Boost Conversions With Ad Extensions
Google Ads (SEM)

Here's How You Can Use Ad Extensions To Boost Your Conversions

Ad extensions help you get the most out of your property google ads without costing extra. Find out how you can best use this feature here!

Google ads is an awesome way to get the property leads you need to close on a listing. But there is no point of putting up your ads if you’re not making full use of this marketing method. Most people think that Google ads only involve bidding on keywords, writing the ad piece, and finally launching the campaign – but there’s more to it than just that. So, if your real estate Google ads campaign isn’t converting as well as you thought it would, you could be having this problem because you’re not using your ad extensions. But what are ad extensions? What can they do for you? Which ones should you use? And can they really get you quality leads to close on homes?  

Let’s find out!   


1. What Are Ad Extensions

Have you ever come across a Google ad that provides more information than normal search ads? How it contains more than the typical title tag, URL, and description, but also has other things like company addresses, agent phone numbers, google business ratings, or additional web page links for clients to refer to? 

That’s what ad extensions are. 

They are features in your Google ad that give you room to add in your business information, without paying extra for the space or words used. Yeah, you read that right. Ad extensions don’t cost anything extra – any time your extensions are clicked on, you pay the same amount as you would if a user clicked your ad headline.

2. What Can Ad Extensions Do For Your Property Campaign And Real Estate Business?

  • Extensions make your ad more visible. This means that they are more likely to appear in search results when anything similar to your services is googled. 
  • According to Google, ad extensions can increase click-through rates by 10 to 15%! People need information to make decisions – and that is exactly what extensions offer. The more details you can include in your advertisement, the more likely it is to be relevant to a home buyer’s google search. This will make it easier for them to engage with your ad and generate more quality leads
  • Ad extensions can help you stand out among business competitors. Since ad extensions take up more space in search results, they make your ad look bigger. This helps to catch the attention of home buyers, pushing competitors’ ads or organic listings further down the search engine results page. 
  • You get to save money with this feature. Ad extensions will raise your ad’s quality score and rank. Quality scores do exactly what they mean – they help you get a sense of what your ad’s quality is like, compared to other, similar property advertisements out there. This matters because a higher quality score means your ad is meeting your prospect’s needs. And in return for a good quality score, Google rewards your hard work by charging you lesser for each ad click! This means you will be paying a lower cost for each conversion.  

3. How do you set up your ad extensions?

To set up ad extensions:

  1. Enter the Google Ads login page.
  2. The next step is to access your account's "Extensions" page, and select the "Add Extensions" button.
  3. Lastly, choose the ad extension you want to use. To create a positive user experience when buyers and prospects interact with your ad, each type of ad extension requires different information about your company. 

That’s it! But before starting this process, let’s take a look at the types of ad extensions recommended for real estate businesses. 

4. Types of Google ad extensions you should be using

While all the extension types listed below are great options to try out in every ad campaign you run, sitelinks, callout extensions, and structured snippets are a little more special because they’re considered as universal extensions. This means they are ad extensions Google itself recommends you use! 


4.1 Location Extensions

Location extensions tell people where they can find your company. It shows your office address so homebuyers can easily drop by for face-to-face consultations or to schedule a showing appointment with one of your agents. Once prospects click on your address, they will be guided to Google Maps to receive directions on how to get there. Since buyers are looking for local agents serving their area or area where they are interested in buying a home, adding in location extensions is a powerful option for you. It’s an easy way to tell your clients that you help sell homes exactly where they’re looking to buy from. 


4.2 Call Extensions

Call extensions lets you put in your business contact number for homebuyers to make quick, one-tap calls. Instead of googling your company’s number or clicking on the ad to reach sections where your number is written, this extension immediately puts your phone number up-front – all while you still have their attention. In fact, Google even claims this method can help boost ad click-through rates by a lot! 

4.3 Callout Extensions

Have you ever visited a website where they have a ‘Why choose us?’ section explaining why you should pick them? Callout extensions are basically the same thing, but shorter (12 to 15 characters for each point). They help strengthen your google ad’s message by highlighting what makes your property agency special or different from a competitor. Here are a couple examples you can use; 

  • 24/7 Customer Service
  • Best Price Guarantee
  • Over 5,000 Unique Listings
  • More Than 500 Homes Sold

Pro tip: Instead of using full sentences, think of a callout as a list of points. That way you can squeeze in more callout options for each ad. 

Sitelink extension leads prospect homebuyers to any page on your website. Since clicking on your google ad sends them to the landing page created for the campaign you’re running, this will be a great opportunity to also include links to your property marketing agency’s website. 

For example, you can put in a ‘Client testimonial’ link that will take users to read positive reviews previous homebuyers have shared about your services or a ‘Contact Us’ link that will immediately send them to your contact page. Other options also include a ‘Pricing & Packages’ link that will directly bring them to look at the prices of the homes, including any early bird promos you offer. 

These links reduce the number of steps users must take to find what they're looking for. Meaning that you can actually help reduce the number of visitors that don’t leave behind their contact information, so that conversion rates increase. 

4.5 Structured Snippet

While callout extensions cover major highlights, structured snippets zoom in on specific details that make your offer appealing. This is where you can put in interesting details users will want to know about your home listing. Think of it like watching the trailer to a movie. This is how you tempt potential prospects into clicking on your ad and converting. Structured snippets are even known to bring in qualified leads because people are more likely to convert when they click on your ad and know what to expect. You can take a look at the dos and don’ts of creating good snippets here

And that’s all to setting up your ad extensions! If you find yourself struggling to set up these extensions or simply need an extra hand to create attractive, click-worthy descriptions, don’t hesitate to contact local google ads experts to help you out! Sell More Condos (SMC) has assisted more than 80 realtors in Singapore earn a combined 2.5 million in commission by testing and perfecting a variety of digital solutions over the years. Our range of specialities include Google Ads, microsites, and many other digital marketing techniques to bring you the leads you need for your new condo launches. What are you waiting for? Get in touch with our friendly staff today!  

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