How to make your ad appear on Google
Most ads in Colombia are invisible to Google — not because the algorithm is unfair, but because the text gives it nothing to work with. Here's what you can actually control.
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A seller in Bello told me she had her office chair listed for two weeks: fair price, clear photos, impeccable condition. Zero messages. When I reviewed the listing, the title said "chair". The description: "in good condition, price negotiable". That was it. Google didn't even know what it was.
It wasn't about the chair. It was about the text — and where it was posted.
In Colombia, most people post on WhatsApp or Facebook without thinking that Google exists. But when someone searches "used office chair Bello" on Google, that listing doesn't appear — not because the algorithm is unfair, but because Google never could read it. This article explains what you can do to improve your chances.
What you need to know first
- Listings on public platforms (not closed groups) have a better chance of appearing on Google
- The title is the most important: include type, brand, condition and city or neighborhood
- The description should use the words a buyer would use when searching on Google
- No platform guarantees you'll appear — but the content of your listing does make a difference
- Indexing time: it can take from hours to weeks, depending on the platform
Why some listings appear on Google and others don't
Google crawls the internet with bots. Those bots read public web pages and index them. The problem with Facebook Marketplace is simple: it's blocked from Google. You have to be logged in to see listings, and Google can't log in. Same with WhatsApp groups — they're closed, private, invisible to any search engine.
Platforms that publish each listing as a public page with its own URL have a clear advantage: Google can crawl them. It can read the title, description, category, city. If the text is well written, the listing has real chances of appearing in search results.
That's the important thing to understand: the platform opens the door, but the content of your listing decides whether Google shows it.
The title is what Google reads first
Think about how a buyer searches. They don't type "chair". They type "ergonomic used office chair Medellín" or "executive chair with wheels Bogotá". If your title just says "chair", Google has nothing to connect it to that search.
The formula that works: [Type or Brand] + [Model or specifications] + [Condition] + [City or neighborhood]. Here are some concrete examples:
| Weak title | Title that works better |
|---|---|
| Chair | Ergonomic used office chair — Laureles, Medellín |
| Samsung phone | Samsung Galaxy A54 128GB black no scratches — Bogotá |
| Dining table | Dining table 6 seats wood — Barranquilla |
| Apartment | 2 bedroom furnished apartment — Sabaneta $1.200.000 |
One thing not worth doing: start the title with "FOR SALE" or "NEGOTIABLE". Those words don't tell Google anything about what you're selling — and they take up the most valuable space in your title. Use it to describe the product.
The description Google can index
The description is where many sellers lose the opportunity. The most common mistake: two or three words and wait. Google can't see photos. It only reads text.
A good description uses the same words a buyer would use when searching on Google. If you're selling a refrigerator, the buyer probably searches "used Samsung 300 liter refrigerator Bogotá" — those same words should be in your description.
Three things that help:
- Amount: minimum 4-5 descriptive sentences. You don't have to write an essay, but two words aren't enough.
- Specific words: brand, model, size, color, condition, neighborhood or city.
- Context: why you're selling it, how long you used it, if there's any minor detail to mention.
That last point — minor details — is worth including. It increases buyer confidence and reduces the WhatsApp questions you get. "Has a small scratch on the bottom corner" is honest and builds more trust than a listing that seems too perfect.
📖 Keep reading
How to write a listing that actually generates messages — the guide with practical formula and real before and after examples.
✅ Before posting — check this
- Does the title include brand, model, condition and city?
- Does the description have at least 4-5 sentences with specific words?
- Did you use the words a buyer would use when searching on Google?
- Did you mention any minor defects if there are any?
- Did you put the price? (Listings without price generate less trust)
- Did you upload at least 2-3 photos with good lighting?
Where you post matters more than you think
Not all platforms treat your listings the same. The key difference:
- Platforms with public pages per listing: Google can crawl them, read the content, and include them in search results.
- Platforms with closed feeds or mandatory login: Google can't get in. No matter how good your listing is, no one will find it searching on Google.
Colombia Move publishes each listing as an individual page with its own URL. That means Google can crawl it and potentially include it in search results. Plus, listings are organized by category, city and neighborhood — which helps the algorithm understand the context of what you're selling.
🇨🇴 Post on a public and indexable page
Colombia Move publishes each listing as an individual page with its own URL — which Google can crawl. It's free, bilingual and charges no commission.
Post my listing for free →What you can't control — and why it's useful to know
No platform can guarantee you'll appear on Google. There are factors outside your control:
- Indexing time varies. Google can take hours, days or weeks to find a new listing.
- Google prioritizes pages with history and authority. A new listing on a new platform competes against pages with years of index.
- Competition matters. If you're selling something very generic in a big city, there are dozens of similar results.
What you can control: the text you write. A clear title and a description with the right words always improve your chances, regardless of platform. And if you post on a platform that uses public indexable pages, you already have an advantage over those posting only in Facebook groups.
📖 In English?
How to Make Your Listing Show Up on Google — the English version of this guide for expat sellers.
Frequently asked questions
❓ How long does it take Google to index my listing?
It depends on the platform and the volume of new content Google is processing. On active platforms it can take from a few hours to several days. If the listing has been up for weeks without appearing, it's most likely that the description is too short or the platform doesn't allow bot crawling.
❓ Do Facebook Marketplace listings appear on Google?
No. Facebook Marketplace requires login to view ads, which blocks Google bots. This also applies to WhatsApp groups and any platform that uses private feeds. Only ads on public pages with their own URL can be indexed.
❓ How many words should my ad description have?
There's no exact minimum, but fewer than 3-4 sentences is rarely enough for Google to understand the context. Aim for a description of 60-100 words that includes the product, condition, relevant specifications, and location. You don't need more than that.
❓ Does it help to put repeated keywords or hashtags in the description?
No. Repeating the same word multiple times ("Samsung Samsung phone Samsung") doesn't improve ranking — in fact, it can penalize you. Hashtags don't help on indexed pages either. What does help: using natural variations of keywords ("phone", "smartphone", "mobile") and being descriptive.
❓ Can my ad appear on Google even if it's from months ago?
Yes. Google has no expiration date for indexing pages, as long as the URL remains public. An active ad with a good description can appear in results long after it's published. What matters is that the URL is accessible and the content is relevant.
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