7 Common Google Search Ad Struggles for Buyers Agents in Australia
- Isuru De Silva
- Apr 17
- 3 min read
Updated: Jul 3
Buyers agents in Australia face a distinct set of challenges when running Google Search ads, stemming from both the competitive landscape and the unique aspects of their industry.
1. Rising Competition and Crowded Market
The number of buyers agents has increased rapidly in recent years, leading to a more crowded digital advertising space. This growth makes it harder for individual agents to stand out, driving up the cost per click (CPC) and making it more difficult to achieve strong ad visibility without significant investment.
Many buyers agents, especially those new to the field, lack a strong SEO-optimised online presence, further compounding their struggle to generate leads through paid search.
2. Keyword Selection and Targeting Issues
Choosing the right keywords is critical. Buyers agents must differentiate between keywords targeting buyers (their audience) and sellers (irrelevant traffic), as well as between high-intent and generic searches.
Poor keyword targeting can lead to wasted ad spend on irrelevant clicks, especially if negative keywords are not properly set up to filter out non-buyer traffic.
3. Location-Based Targeting Complexity
Real estate is inherently local, and buyers agents must ensure their ads are shown only to users searching in relevant suburbs or regions.
Inefficient location targeting can result in ads being shown to users outside the agent’s service area, reducing conversion rates and increasing costs.
4. Ad Scheduling and Timing
Running ads 24/7 can waste budget, as not all hours yield the same conversion rates. For example, ads shown during commuting hours may get clicks from users who are not ready to engage, leading to lower ROI.
Optimising ad schedules based on when potential clients are most likely to convert is often overlooked.
5. Conversion Tracking and Landing Page Optimisation
Many buyers agents struggle with improper or incomplete conversion tracking, making it difficult to measure which ads are actually generating leads.
Sending ad traffic to generic homepages instead of targeted, high-converting landing pages reduces lead capture effectiveness.
6. Regulatory and Compliance Constraints
Real estate advertising in Australia is heavily regulated. Ads must avoid misleading or deceptive language and comply with both industry and Google’s advertising rules.
Failure to adhere to these regulations can lead to ad disapprovals or legal issues, adding another layer of complexity to campaign management.
7. Inexperience and Lack of Digital Marketing Skills
Many new entrants to the buyers agent industry lack digital marketing expertise, leading to poorly structured campaigns and inefficient ad spend.
Inexperience can also result in underutilising advanced Google Ads features such as ad extensions, audience targeting, and remarketing.
Conclusion
Buyers agents in Australia must navigate a complex digital advertising environment, balancing competition, precise targeting, regulatory compliance, and the need for digital marketing expertise. Addressing these challenges requires ongoing optimisation, strategic budgeting, and often, professional support to ensure Google Search ads deliver a strong return on investment
Book your free strategy call now or visit our SEO landing page at https://www.ozmedia.digital/seo to learn more about our SEO services.
Sources
SearchT.au Analysis of Google Ads competition for real estate agents
Merge.com.au - Competitor bidding strategies for real estate PPC
Digital Autopilot - Common Google Ads mistakes (2025)
Allens - ACCC litigation insights on misleading Google Ads
Melanie Hoole.co - Digital marketing strategies for buyers agents
ACCC Advertising Guide - Compliance requirements for Australian businesses
NSW Fair Trading - Real estate advertising regulations
Maddocks - Legal analysis of Employsure’s misleading ads case
ACCC Real Estate Guidance - Consumer protection in real estate
LegalVision - Real estate advertising obligations under Australian law
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