How to build visibility and sales in a market dominated by players such as Otodom and OLX by combining programmatic SEO with Google Ads?
As we increased the number of telephone inquiries by 460% and sales and helped sell 22 properties (Q3 to Q2)
Digital Broker
Real estate
SEMO
2025
Digital Broker is a team of true enthusiasts who understand the real estate market on a completely different level. Thanks to their passion and commitment, they are building a company whose strongest distinguishing feature is customer service and an analytical approach to real estate sales – we work with both emotions and numbers.
When we expanded our cooperation to include SEMO services, we set ourselves several goals to help our client grow their business. The main objectives of the cooperation included: the number of telephone inquiries, sending inquiries for scheduled meetings, and increasing the quality of traffic on the website despite very high competition on the market.
+ 460 %
telephone inquiries+ 22
sold propertiesAnalysis of ongoing activities
We had already worked with the client in the area of Google Ads, which served as a starting point for an effective Programmatic SEO campaign, as it identified areas for improvement and phrases that, despite low traffic volume, have a very high purchase intent. However, SEMO is definitely a larger area of cooperation between channels. The main conclusions were:
Verification and correct implementation of Google Analytics 4
Implementation of Consent Mode 2.0 to streamline conversion data collection
Analysis of purchasing personnel in terms of real estate sales and purchases
Analysis of areas in Google Ads that we can use with a severely limited advertising budget to generate leads
Full technical and technological audit of the website and correction of technical errors onsite
Preparing a programmatic SEO strategy
Effective link building strategy and domain reputation building
Implementation of micro-analytics focused on website visibility for phrases related to each province, city, and neighborhood.
Mapping and problem solving
request
Comment
Users search for real estate by entering very precise locations in the search engine, not just city names.
Changes in user habits are forcing new tactics. Determined customers type specific streets and neighborhoods into Google instead of general keywords. Ignoring these precise queries means giving ground to the competition. Tailoring content to narrow search intent increases the chance of contact.
The dominance of giants such as Otodom and OLX in general search terms makes it impossible to effectively compete for customers using standard methods.
Competing with giants for budgets makes no economic sense. The scale of Programmatic SEO reduces the cost of acquiring leads. You invest in technology once and reap the benefits from thousands of subpages for a long time.
Manually creating thousands of unique subpages for each neighborhood and street exceeds the team's time capabilities.
Manually creating content for every street in a city is a waste of resources. Automating the process allows you to dominate search results in a short period of time. The speed of implementing new subpages determines your advantage over stronger players on the market.
Traditional SEO strategies do not allow for quick utilization of niche phrases with high conversion potential.
The need to achieve a high return on investment with a limited budget precludes costly competition for top phrases.
Evolution of the account structure
From the very beginning of our cooperation, we focused on maximizing results with a relatively low budget, which is why every decision and action had to be strongly motivated by specific returns on investment.
Launching a Google Ads campaign
Implementation of strict geographic segmentation in the search network
Systematic elimination of queries unrelated to purchase intent
Pmax campaign optimization (signals, location, exclusions)
Excluding mobile application categories
A shift in advertising narrative from general "valuation" to more transactional "Sell" messages.
Launching a DSA campaign to explore new queries
Using micro-conversions (mail_click and tel_click) as additional actions
Implementation of a GDPR-compliant consent management system Consent Mode
The above measures yielded the following results (Q3 vs. Q2 2025)
Summary
The results we achieved would not have been possible without the client's team, who shared their knowledge and understanding of the real estate market. Thanks to the support of Digital Broker's management and a great deal of trust in our strategy, we have jointly built a repeatable process that helps scale the client's business.
