For many years, the heart of PPC was cherry-picking a few high-intent keywords, running ads, and waiting for the floodgates of leads to open. Today, that simply doesn’t work. Google’s push toward automation takes a more sophisticated approach – particularly in a crowded, competitive space like real estate.
Effective PPC now means carefully managing audiences, improving user experience, and aligning marketing with the real needs and aspirations of targeted personas.
As a result, the intelligent use of quality, first-party data is more important than ever. How you use high-intent audience signals and suppress low-quality leads to reduce costs/improve ROAS will make or break your campaigns.
Working with Synergy, we built a strategy around three key pillars: achieving digital excellence in data management/conversion tracking, elevating lead quality, and increasing leads while reducing costs.
Achieving digital excellence
We reviewed Google Tag Manager, Google Analytics, and Google Ads to ensure:
Of course, some of the most motivated sellers might not engage through the website at all, instead picking up the phone and making a call. With this in mind, we implemented call tracking to ensure close to 100%conversion tracking accuracy.
Elevating lead quality
We began by automating the data flow between REIBlackBook, the client’s CRM and advertising platforms, feeding lead quality data back to Google and Microsoft Ads. This allowed us to recognise the most valuable leads and simultaneously weed out the low-quality ones.
We also determined meaningful milestones to track –not just on the website, but throughout the whole customer journey. These included appointment set, offer made and deal closed.
With these milestones identified, we:
Crucially, this process also began to influence theGoogle algorithm, helping it understand who the most qualified leads were. This would underpin the constantly improving quality of our campaigns.
Scaling up responsibly
Increasing leads is easy. The real art is increasing relevant, impactful leads that generate sales and revenue. All while reducing cost per lead and improving ROAS.
Through search term analysis, we could track queries that resulted in scheduled appointments, cash offers and sales. At the same time, we could quickly identify queries that produced cheap leads but no real results. For example, people who searched ‘how much is my house worth’ or ‘house value estimator’ delivered very little revenue. With this knowledge, we could exclude those terms and re-allocate the budget where it really mattered.
We used distinctive ad copy messaging to spot light the most high-converting USPs and calls to action. This was supported by new landing pages, developed by us, with an improved user experience, engagement and conversion rates.
Finally, used Synergy’s first-party data to create similar audiences, modelled after the behaviour of motivated sellers, broadening the campaign reach and, ultimately, our results, with discovery and display ads.
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Synergy Buys Houses is a family-owned real estate investment company based in Jacksonville, Florida.
Before working with Kwery, its paid search campaigns contributed little to the business's success. On average, they generated one sale per quarter – far short of the business’s targets. The team approached us to transform its PPC with our strategic, data-driven approach.
Fast-forward to the present day and the picture’s very different. Leads from paid ads on Google and Bing increased eightfold. The number of flipped houses grew by a staggering 1,100%. And with a predictable stream of highly motivated sellers delivered via our campaigns, Synergy is now closing three to four extra deals every month.
Our results led to Synergy Buys Houses entrusting us with 90% of its advertising budget. Here’s how we did it.
For many years, the heart of PPC was cherry-picking a few high-intent keywords, running ads, and waiting for the floodgates of leads to open. Today, that simply doesn’t work. Google’s push toward automation takes a more sophisticated approach – particularly in a crowded, competitive space like real estate.
Effective PPC now means carefully managing audiences, improving user experience, and aligning marketing with the real needs and aspirations of targeted personas.
As a result, the intelligent use of quality, first-party data is more important than ever. How you use high-intent audience signals and suppress low-quality leads to reduce costs/improve ROAS will make or break your campaigns.
I’ve been working with Kwery for two years and I’ve seen a significant increase in consistent closings each month. The team is always accessible and, when it comes to understanding how Google works to increase results, Kwery has more knowledge than any company I’ve worked with in the past. No need to work with companies that make promises they cannot deliver. For service, results and marketing ROI, working with Kwery is a no brainer.
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