Google Ads Audit Checklist for Real Estate Agents

Use this Google Ads audit checklist for a real estate agent to review the campaign in order: define the market, identify housing-policy scope, check listing accuracy, test lead routing, reconcile the pipeline, and compare spend with mature commission evidence. Keep personal, application, and financial data in approved systems.

This is an educational checklist, not fair-housing, brokerage, lending, legal, privacy, or automated adz.so advice. Consult Google Ads Help, current housing policy guidance, and local owners before changing the account.

1. Establish scope

[ ] Record dates, markets, listings, property types, rental or sales intent, brokerage or team, agents, pages, phones, forms, calendars, CRM stages, campaigns, budgets, and conversions.
[ ] State whether the question concerns buyers, sellers, renters, a listing, a neighborhood, property management, or another service.
[ ] Separate click, inquiry, contact, qualified conversation, showing, offer, accepted offer, closing, commission, referral, and fall-through.
[ ] Record listing dates, price changes, open houses, time zone, currency, attribution window, and staffing changes.
[ ] Mark unavailable stages as unknown rather than estimating a close.

2. Check housing policy and targeting

[ ] Identify campaigns promoting a home for sale or rent, a housing opportunity, or a transaction-enabling service.
[ ] Review current housing and personalized-advertising restrictions for each target location.
[ ] Inspect location targeting, exclusions, presence assumptions, radius or city choices, audiences, customer lists, and remarketing.
[ ] Assign a brokerage, fair-housing, legal, or compliance owner to unresolved questions.
[ ] Do not assume ordinary demographic or audience controls are available for an in-scope campaign.

3. Validate listings and search intent

[ ] Classify searches as specific listing, sale, rental, neighborhood, seller or valuation, open house, affordability, property management, job, vendor, competitor, or irrelevant.
[ ] Follow representative searches from query to ad, page, inquiry path, and next step.
[ ] Check address or area, price, availability, property facts, identity, ownership, disclosures, feed and image freshness, and mobile behavior.
[ ] Flag sold, expired, withdrawn, wrong-market, or unsupported pages.
[ ] Review claims about schools, commute, fees, financing, incentives, price, and availability.

4. Test calls, forms, and lead routing

[ ] Use an approved test identity on mobile and desktop during office, evening, and weekend conditions where advertised.
[ ] Check phone display, forwarding, voicemail, response time, agent assignment, source value, and follow-up owner.
[ ] Test form fields, consent, notices, validation, confirmation, CRM creation, duplicate handling, and calendar handoff.
[ ] Distinguish a download, contact request, showing request, seller consultation, qualified conversation, and confirmed appointment.
[ ] Confirm listing inquiries reach the responsible team and unavailable inventory receives an accurate next step.

Keep names, personal addresses, applications, income, and recordings out of the checklist.

5. Reconcile the pipeline

[ ] Compare clicks, calls, and forms with contact, qualification, showing, offer, acceptance, closing, commission, referral, and fall-through.
[ ] Break down outcomes by market, listing, campaign, page, query, device, agent, and cohort.
[ ] Check response speed, contact attempts, ownership, stage definitions, source IDs, consent, deduplication, time zone, and import timing.
[ ] Account for listing expiry, price changes, seasonal demand, and months-long close lags.
[ ] Do not bid to estimated lifetime value without documented evidence.

6. Review commission and operating economics

[ ] Record ad spend, contact and showing rates, offer and close rates, commission or fee collected, referral and brokerage splits, listing costs, staging, photography, travel, refunds, and follow-up time.
[ ] Separate expected commission, accepted-offer value, gross commission, and collected commission.
[ ] Identify spend on stale inventory, duplicated teams, unsupported markets, low-intent downloads, or slow response queues.
[ ] Mark immature cohorts and missing cost or collection assumptions as unknown.

7. Check disclosures and privacy

[ ] Verify brokerage identity, agency and fee disclosures, listing ownership, lead-provider terms, and local advertising requirements.
[ ] Review forms, call tracking, analytics, customer lists, remarketing, CRM imports, notifications, access, retention, and consent.
[ ] Keep financial, application, and personal information in approved systems.
[ ] Escalate housing, fair-housing, licensing, legal, privacy, and disclosure decisions to the proper owner.

8. Close findings and retest

For every failure, capture market, listing, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, retest result, and limitation. Prioritize stale listings, broken calls or forms, wrong-agent routing, missing consent, policy or disclosure risk, and unreliable conversion definitions.

After each repair, repeat the original test and compare a mature cohort with a comparable baseline. Annotate changes to listings, prices, inventory, staff, market conditions, seasonality, and policy.

Real-estate handoff

End with what is proven, what must be corrected, what should be tested, and what remains unknown. For related context, see how to audit Google Ads for real estate agents, free Google Ads audit for real estate agents, and best Google Ads audit tools.