Success Secrets: Unlocking the Power of PPC Ad Assets

Mheanne Celis
Posted by Mheanne Celis
Updated on
Published in PPC Advertising

Every click counts in Pay-per-click (PPC) advertising, especially for real estate professionals aiming to maximize their campaign's click-through rate (CTR) and conversion rates. Amidst the quest for visibility and leads, one powerful but can-be-overlooked feature is PPC ad assets, or formerly known as ad extensions. In this blog, we'll unravel the various types of PPC assets and explore their benefits in real estate marketing. Whether you're aiming to increase your website traffic, boost engagement, or increase conversion, harnessing the power of ad assets could be the game-changer you've been searching for.

What Are Ad Assets?

Assets are essentially add-ons to your online ads that provide extra information and functionality beyond the standard ad text. They offer the audience more details and options within the ad itself, making it easier for them to find what they need and take action. For example, they can include additional links to specific pages on your website, display your business's location and contact details, or even highlight specific product features. By incorporating ad assets into your campaigns, you can make your ads more informative, relevant, and appealing to potential clients.

Ad assets come in two categories: manual and automated. Manual assets are ones you set up yourself, while automated assets are generated automatically by Google based on factors like your ad content, website, and user behavior. Both types have advantages and can be used strategically to enhance the effectiveness of your PPC ads.

Carly Carey's PPC ad leveraging sitelinks, image, and callout ad assets.

Types of Ad Assets

There are numerous types of PPC assets, each designed to enhance your ad's visibility and effectiveness in attracting leads. Here are some of the most commonly used types, especially by real estate professionals: 

  • Sitelinks: Additional links that direct users to specific pages on your website, ideal for showcasing different property types or services.
  • Callout: Brief text snippets highlighting key selling points or unique features of your real estate offerings, such as "Waterfront Properties" or "Virtual Tours Available."
  • Location: Display your business address alongside the ad, making it easier for users to find your office or property listings.
  • Call: Allow potential clients to call your business directly from the ad, which is perfect for facilitating immediate connections with interested parties. 
  • Promotion: Highlight special offers, discounts, or promotions related to your real estate services, enticing users to take action.
  • Seller Rating: Showcase ratings and reviews from satisfied clients, building trust and credibility with potential customers.
  • Image: Incorporate high-quality images of properties directly into your ads, giving users a visual preview of available listings. 
  • Structured Snippet: Provide specific details about your services, such as property types you specialize in or neighborhood expertise.
  • Lead Form: Enable users to directly submit inquiries or requests for more information from the ad, streamlining the lead generation process. 

Waterfront Properties utilizing sitelinks, image, callout, and structured snippet ad assets.

Ad Assets Benefits

PPC ad assets offer agents many benefits to elevate their online advertising game. Firstly, assets allow your ads to occupy more space on search results pages, increasing visibility and leading to higher click-through rates (CTR) and more qualified traffic to your website or landing pages.

Moreover, ad assets enable you to provide users with more relevant and detailed information within the ad itself. Whether it's displaying your business location via location assets or enabling users to call you directly from the ad using call assets, these features help facilitate engagement and drive action.

Furthermore, leveraging ad assets can improve the overall performance of your PPC campaigns by increasing ad relevance and quality scores. Search engines reward ads that provide a positive user experience, and using ad assets effectively can contribute to higher ad rankings and lower cost-per-click (CPC).

Example of a PPC Ad campaign's results.


To ensure maximum impact and efficiency, it's essential to carefully select and incorporate only the most relevant assets into your campaigns. If you're looking to optimize your PPC strategy further and harness the full potential of ad assets, don't hesitate to reach out to us for professional support.

PPC Ad Assets FAQ

What are ad assets?

Ad assetss are extra features in online ads providing more information and functionality beyond the standard text, making ads more informative and appealing.

How can ad assets benefit real estate professionals?

Ad assets increase ad visibility, improve click-through rates (CTR), provide more relevant information, facilitate engagement, and contribute to higher ad rankings and lower cost-per-click (CPC).

What types of ad assets are there?

Manual and automated assets exist, including sitelinks, callouts, location, call, promotion, seller rating, image, structured snippet, and lead form.

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