The real estate customer journey is becoming more complex, leading to the optimization of multi-channel advertising being a vital factor. Performance Max (PMax) – an all-powerful advertising tool developed by Google, is becoming a strategic weapon to help reach customers effectively.
Let’s find out with SEFA Media why PMax is an indispensable choice in the 2025 communication plan of real estate businesses.
What is Performance Max?
Performance Max (PMax) is an advertising tool that integrates multiple Google platforms (Search, Display, YouTube, Gmail, Discover, Maps, …), provided by Google Ads. Using Performance Max, an advertising campaign will be optimized and deployed on all Google platforms to achieve the highest efficiency. Accordingly, Google’s AI will observe, analyze and automatically decide which channel to invest in to bring the highest efficiency, helping businesses optimize ROI without manual intervention.
More specifically about Performance Max coverage, SEFA Media breaks it down into the following categories:
- Search & Shopping Ads: Includes text and image ads that appear directly on Google search results pages – where users have clear search intent.
- Display Ads: Appear on millions of partner websites and apps in the Google network. These ads reach users even when they’re not actively searching, as long as they’re not using an ad blocker.
- YouTube, Gmail & Mobile Apps: These are high-traffic display locations within the Google ecosystem, where ads are presented in a variety of dynamic formats such as video, images or interactive emails.
- Local Ads: Appear on Google Maps and other location-related services. This is an ideal option for businesses with physical locations who want to increase visibility with customers near their area of operation.
Why is Performance Max effective for leading real estate businesses?
Performance Max has become a strategic tool for leading real estate businesses because it can solve the problem of balancing advertising budget optimization and advertising effectiveness. More specifically, Performance Max can solve the following real estate businesses’ pain points:
1. Optimizing the complex customer journey of the real estate industry
Coming back to the behavior of real estate customers, they tend to hesitate and be cautious before making a final decision. Therefore, they will often search for more information, see reviews, read feedback, compare options, etc. on many different platforms.
Faced with a journey where the Interest or Desire stage (in the AIDA model) is too long, Performance Max is a smart, suitable tool. Performance Max allows businesses to connect advertising campaigns across the entire customer journey, optimize the number of impressions on platforms, and create multiple touch points with them. Thanks to that, the advertising message will be consistent and consistent from the moment the customer starts until the end of the process – contacting to deposit. In addition, the tool also helps businesses not miss any potential customers at any stage.
2. Optimize advertising budget
The budget for the real estate industry is huge, but the effectiveness of campaigns is not always commensurate with advertising costs. However, with Performance Max, with the support of AI, the business budget will be invested in the most effective advertising channel – evaluated by AI. For example, if Youtube does not bring leads, the budget will be pushed more to Google or Gmail. Or when users search or view a keyword that the brand targets many times, AI will push Remarketing more strongly.
3. Increase conversion, reduce bounce rate
A common situation after each advertising campaign of real estate businesses is virtual customers, that is, customers who connect with the brand through platforms but lose contact or just leave information without answering the phone.
To handle these risks, Performance Max uses user behavior data to reach the right audience with needs and financial capacity to provide the right amount of products. This helps increase quality leads, higher closing rates and reduce time and costs of handling non-potential customers.
Is Performance Max still relevant in real estate in 2025?
Performance Max is expected to change in the future. Not only is it a smart advertising tool, Performance Max is also an AI assistant that integrates and uses deeply with business data, more specifically:
- Optimize goals according to customer journey: Not only focusing on conversion goals, PMax also tracks and optimizes according to each goal in each stage of the journey Awareness → Consideration → Action → Retention.
- Boosting automated content creation: PMax is gradually integrating Gemini (A Google AI), allowing businesses to simply enter their goals and basic information. PMax will automatically create ads and rotate content.
- Personalization by audience: Thanks to integration with AI, Performance Max learns customer behavior in real time, so the display of ads will be customized according to the user.
- Used as the overall MarTech system of the business: Many businesses will use Martech as part of the Marketing Automation ecosystem – a system that connects with many tools such as email, CRM, chatbot, etc. to help customer care activities be more seamless and effective.
SEFA Media – Leading Agency using Performance Max tool
The real estate industry in 2025 is assessed to be in the recovery phase and entering a new growth cycle. More specifically, real estate transactions and supplies have increased sharply in the past 2 years. In addition, legal corridors related to planning, land auctions and investment procedures have also been resolved.
The above signs show that the real estate industry is showing signs of growth, and competition is expected to increase in the near future. Faced with this problem, businesses should shape strategies and appropriate tools that are both highly effective and optimize advertising budgets.
SEFA Media is a pioneering agency in applying and updating tools and has the ability to implement Marketing Performance proficiently, understand operations and have the ability to predict changes from platforms. SEFA Media is a professional strategic companion and brings separate and effective solutions to businesses.
In addition, SEFA Media is confident with its practical experience in the real estate industry, understanding the industry as well as being sensitive to trends and changes in the industry. Thanks to that, SEFA Media is confident in being able to understand the desires of businesses, the current state of the industry, thereby providing the most effective solutions.
Conclude
As customer behavior becomes increasingly complex and advertising budgets tighten, Performance Max is the comprehensive solution that helps real estate businesses optimize investment efficiency. Not only does it help allocate budgets intelligently, PMax also ensures that businesses do not miss any touchpoints in the customer journey – from awareness to conversion. As a pioneer in applying Performance Max in real-life campaigns, we are committed to delivering results beyond expectations: increasing quality leads, reducing advertising costs and improving transaction closing rates. Contact SEFA Media now!
> See more: Brand Consulting for Real Estate: Effective solutions for Investors
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