Google Ads for Real Estate: Casa Pattaya
Google Ads for Real Estate: Casa Pattaya
Industry: Real Estate (Property Rental & Sale)
Location: Pattaya, Thailand
Channel: Google Search Ads
At a Glance
| Metric | Result |
| Conversions | 80.67 |
| Conversion rate | 2.69% |
| Cost per conversion | ฿524.97 |
| Click-through rate | 8.55% |
| Total spend | ฿42,347 |
| Impression share vs. Airbnb, Booking.com, PropertyScout | 26.67% (highest) |
| Reporting period | Jun 16 – Jul 15, 2026 (1 month) |
Casa Pattaya isn't just running ads in the Pattaya property market — it's out-positioning some of the biggest portals in travel and real estate. Over this reporting period, the campaign held a 26.67% impression share and a 75.47% Top of Page rate, ahead of Airbnb, PropertyScout, Booking.com, and DDproperty on Top of Page presence relative to overlap, while converting search traffic into WhatsApp and LINE conversations at scale.
About Casa Pattaya
website : Casa Pattaya
Casa Pattaya operates in one of Thailand's most competitive property markets, where searchers looking to rent, buy, or explore condos and houses in Pattaya and Jomtien are met with listings from global travel platforms, national property portals, and local developers all bidding for the same clicks. Casa Pattaya's Google Ads account is built around a messaging-first conversion model — turning search intent directly into WhatsApp and LINE conversations rather than routing leads through a slower contact-form funnel.
The Opportunity
Pattaya real estate search terms sit at a crossroads of two high-value audiences: people actively relocating or investing in property, and travelers researching a trip to Thailand who start browsing condos and vacation homes along the way. That mix creates both an opportunity and a challenge — the account needs to capture serious property intent (buy condo pattaya, house for rent pattaya) without wasting spend on casual travel browsing, all while competing in an auction where Airbnb and Booking.com already dominate Top of Page placements.
The brief for Digital Agency Bangkok (DAB): sustain a strong auction position against major portals, keep the messaging-first lead flow (WhatsApp, LINE, phone) running efficiently, and keep mining search term data to find new high-intent keyword themes.
Goals
- Maintain a competitive impression share against Airbnb, Booking.com, PropertyScout, DDproperty, and Sansiri in the property/travel auction
- Keep WhatsApp and LINE — the client's preferred contact channels — as the dominant conversion paths
- Hold a well-optimized account (reflected in Google's own optimization score) while continuing to refine targeting
- Surface new keyword opportunities from unclassified search traffic rather than leaving that volume unexamined
Strategy & Approach
Messaging-first conversion tracking. Rather than relying on a single contact form, the account tracks six distinct conversion actions — WhatsApp clicks, LINE clicks, phone clicks, property inquiry forms, contact forms, and project forms — so every channel a prospective renter or buyer might use is measured and optimized against.
Maximize Conversions bidding on a well-tuned account. The campaign runs on a Maximize Conversions bid strategy and carries a 99.08% Google Ads optimization score, indicating the account structure, ad strength, and targeting are close to fully tuned within Google's own framework.
Named keyword targeting layered with broad discovery. Named search terms like "property scout pattaya," "house for rent pattaya," and "buy condo pattaya" are tracked and optimized individually, while a large share of traffic still comes in through broader, uncategorized queries — an ongoing mining opportunity rather than a gap in coverage.
Audience-informed targeting. Google's in-market and affinity audience data confirms the account is reaching the right searchers: people actively researching trips to Thailand and self-identified "Travel Buffs" and "Homeowners" convert at well above the account average, validating that the keyword and ad strategy is attracting genuine intent rather than casual traffic.
Results
Executive performance, Jun 16 – Jul 15, 2026:
| Metric | Value |
| Clicks | 2,999 |
| Impressions | 35,075 |
| CTR | 8.55% |
| Avg. CPC | ฿14.12 |
| Total Spend | ฿42,347 |
| Conversions | 80.67 |
| Conversion Rate | 2.69% |
| Cost / Conversion | ฿524.97 |
Where the conversions are coming from
Messaging apps dominate the conversion mix — a direct reflection of how Casa Pattaya's audience prefers to make first contact:
| Action Type | Conversions | Share |
| WhatsApp Clicks | 46.67 | 57.9% |
| LINE Clicks | 26.00 | 32.2% |
| Phone Clicks | 4.00 | 5.0% |
| Property Form | 2.00 | 2.5% |
| Contact Form | 1.00 | 1.2% |
| Project Form | 1.00 | 1.2% |
WhatsApp and LINE together account for roughly 9 in 10 conversions — confirming that for this audience, a chat window beats a contact form.
Top-performing search terms
| Search Term | Impressions | Clicks | CTR | Conversions |
| property scout pattaya | 1,033 | 67 | 6.49% | 6.00 |
| house for rent pattaya | 928 | 170 | 18.32% | 4.33 |
| thailand property | 346 | 62 | 17.92% | 4.00 |
| pattaya real estate | 885 | 107 | 12.09% | 1.00 |
| buy condo pattaya | 426 | 66 | 15.49% | 1.00 |
| copacabana beach jomtien | 212 | 29 | 13.68% | 2.00 |
| jomtien condos for sale | 205 | 26 | 12.68% | 2.00 |
| รายชื่อคอนโดในพัทยา | 338 | 14 | 4.14% | 2.00 |
Notably, "uncategorized" search terms contributed the single largest share of volume — 18,752 impressions and 35.33 conversions — pointing to real, converting demand that hasn't yet been organized into named keyword themes.
Who's converting
Google's audience insight data shows the campaign is reaching a highly relevant mix of travel and property intent:
- Trips to Thailand (in-market segment): 4.2x index, 43.6% share of conversions
- Travel Buffs (affinity segment): 2x index, 53.7% share of conversions
- Homeowners (detailed demographic): 1.8x index, 48% share of conversions
This overlap between travel-intent and homeowner audiences reflects Pattaya's dual buyer profile: relocating residents and overseas buyers researching property while planning a trip.
Holding position against the biggest names in travel and property
| Advertiser | Impression Share | Overlap Rate | Top of Page Rate | Abs. Top of Page |
| Casa Pattaya | 26.67% | — | 75.47% | 22.05% |
| airbnb.com | 20.99% | 23.92% | 86.25% | 38.96% |
| propertyscout.co.th | 20.48% | 32.50% | 86.06% | 20.69% |
| booking.com | 17.51% | 18.19% | 86.52% | 29.96% |
| ddproperty.com | 16.88% | 20.44% | 85.95% | 20.53% |
| sansiri.com | 13.98% | 11.43% | 81.80% | 47.36% |
Casa Pattaya leads every competitor tracked in raw impression share — ahead of Airbnb, PropertyScout, Booking.com, DDproperty, and Sansiri — while holding a strong Top of Page rate relative to how often it overlaps with those competitors in the same auctions.
Key Takeaways
- A messaging-first funnel can carry almost the entire conversion load. WhatsApp and LINE together drove close to 90% of all conversions, showing that for this market, meeting searchers in a chat app outperforms a traditional contact form.
- Impression share leadership doesn't require outspending the competition. Casa Pattaya's 26.67% impression share topped Airbnb, Booking.com, and three property-specific portals in the same auction.
- Uncategorized search traffic is a live opportunity, not dead weight. With 18,752 impressions and over 35 conversions coming from unclassified queries, there's a clear next step to mine that traffic into named keyword themes.
- A 99% optimization score reflects account discipline, not luck. Consistent Maximize Conversions bidding, multi-channel conversion tracking, and ongoing search term review keep the account performing at a high baseline month over month.
Ready to See What a Well-Optimized Search Campaign Can Do for Your Business?
If you're competing against major travel or property portals for the same searches, get in touch with Digital Agency Bangkok for a free account review.