Real Estate Google Ads Case Study
Our customer for this Google Ads case study is a well-known real estate firm in New York, United States. They are dedicated to building aspirations and offering spaces that are of the greatest quality and value to everyone. Their major concentration is on commercial buildings, which include the office, industrial, and retail sectors.
Before contacting us, the client was a well-known realtor in the area, but they needed a scalable lead generation process to help fill their sales funnel and support their team in selling properties. After investing a significant amount of money with little return on Google Ads for their website, the client decided to hire a Google Certified Specialist to assist them with their real estate lead generation requirements.
Challenges and Objectives
New York is a metropolitan area and the most populous city in the United States. As a result, competition is fierce for realtors in the city. There are already real estate businesses that have a major hold on the market.
The idea of competing with and beating such large realtors in the offline or even online market was intimidating for the company. As a result, the first challenge was to increase the business’s exposure within the mentioned location and strengthen the brand’s image.
OMR and the client decided on a few objectives to start with, including:
- Capture the attention of potential buyers through strategic Google Ads so they could stand out from their competitors.
- Boost lead generation while lowering cost per lead (CPL).
- Increase contact form submissions and property inquiry submissions over the course of a year.
Solutions and Execution
OMR analyzed the client’s existing PPC advertising account. We discovered that the client was paying for a good amount of traffic that was either low intent or, in some cases, irrelevant to the client’s offering. This was effectively a waste of the client’s marketing budget.
To accomplish the client’s objectives, we created a multi-targeted strategy that would attract the attention of potential customers at various phases of the purchasing process. This would guarantee that the client held a powerful position in the consumer’s mind, giving it an advantage over its competitors.
We used three main strategies to accomplish this:
- We ran ad campaigns in three areas—Connecticut, New York, and New Jersey—to capture a wide audience.
- Used Google Search and Smart Ad campaigns with longtail keywords to target a specific type of audience and market.
- We designed effective ad copy by utilizing all Google Search Ads tools, such as audience selection, extensions, and so on. Additionally, we continued to analyze outcomes in order to increase lead quality through negative keywords and copy adjustments.
Results
With strategic planning and a fixed budget, we provided 1000+ high-quality leads for the project in about two years. While doing so, we continued to reduce the cost per conversion.
- The website received 1,272 conversions with an average of 50+ quality leads per month.
- The click-through rate increased to 7.2% with 79,200 clicks and 1.1 million impressions.
- With 1.1 million impressions, the client built a significant amount of brand recognition as well.