In today’s digital-first real estate market, competition is fierce and attention spans are short. Real estate professionals are continually seeking innovative ways to differentiate themselves, generate leads, and convert prospects into buyers or sellers. One tool that’s been gaining traction in Pay-Per-Click (PPC) advertising strategies is video. But when it comes to budget and ROI, are video ads in real estate PPC really worth the investment?

Let’s break it down.

What Are Video PPC Ads?

Video PPC ads are paid video placements that appear across platforms like YouTube, Google Display Network, Facebook, Instagram, and even TikTok. These platforms charge advertisers when users view the video ad (in part or full) or take a specific action like clicking on a call-to-action button.

Unlike static images or text ads, video ads offer a richer medium to convey your brand, showcase listings, and build trust with potential clients.

Why Real Estate and Video Go Hand-in-Hand

Real estate is a visual industry. People want to see what they’re potentially buying, not just read about it. Video allows you to:

• Showcase listings dynamically — Highlight property features, neighbourhood vibes, and staging in a more immersive way than photos can.
  
• Tell your brand story — Help viewers connect with you as a person or team, building trust.
  
• Educate — Share tips about buying, selling, or investing in real estate, positioning yourself as a market expert.

With video, you’re not just selling a home, you’re selling a lifestyle, a dream, and trust. That’s a powerful combo in PPC.

The Benefits of Video PPC in Real Estate

1. Higher Engagement

Video content tends to outperform static content in engagement metrics. According to Wyzowl, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. When your PPC ad is a video, you’ve got a much higher chance of stopping the scroll.

2. Increased Brand Recall

Viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text. That means your message about a hot new listing or your unique selling proposition as an agent is more likely to stick with them.

3. Improved Conversion Rates

Real estate video ads often lead to higher click-through and conversion rates. Video helps reduce friction by answering common buyer/seller questions upfront and giving a sense of familiarity that makes reaching out feel less intimidating.

4. Better SEO and Retargeting Opportunities

Platforms like YouTube and Google track how long users engage with your video content. Longer watch times = higher relevance = more favourable ad placements. Additionally, if someone watches your video but doesn’t convert immediately, you can retarget them with new offers, listings, or tours in the future.

The Drawbacks (and How to Minimise Them)

1. Higher Production Costs

Video creation can be more expensive than creating static ads. You may need professional filming, editing, voiceovers, etc. However, with today’s smartphones and affordable editing tools like Canva, CapCut, or InShot, high-quality video is more accessible than ever. You don’t need a studio-level production to make an impact — authenticity often wins.

2. Time-Intensive

A well-crafted video ad requires planning, scripting, filming, and editing. This can take time, but batching content (e.g., recording 3–5 videos in one day) and outsourcing editing can streamline your workflow.

3. Not Always Ideal for Cold Traffic

Video is powerful, but it shines brightest when nurturing warm leads. For cold traffic, shorter teaser videos or listing previews may work better to hook interest before retargeting with longer-form or more in-depth content.

Best Practices for Real Estate Video Ads

If you decide to invest in video PPC, here are some tips to maximise your return:

• Hook them in the first 5 seconds — Grab attention fast with a question, bold claim, or beautiful shot.
  
• Keep it short and focused — 15 to 30 seconds is ideal for most platforms. Get to the point.

• Use captions — Many users watch with sound off, especially on mobile.
  
• Have a clear call-to-action — Tell viewers what to do next: Schedule a tour? Click to view the listing. Sign up for a free market analysis?

Target smartly — Use geo-targeting, demographic filters, and behavioural signals to reach your ideal audience.

So, Are They Worth It?

Yes, when used strategically, video ads in real estate PPC are absolutely worth the investment. They humanize your brand, showcase your properties in a compelling way, and give you a serious edge in a saturated market.

The key is to start small, test different video styles and messaging, and optimize based on what your audience responds to. Track your cost-per-lead and cost-per-acquisition carefully. As your comfort and ROI grow, scale your efforts.

Final Thoughts

In a world where visuals dominate and authenticity wins, video PPC ads offer real estate professionals a chance to break through the noise and connect with clients on a deeper level. While the upfront time and cost may be slightly higher, the long-term brand equity and lead quality make it a smart play for those serious about growing their real estate business.