Real estate keywords fall into four tiers: project and developer names which convert at multiples of anything else, product plus location terms where most budget goes, investment and yield intent, and process or eligibility research. Phrase match is the workhorse, exact match is for proven winners, and broad match only works with reliable conversion tracking, Smart Bidding history and a real negative list. Arabic and English behave differently and should never be machine translated into each other. The negative categories that save the most money in Gulf property accounts are job seekers, free and no commission seekers, the wrong transaction type such as bed space and partition traffic, portals, non commercial research modifiers, the wrong product type and the wrong emirate or country.