There’s another major reason for piggybacking off sites ranked highly for the most popular real estate searches in your geographic region.  When people do generic real estate searches such as “<your city name> real estate” it usually means they’re at or near the beginning of the buying (and possibly selling) process, don’t know what they want yet, and are not yet working with any other real estate sales people.  They are usually in research but not yet buying mode.  So with your ads offer something that is more specific than “<your city name> real estate”.  For instance, if you specialize in Condos in downtown Toronto make some of your ad headlines using more specific keywords as follows to pique their interest:

Toronto Condos
Toronto Condominiums
Toronto Condos For Sale
Toronto Pre-Construction Condos
Toronto Luxury Condos
Toronto Starter Condos
Toronto Condos Under $500K
Toronto Condos Under $400K
Toronto Condos Under $300K
Toronto Investor Condos

Try creating some ad headlines that are more specific than the above by naming neighborhoods or other local and notable features:

King West Condos
Liberty Village Condos
Queen West Condos
Alexandra Park Condos
The Annex Condos
Baldwin Village Condos
Cabbagetown Condos
CityPlace Condos
Chinatown Condos
Church Wellesley Condos
Corktown Condos
Discovery District Condos
Distillery District Condos
Entertainment District Condos
East Bayfront Condos
Fashion District Condos
Financial District Condos
Garden District Condos
Grange Park Condos
Harbord Village Condos
Harbourfront Condos
Kensington Market Condos
Moss Park Condos
Queen Street West
Regent Park Condos
St. James Town Condos
St. Lawrence Condos
Toronto Islands Condos
Trefann Court Condos
University of Toronto Condos
U of T Area Condos
Yorkville Condos
You can get even more specific by using major intersections for your ad title.  Pick the busiest streets in your area and note the biggest intersections:

Bloor Yonge Condos
Yonge Eglinton Condos
Yonge Dundas Condos

and so on.

Link to Part 8