Managed a Google Ads lead-generation
programme for a real estate client where the
initial Search strategy was producing limited
lead volume at a high acquisition cost.
Performance analysis identified inefficient CPCs
and budget utilisation, leading to a strategic
transition from Search to Performance Max.
Industry:
Real Estate
Platform:
Google Ads
Campaign Types:
Search |
Performance Max
Focus:
Lead Generation |
Paid Search |
Acquisition Efficiency
Role:
Digital Account Manager
Business Challenge
The initial Search campaign was spending
approximately
$6,500 per month
and generating only
22 leads,
resulting in an estimated
$295 CPL.
The objective was to increase lead volume while
reducing acquisition costs and improving the
efficiency of media investment.
Strategic Approach & Responsibilities
Conducted keyword research and search-intent
analysis.
Structured Search campaigns around relevant
real estate keywords.
Monitored spend, CPC, lead volume and CPL.
Analysed early performance to identify
inefficient budget allocation.
Identified high CPC as a key barrier to
acquisition efficiency.
Evaluated campaign structure and media-buying
opportunities.
Transitioned the strategy from Search to
Performance Max.
Expanded reach across Google’s advertising
ecosystem.
Optimised audience signals, creative assets,
bidding and budget allocation.
Continued monitoring lead generation and
acquisition cost after the strategic
transition.
Used campaign performance data to guide
ongoing optimisation.
Performance Before Optimisation
~$6,500
Monthly spend
22
Monthly leads
~$295
Estimated CPL
Performance After Strategic Change
~$2,800
Monthly spend
27
Monthly leads
~65%
CPL reduction
75%
CPC reduction
Business Impact
Generated
5 additional leads per month
despite significantly reducing spend.
Reduced monthly advertising investment by
approximately
$3,700
.
Reduced spend to
less than half
of the original monthly budget.
Reduced estimated acquisition cost by
approximately
65%
.
Reduced CPC by
75%
.
Improved the efficiency of the media-buying
model through performance-led campaign
restructuring.
Strategic Value
Rather than attempting to solve lead volume
through increased investment, the campaign
used performance data to reallocate budget,
restructure the media strategy and improve
acquisition efficiency.