How to Write Profitable PPC Ad Copy in the Real Estate Industry
Collin Schmelebeck

Collin Schmelebeck

Google Ads Certified Specialist
(and ice cream fanatic)

How to Write Profitable PPC Ad Copy in the Real Estate Industry

Table of Contents

Creating and managing Google PPC campaigns for real estate professionals is one of the most competitive industries Google Ads has to offer.

Real Estate Google Ads Benchmarks in 2020

CPC (cost-per-click) can be very high and CTR (click-through-rate) can be very low during a real estate Google Ads campaign.

There are hundreds of variables that go into a successful PPC marketing campaign, but today we will be looking at writing more profitable ad copy in your Google Search Ads.

Google Ads Copy Tip #1: Not You, Me

The Goal of Digital Marketing

What is the point of advertising on Google in the Real Estate industry?

To connect with qualified prospects that need your services.

Never forget this when you’re creating your ads, they’re for the potential customer that you are trying to get in contact with before your competitor does.

You Must Mirror the End Goal

At the end of the day, you need to convince your potential client why they need or want to use you, and not somebody else.

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When writing your ad copy, don’t tell them what they already know (example –> asking a redundant question of why they are making their search in the first place).

Keep Your Promise After the Ad

They click on your ad, congrats! But don’t ruin your chance of conversion (you know…the only reason why you are advertising and spending $$$…) by taking them to a landing page that doesn’t answer their question that they were searching for.

This is the fastest way to waste your ad spend while increasing your bounce rate (user leaving the website before performing an action).

Google Ads Copy Tip #2: Keyword Locations

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Don’t Forget the Fundamentals

You should always include the relevant keyword(s) that you are targeting in each ad (yes this was an extremely basic tip, but you never know who needs to hear this).

Keyword Placements

What locations should the keyword be in:

  • Headlines (3 different headlines)
  • URL Path
  • Description
  • Bonus Points = Universal and Other Ad Extensions

Google Ads Copy Tip #3: Master Consumer Psychology

Being a part of the real estate ad game, you’re going to face competitors every day.

But you can use that to your unfair advantage if you learn how to write psychology-based ad text to stand out from the “clutter” of other ads.

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Let’s take a look at a search, “houses for sale in Destin FL“.

What do you notice from the four ad results?

NO originality.

NOTHING that sets themselves apart from each other.

This is the lazy ad writing that is plaguing the real estate PPC industry.

How will you expect a potential client to pick you from another competitor if you use ads like this?

Answer: you pray.

Thankfully there is a solution to solving this mess and actually create better chances of your ad being clicked on and having more conversions week after week because of this.

Use Psychology to Write Your Ads

Now I’m nowhere near a psychologist (but I did get an A in AP Psychology if that means anything…), but here are some actionable tips you can use TODAY to start writing/rewriting your ads to stand out from your competition:

  • Pre-Qualify with specific ad text
  • Features
  • Benefits (yes this is different from ^)
  • Solutions
  • Reviews

If you start using even just one of the ad ideas from the list above, you will already start to stand out from every other realtor in town writing the same headline time after time again.


These were just 3 beginner tips for writing better ad copy in the Real Estate industry.

If you would like to learn more about improving your Google Ad Campaign performance, message me below or visit my website to schedule a free 15-minute qualifying call to see if you meet the requirements of becoming a Schmelebeck Consulting client.

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