Introduction
A real estate developer specializing in residential properties in the Seattle region, aimed to establish its online presence, attract high-quality leads, and drive real estate sales. Starting from scratch, they implemented a comprehensive Google Ads campaign to reach their target audience and generate qualified leads for their website.
Objective
The primary objective to run Google Ads campaign was to generate high-quality leads for their real estate properties in Seattle, starting from a limited online presence.
Strategy
- Keyword Research and Optimization: Extensive keyword research was conducted to identify relevant keywords and search terms related to real estate in Seattle. The focus was on long-tail keywords that demonstrated strong intent from potential buyers. Ad groups and campaigns were organized based on specific property types, locations, and buyer preferences, allowing for highly targeted ads and improved ad relevancy.
- Ad Creation and Ad Extensions: Compelling and persuasive ad copies were created to highlight their unique selling points, such as luxurious amenities, prime locations, and attractive financing options. Ad extensions, including call extensions, sitelink extensions, and structured snippets, were utilized to provide additional information and improve the overall ad experience.
- Geo-Targeting: The campaign utilized precise geo-targeting to focus on the Seattle region and nearby areas. By narrowing the campaign's reach to the target location, they ensured that their ads were displayed to the most relevant audience, maximizing the chances of generating high-quality leads.
- Landing Page Optimization: Dedicated landing pages were created for each property type or project, optimized for conversions and capturing lead information. The landing pages provided detailed property descriptions, high-quality visuals, and clear calls-to-action (CTAs) to encourage visitors to submit their contact information or request more details.
- Conversion Tracking and Optimization: Conversion tracking was implemented to measure the performance of the campaign, including the number of leads generated and the cost per lead. This data was used to optimize bidding strategies, ad placements, and keyword targeting to improve the campaign's effectiveness and maximize return on investment (ROI).
Results
- Increased Online Visibility: They achieved a 60% increase in online visibility, with their ads appearing prominently in search results for relevant real estate keywords in Seattle.
- High-Quality Real Estate Leads: The Google Ads campaign generated a steady flow of high-quality leads, resulting in a significant increase in potential buyers interested in their properties. The leads were actively seeking real estate solutions, demonstrating strong intent and a higher likelihood of conversion.
- Reduced CPA: The optimized landing pages and persuasive ad copies led to improved conversions, with CPA reduced by 55%. This increased the percentage of leads submitting their contact information or requesting more details about the properties.
