As 2025 approaches, it’s time for new home builders to optimize their Google Ads keyword strategy to attract the right audience and make the most of their budget. This guide will help you plan and refine your keyword approach with practical examples and use cases to ensure better performance and stronger results.
1. Structuring Your Google Ads Keyword Strategy for 2025
A well-organized keyword strategy helps you target potential homebuyers, improve relevance, and avoid wasted spend. Here’s how to structure your keywords effectively.
Steps to Structure Your Keyword Strategy:
- Select Relevant Keywords: Focus on high-intent, location-based keywords that reflect your target audience’s needs.
- Example Use Case 1:
If you’re marketing homes in Phoenix, include keywords like “new homes for sale in Phoenix” or “move-in ready homes in Phoenix.” This will attract users actively searching for homes in your community. - Example Use Case 2:
For a new community development, use specific keywords like “new home communities near [City Name]” or “[Community Name] model homes,” which will help buyers find your development easily.
- Example Use Case 1:
- Use Negative Keywords: Exclude irrelevant searches to avoid wasting budget on unqualified traffic.
- Example Use Case 3:
If you’re selling new homes, you might want to exclude keywords like “apartment rentals,” “used homes,” or “foreclosed homes” to prevent users searching for these unrelated terms from clicking on your ads. - Example Use Case 4:
If you only sell higher-end homes, exclude terms like “cheap homes” or “low-cost housing” to prevent clicks from price-sensitive buyers who may not be a good match for your offerings.
- Example Use Case 3:
- Balance Keyword Match Types: Use a mix of broad, phrase, and exact match keywords to capture relevant traffic without overspending.
- Example Use Case 5:
- Broad Match: If you want to reach a wide audience in the early stages of their search, you could use “new homes near me.” While it may attract a broader audience, it can help build brand awareness.
- Phrase Match: Use “new home communities in [City]” to target people specifically looking for communities. This match type offers more control while reaching a good range of searchers.
- Exact Match: To focus on high-intent searchers ready to take action, use an exact match like “buy a new home in [City].” This ensures you’re only paying for highly relevant clicks.
- Example Use Case 5:
2. Setting Clear Keyword Objectives for 2025
Choosing the right keywords helps ensure your ads are aligned with your campaign objectives, whether generating leads, driving traffic, or increasing visits to model homes.
Common Keyword Objectives for New Home Builders:
- Lead Generation: Focus on keywords that attract buyers ready to act, like “buy new homes in [City]” or “schedule a tour for new homes in [City].”
- Example Use Case 6:
A campaign targeting homebuyers ready to decide could use specific terms like “move-in ready homes in [Community Name]” and link to a page where potential buyers can book a tour.
- Example Use Case 6:
- Website Traffic: Use broader keywords to drive visitors to your site to learn more about your offerings.
- Example Use Case 7:
If you want to increase general awareness, use keywords like “new home communities near me” to attract people browsing for options, and direct them to your community overview page.
- Example Use Case 7:
- Foot Traffic: Target keywords that motivate buyers to visit your model homes or open houses.
- Example Use Case 8:
Use location-based keywords like “model homes near me” or “open house in [City]” to attract buyers who are ready to visit in person. The ad should link directly to a page with details on your model homes or event schedules.
- Example Use Case 8:
How to Define Keyword Objectives:
- Lead Generation Example:
If your objective is lead generation, use phrases like “schedule a tour of new homes in [City]” and ensure your landing page has a clear call-to-action (CTA) like “Book a Tour Today.” - Website Traffic Example:
If you want to drive traffic, use broader keywords like “new home communities” to capture interest. Link to a page showcasing multiple community options or floor plans.
3. Questions to Ask Your Agency for 2025 Success
When collaborating with your agency, these questions will ensure your keyword strategy is optimized for 2025:
- How are our keywords selected? – Are the keywords tailored to high-intent, location-based buyers?
- Example Use Case: Ask your agency if they target specific cities or buyer groups like first-time homebuyers or retirees. This ensures your ads reach the most relevant audience.
- Are negative keywords being used effectively? – Are we excluding terms that bring irrelevant traffic?
- Example Use Case: Check if keywords like “used homes” or “rentals” are excluded. You want your ads to focus only on new homebuyers, not apartment seekers.
- What is the balance of keyword match types? – Are we using a balanced mix of broad, phrase, and exact match types?
- Example Use Case: Ask if broad match keywords bring in relevant traffic or if too many unrelated clicks are eating into your budget. Make sure exact match is being used for the highest-value search terms.
Why Keyword Strategy Matters for 2025
A well-structured keyword strategy ensures your ads reach the right people at the right time. You’ll improve traffic quality and maximize your budget by selecting relevant keywords, using negative keywords to exclude irrelevant traffic, and balancing keyword match types. Planning your keyword strategy for 2025 will help you target the right audience and drive results that matter for your new home communities.