PPC Strategies for Title Agencies: How to Win at Paid Search

Did you know that the top three paid ads that appear on a search engine results page capture 65% of all page clicks? This shows just how great the potential of pay-per-click or PPC strategies can be for businesses that aim to enhance their reach and maximize their impact online. 

Companies operating in highly competitive markets, such as title agencies, are the ideal candidates for leveraging PPC marketing. If you want to compete against larger firms with budgets to match and connect with niche audiences, organic strategies simply aren’t enough to achieve these goals in a short time span.

With the aid of a well-executed PPC campaign, you can easily boost your brand’s visibility across platforms, attract qualified leads that are likely to convert, and drive higher traffic that puts you at the forefront.

What Is PPC Marketing? Top Benefits for Title Agencies

As the name suggests, running a pay-per-click advertising campaign means that you’ll put out an online ad and pay each time a user clicks on it.

Instead of relying solely on organic means (e.g., posting regular content on social media or your website) to make your brand more visible and engaging, PPC marketing allows you to appear prominently on search engine results pages or different online platforms to encourage clicks. 

While there are several places to host PPC ads, Google Ads remains the most widely used platform. There, advertisers bid on PPC keywords that potential customers are likely to search for — you can think of it as instant, more sales-driven SEO.

PPC campaigns can be tailored to ensure your ads are seen by the right people at the right time — a feature that’s especially important for title companies catering to specific regions or demographics.

Here are some other benefits of PPC advertising strategies specific to title companies:

• Enhanced visibility: With paid search, your ad can appear at the top of search results as soon as your campaign is live — no waiting time. This makes it easier to build awareness and drive inquiries.
• Measurable ROI: Paid search covers several key metrics like click-through rates and conversion rates that make it convenient to draw actionable and comprehensive insights into your campaign’s ROI. This way, you can ensure every dollar spent works to generate maximum returns.
• Flexibility: Paid search is a versatile medium that allows agencies to experiment freely with different ad formats, messaging, and keywords, making it ideal for A/B testing.

7 Winning PPC Strategies for Title Agencies

While PPC marketing may hold great promise, it’s still a significant investment that demands a thoughtful approach for success. Below are some PPC strategies that can help your title agency achieve both short-term and long-term marketing goals.

1. Identify your target audience

Running PPC campaigns without defining your ideal customer is simply throwing spaghetti at a wall and seeing what sticks. Instead of going blindly into it, work towards analyzing your target audience by:

• Studying your competitors and identifying what PPC strategies already work in your industry
• Understanding who your audience is through market research
• Looking for commonalities in your current customer base
• Understanding why people buy from you
• Defining who isn’t your target audience

Once you’ve identified your target audience, segment them into two or more subgroups. You can divide them based on geographic location, age, interests, purchasing behavior, or other factors — whatever would help you deliver more tailored messaging. 

Segmentation makes it easier to personalize ads, resonating with specific subgroups better than any one-size-fits-all campaign ever can. By skipping this step, you risk wasting resources on clicks that fail to convert.

2. Choose relevant keywords

The success of your campaign lies in your PPC keywords. Use tools like Google Keyword Planner to identify high-traffic, relevant terms that align with your services as well as your target audiences’ search intent. Title agencies, for example, can leverage keywords like “title insurance,” “real estate closing services,” or “title company near me” to drive quality traffic to your website or landing pages. 

By selecting the right keywords, your ads are more likely to be seen by clients who are actively searching for expertise like yours.

3. Write engaging ad copy

If your ad copy falls flat, no amount of keyword research or segmentation can remedy the lack of quality. An ad that engages is one that converts, so always mind the copywriting. 

Craft headlines that capture attention, provide clear and persuasive descriptions, and include strong calls-to-action that encourage clicks. Keep your messaging concise but compelling, and incorporate the lingo and tone your audience uses to appeal to them.

4. Localize PPC targeting

If your title agency caters to specific geographic regions, local targeting is a feature you should not miss. Narrow your ad reach to target users in particular cities, neighborhoods, or even zip codes. This ensures your ads are relevant to potential clients in your service area, helping you build a strong local presence.

5. A/B test ads

A/B testing is a reliable way to determine what elements of an ad resonate most with your audience and how you can further optimize campaigns. This is done by comparing two versions of the same ad, with only one variable (the element you’re testing for, such as headlines, keywords, or calls-to-action) serving as the differentiator. Once you have your results, you can use these insights to refine your strategy for better ROI.

6. Optimize landing pages

So your ad received a click…now what? What comes next is typically the landing page you’ve linked to the ad. Did you make sure it functions well and appears engaging? The landing page users are directed to serve as the first taste of what you have in store including services, products, and content.

To help convert these clicks into leads, make sure your landing pages align with your paid search ads by maintaining consistency in the messaging, design, and tone. You can also optimize these pages by aiming for fast load times and mobile responsiveness, as well as incorporating clear CTAs.

Optimizing your landing pages can take a lot of work, especially for small title agencies. If you want an effectively designed page without the hassle of going into the nitty-gritty on the backend, TitleTap’s professional web design services may just be the solution for you.

7. Implement remarketing campaigns

Visitors who engaged with your earlier campaigns but didn’t convert are considered “warm” leads that should be retargeted. What better way to get them back to the funnel than through remarketing campaigns? You can reach them again by displaying targeted ads to these users, encouraging them to return to your shop or website when they’re ready to act. 

If this is starting to sound too complicated or you simply don’t have the time to figure out a remarketing strategy, why not outsource? From video and blog content to organic and paid social posts, TitleTap can manage your marketing efforts, ensuring your brand consistently reaches warm leads.

Turn Clicks into Clients with More PPC Best Practices from TitleTap

Investing in your brand’s marketing is a long game to play—but who says you can’t reap immediate success? PPC marketing is a practical solution for anyone looking to get maximum results with minimal effort. 

Bring the right sets of eyes to your website by bidding on precise keywords, and enjoy the quick growth that no other marketing strategy can offer. Partnering with TitleTap streamlines the process, with services that help you harness the potential of online advertising — from Google and Facebook Ads to remarketing campaigns. With TitleTap at the wheel handling your PPC strategies, you can focus on your core operational needs and deliver exceptional service to your clients.