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How PPC Advertising Can Help Realtors Get More Leads

By Cali Cioppa | April 21, 2023

Pay-per-click (PPC) advertising can be a powerful tool for real estate agents and companies looking to generate more leads and traffic to their websites. PPC advertising allows advertisers to create targeted ads that are displayed to potential clients who are actively searching for properties or real estate services online. In this article, we will explore how PPC advertising can help realtors gain more leads and traffic, and provide tips on how to create an effective PPC campaign.

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What is PPC Advertising?

PPC advertising is a form of online advertising where advertisers create ads that are displayed on search engine results in pages or other websites. The ads are designed to promote a real estate agent or company's services, listings, or specific properties. PPC ads work on a bidding system where advertisers bid on specific keywords that they want their ads to appear for. When someone searches for a specific keyword or phrase, the search engine will display the ads of the highest bidders in the search results. The advertiser only pays when someone clicks on their ad, hence the name "pay-per-click."

How can PPC Help Realtors Gain More Leads and Traffic?

PPC advertising can be an effective way to reach potential clients who are actively searching for properties or real estate services online. Here are some ways PPC advertising can help realtors gain more leads and traffic:

  1. Targeted Advertising

PPC advertising allows realtors to create targeted ads that are displayed to potential clients who are searching for specific keywords related to real estate. By bidding on these targeted keywords, realtors can increase the visibility of their ads and potentially drive more traffic to their websites or specific landing pages. For example, a realtor can create an ad that is targeted to people searching for "homes for sale in [city name]" or "real estate agents in [city name]." By targeting specific keywords, realtors can ensure that their ads are displayed to the right audience and increase the chances of generating a lead.

  • Increased Visibility

PPC advertising can help realtors increase their visibility in a competitive online marketplace. With so many real estate agents and companies vying for attention online, it can be difficult to stand out. PPC advertising can help realtors get noticed by potential clients who are actively searching for properties or real estate services. By creating compelling ads that capture the attention of potential clients, realtors can increase their visibility and attract more leads.

  • Cost-Effective Advertising

PPC advertising can be a cost-effective way to generate leads and increase visibility. Unlike traditional advertising methods, such as print or TV ads, PPC advertising allows realtors to set their own budget and only pay when someone clicks on their ad. This means that realtors can control their advertising costs and ensure that they are getting a good return on investment. Additionally, because PPC advertising is targeted, realtors can be confident that they are reaching the right audience and not wasting money on advertising to people who are not interested in their services.

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Tips for Creating an Effective PPC Campaign

While PPC advertising can be an effective way to generate leads and traffic, it requires careful planning, monitoring, and optimization to ensure that the campaign is effective and provides a good return on investment. Here are some tips for creating an effective PPC campaign:

  1. Choose the Right Keywords

Choosing the right keywords is crucial to the success of a PPC campaign. Realtors should research and select keywords that are relevant to their services, listings, or specific properties. They should also consider the search volume and competition for each keyword, and choose keywords that are likely to generate leads and traffic.

  • Write Compelling Ads

Realtors should write compelling ads that capture the attention of potential clients and entice them to click on the ad. Ads should highlight the unique selling points of the realtor's services or properties and provide a clear call to action.

  1. Highlight Unique Selling Points

When creating a PPC ad, it's important to highlight the unique selling points of the realtor's services or properties. What sets them apart from the competition? Do they offer a free consultation? Are their listings priced competitively? Do they have a proven track record of success? By highlighting these unique selling points, potential clients will be more likely to click on the ad and learn more about the realtor.

  • Use Attention-Grabbing Headlines

The headline of a PPC ad is the first thing potential clients will see, so it's important to make it attention-grabbing. Use action-oriented language, such as "Find Your Dream Home Today" or "Get Top Dollar for Your Property." The headline should also be relevant to the keywords being targeted and provide a clear indication of what the ad is about.

  • Include a Clear Call-to-Action

A clear call-to-action (CTA) is essential to any PPC ad. The CTA should be action-oriented and provide a clear indication of what the potential client should do next. For example, "Contact Us Today for a Free Consultation" or "Schedule a Showing Now." The CTA should also be prominently displayed in the ad, such as in the headline or description.

  • Use High-Quality Images

High-quality images can make a big difference in the success of a PPC ad. Use images that are relevant to the ad and showcase the realtor's properties or services. The images should be high-resolution and visually appealing to catch the eye of potential clients.

  • Be Clear and Concise

PPC ads have limited space, so it's important to be clear and concise in the messaging. Avoid using technical jargon or complex language that potential clients may not understand. Stick to simple, straightforward language that clearly communicates the benefits of the realtor's services or properties.

  • Test and Refine

Once the PPC campaign is up and running, it's important to test and refine the ads to ensure they are effective in generating leads and traffic. A/B testing can be used to test different ad headlines, descriptions, and images to see which combinations are most effective. Based on the results of the testing, the ads can be refined and optimized for better performance.

Bidding on the top real estate keywords through PPC (Pay-Per-Click) advertising can be an effective way for real estate agents and companies to increase their visibility and generate more leads. By bidding on specific real estate keywords, realtors can ensure that their ads are displayed to potential clients who are actively searching for properties or real estate services. Here's a step-by-step guide on how to bid on the top real estate keywords through PPC:

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  1. Identify the top real estate keywords

The first step is to identify the top real estate keywords that are relevant to your business. As mentioned in the previous answer, some of the top real estate keywords include "homes for sale," "real estate agents," "home listings," "realtors near me," "commercial real estate," and "real estate investing." You can use keyword research tools like Google Keyword Planner or SEMrush to identify relevant keywords and estimate their search volume and competition.

  • Create targeted ads

Once you have identified the top real estate keywords, the next step is to create targeted ads that are relevant to the keywords. The ads should be compelling and provide a clear call to action. You can use the tips mentioned in the previous answer on how to write compelling ads to create effective ads.

  • Set a budget

When creating a PPC campaign, it's important to set a budget that aligns with your goals and resources. You can set a daily or monthly budget for your campaign and adjust it as needed. Additionally, you can set a maximum bid for each keyword to ensure that you don't overspend on clicks.

  • Bid on the keywords

Once you have created your ads and set your budget, the next step is to bid on the top real estate keywords. You can use a PPC advertising platform like Google Ads or Bing Ads to bid on the keywords. When bidding on the keywords, you will need to set a bid amount for each keyword. The bid amount is the maximum amount you are willing to pay for each click on your ad.

  • Monitor and optimize your campaign

Once your PPC campaign is up and running, it's important to monitor and optimize your campaign to ensure that it's effective and provides a good return on investment. You can use analytics tools like Google Analytics or SEMrush to track the performance of your campaign and make adjustments as needed. You may need to adjust your bid amount, change your ad copy, or target different keywords to improve the performance of your campaign.

In conclusion, writing compelling ads is an essential part of creating an effective PPC campaign for realtors. By highlighting unique selling points, using attention-grabbing headlines, including clear call-to-actions, using high-quality images, being clear and concise, and testing and refining the ads, realtors can create ads that capture the attention of potential clients and generate more leads and traffic.

Realty Biz News Contributor at Realty Biz News
Cali Cioppa is an account executive with My BFF Social, an RBN network partner, specializing in social media management, marketing, and advertising solutions that drive business. As a contributing author to, “The Digital Age of Real Estate,” she writes about technology and marketing trends that are influencing the future of the real estate and finance marketing. Click here to contact Cali Cioppa.
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