Case Study: How We Slashed Real Estate CPA by 64.4%

Antonella Saravia

3 weeks ago

Success in real estate is rooted in connecting a potential buyer to a property at the right time. 

Brokers using pay-per-click advertising services can place ads on search engines and leverage features to reach their target audience. It is a cost-effective way to generate leads and capture people who are actively searching for the products that they have to offer.

Establishing Goals

A lifelong resident of quintessential Hamptons and power broker, Tim Davis has been selling the finest properties on the East End for over 40 years. Interested in maintaining his reign as a top broker of the most sought-after homes in the area, he requested support from our management team.

He wanted to maintain a high impression share in its PPC ads and a low cost per click overall. Brief notes on what this means:

  • Ad Impressions represent the number of times visitors view a digital ad.
  • Cost-per-click (CPC) determines how much advertisers pay for ads based on the number of clicks the ad receives. 

After addressing objectives with our clients, it is essential to define a budget and decide on the maximum CPC to frame the campaign. 

The primary goal for this PPC partnership was to keep the average CPC below $2. Other goals included:

  • Avg. CPM (Impressions) of less than $20 on the YouTube campaign
  • Avg. CPC ranges from $0.21 to $1 on the Display campaign

Our Approach

To continue growing Tim’s network, we aimed to spread our efforts:

Campaign segmentation is based on the business’s services: This segmentation strategy helps highlight a specific service at a time.

Bottom-funnel keyword targeting to increase conversion rate:

The farther down the funnel you are, the closer you are to converting. Focusing on keywords in this stage will result in a higher intent to purchase a product or service.

Adjusted bidding strategy to maximize conversions with target CPA: 

Advertisers can tweak their bidding strategy and adjust their willingness to pay for a placement or click.

Audience segmentation within campaign targeting:

This marketing strategy allows advertisers to deliver tailored messages to specific audiences. Audiences can be created based on age, gender, location, behavior, income, or any mix of available traits, making it easier to speak to them. 

Created a competitor’s campaign to capitalize on competitive keywords:

Identify keywords your competitors rank for and add them to your keyword list.

The Outcome

Our team refocused the campaigns and got more relevant clicks. We also boosted the account’s overall conversion count and saw a decreased cost per conversion. 

Screenshot illustrating the successful results of a PPC campaign for a real estate client, with highlighted metrics showcasing increased engagement and conversions.

In a period of 8 months, we’ve seen these results:

Google Ads - Case Study

Strategies for Real Estate PPC Campaigns

Location Settings

Real estate is a local business that can help immensely target users in a specific location.

Landing Pages

Once targeted users click on an ad, they are directed to landing pages. A positive experience is essential as it might be a user's first experience with your brand. 

Sitelink Extensions

These features give users a closer look at your website from your Google Ads ad. They appear at the top and bottom of Google search results. 

Google Ads ad - Search

The Outcome

The tangible successes of PPC campaigns have redefined Tim's real estate ventures, allowing him to continue his business reign in the prestigious and idyllic Hamptons area. 

This case study highlights the growth and outcomes of these tailored solutions and allows us to share the many different features that your business can leverage in your favor. 

Ready to make more connections? Learn more about how customized solutions can make a definitive impact in your industry. Explore our services and begin your own story of success.