Google Ads Campaign Performance
The Challenge:
STW faced the challenge of reaching and converting a niche audience: first-time homebuyers. The objective was to optimise ad spend while precisely targeting potential leads most likely to convert into valuable customers. STW required an SEM campaign that not only attracted clicks but also ensured these clicks translated into meaningful engagements and high-quality leads
The Solution:
DMKT Performance developed a comprehensive and data-driven SEM strategy to address STW’s needs:
Landing Page Optimization: We rigorously tested various landing page designs to identify the highest-converting layout, ensuring that every touchpoint aligned with the user’s journey and intent.
Audience Segmentation: Leveraging Google Audiences, we segmented the target market into precise groups based on age, behaviour, and search intent. This allowed us to deliver highly relevant ads to the most responsive segments.
Iterative Testing and Optimization: Our approach involved ongoing testing and refinement of ad creatives, messaging, and assets like sitelinks and callouts to maximize ad relevance and visibility, ensuring we captured the attention of potential homebuyers at the right moment.
The Results:
High-Quality Lead Generation: The campaign delivered a consistent stream of premium leads, specifically first-time homebuyers, validating the precision and relevance of our targeting strategy.
Conversion Rate Excellence: We achieved a robust 3% conversion rate, which is notable for the competitive homebuyer market. This result underscores the effectiveness of our tailored landing pages and audience segmentation approach.
CPA Optimization: The campaign maintained a competitive CPA of $132 per lead, showcasing efficient budget management and high campaign profitability. This was achieved through continuous monitoring and adjustments to maximise returns at every step of the buyer journey.
