A guide for getting better returns with commercial property advertising

Search for ‘commercial property advertising’ and you will be greeted by a suite of online property portals vying for your attention. But you could get far better returns by rethinking your approach.

It’s nice to have control. That’s the main reason why you may want to steer clear of running commercial property advertising through popular online property portals. After all, whether you are seeking funding for a new commercial development or selling units in a new commercial property, you have a very specific financial investment to promote. And advertising with a property portal leaves very little room for nuance. Allow us to explain…

Before we start…

At Adbetter we help businesses connect with new customers and drive transformative revenue through pay per click advertising. And we are so confident in our expertise that we may even offer to cover your ad spend. Complete this little form and we will work up a free proposal outlining the results you could expect within 90 days of working with us.

“Since working with Adbetter, our digital paid media channels have grown to be one of our most consistent generators of high-quality leads. Our lead volumes from paid media channels have increased over 1,400% whilst maintaining a low cost per lead.”

The problem with property portals (and a smarter alternative)…

There’s nothing inherently wrong with using the advertising services of a property portal. But when you are trying to attract investors in student housing, care homes, office space or any other major commercial development, you may find that online portals lack the finesse you need to connect with the right type of people.

One alternative is to run your own pay per click campaigns – and it can be fiercely effective.

PPC gives you total control over how your properties are presented, the audience you are promoting to and the type of leads you attract. You can also gather far more insightful audience data for optimising your commercial property advertising as your campaign progresses.

What’s the best platform for pay per click commercial property advertising?

You know about PPC ads. They are the sponsored results you see whenever you run a Google search. But the search giant isn’t your only option for running PPC campaigns. You can also run sponsored pay per click ads on social media networks such as Facebook, Instagram and even TikTok.

Which platform is best for commercial property advertising? That depends.

With Google, it’s easier to target people with high conversion intent. After all, you can reach people at the exact moment they are searching for the type of investment or property opportunities that you provide. With social media you have to work a little harder to find the right leads – but you can yield some powerful returns. Not least because social media is such a visual place, allowing you to share photos of your commercial properties.

In short: no matter what platform you choose, getting results with PPC campaigns is about getting the basics right and following best practice to make sure your ad spend is working as hard as possible for your business.

Pay per click: best practices for commercial property advertising

If you really want to drive financial returns with PPC – and why wouldn’t you? – we’ve written an extensive guide to the best practices with Google Ads here. (It’s worth bookmarking if you haven’t got time to read it right now.) Below is a micro summary of some of the key considerations for any successful PPC campaign.

• Copywriting. Address your reader directly and focus on benefits and outcomes. Think about what the reader stands to gain from becoming your next customer.
• Creative. Any imagery you share should be consistent with your brand. Include your logo and make sure your photography is suitably professional.
• Variants. Your PPC platform will give you the opportunity to supply multiple options for ad headlines and images. Make sure you provide as many options as you can. The platform will test these and preferentially serve the ad variants that are getting the best results.
• Landing page. What happens once someone has clicked on your ad? Consider the post-click journey carefully. Ideally you should create a specific landing page that acts as a continuation of your original ad and includes a form for capturing your prospect’s data (such as email address and phone number) so you can send them future marketing material.
• Social proof. If you have great reviews on Trustpilot or have been featured in respected industry publications, make it part of your campaign. It’s great for building credibility and reassuring your audience that your services are legitimate.
• Retargeting. With the right audience tracking, you can retarget people who have clicked your ads with a different PPC campaign – helping you to stay front of mind while giving you the opportunity to explain more about your commercial property opportunities.
• Analytics. The success of your PPC campaign is largely down to your ability to interpret your performance data. Don’t shy away from analytics. When you identify what’s working – and why – you can double down on your efforts and drive significant returns.

Of course, every PPC campaign is slightly different. And every PPC platform has its own recipes for success. Go for a deeper dive into best practice with the articles below…

>> Best practices for Google pay per click real estate campaigns

>> Display ads for real estate: a short guide to success

>> Facebook ads for real estate: tips to grow revenue

>> How to boost revenue with Instagram ads for real estate

>> YouTube ads for real estate: a guide to getting results

>> 6 expert tips for real estate retargeting ads

Let us do the hard work for you

Allow us to be candid. It isn’t difficult to get up and running with pay per click. The various platforms are more user friendly than they’ve ever been. And a little intuition and common sense can take you far. But driving the really transformative returns? Returns that can drive the sustained growth of your business? That takes an expert.

Pay per click is what we excel in – generating returns for our clients that are measured in the millions. We have the experience, expertise and hard-won knowledge to create PPC campaigns that are meticulously optimised around your business goals.

If you would like to know more about the returns you could expect by working with us, ask for a free proposal. Alternatively, here’s some case studies.