lead form submission.

Competing against portal ad spend

Portals often outspend individual developers on broad terms. A developer's budget is usually better used on project-name searches, retargeting past site visitors, and hyper-local terms the portals answer less specifically.

Advertising a project before RERA registration is complete is not a marketing risk to weigh — it is a compliance violation to avoid entirely.

Landing pages with required disclosures

Every project landing page needs the RERA number and required disclosures visible, matching exactly what is filed — an ad campaign driving traffic to a non-compliant page creates real regulatory exposure alongside the marketing spend.

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Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.