The client is a Real Estate Investment Company focused on attracting potential investors for house-flipping projects in prime locations like Barcelona and Madrid. The company sought to scale its operations and attract more investors, but the initial campaigns were underperforming with a high cost per lead (CPL) of €110 and only 14 leads per month. With the goal of making the campaigns more cost-efficient and increasing the number of quality leads, the company needed a new strategy to enhance lead generation.
The primary challenge was the high CPL and the limited number of conversions from the existing campaigns. With only 14 leads per month, it became evident that a more efficient strategy was needed to target potential investors without driving up costs. The focus was on attracting investors for real estate projects in Barcelona and Madrid, but the campaigns needed a significant overhaul to optimize their performance.
We began by conducting an in-depth keyword analysis to create several targeted keyword sets for different ad groups. This allowed us to focus the campaigns on highly relevant search terms for potential real estate investors.
We implemented a comprehensive campaign structure that included video, search, and display ads, specifically tailored to the investment opportunities in Barcelona and Madrid. Ads were written with strong, action-oriented language, and ad extensions were added to increase visibility and drive higher engagement.
The target audience was analyzed to identify the most relevant segments, and these were specifically targeted for maximum impact. Daily campaign monitoring and bid management were employed to ensure that performance was optimized continuously.
We also regularly analyzed the budget allocation and adjusted it to favor high-performing segments, ensuring that every euro spent was being used efficiently. This involved excluding irrelevant keywords that could waste budget and adding new, high-potential keywords to increase traffic.
Another key strategy was to exclude keywords that had low CTR or were highly competitive, which would only lead to wasted ad spend. We also conducted a thorough analysis of search queries and excluded irrelevant terms to further minimize budget loss.
The ultimate goal was to increase conversions, defined as either potential clients filling out forms on the website or calling the company.
By optimizing the campaigns and adjusting the budget allocations, we were able to achieve 32 conversions, dramatically reducing the CPL to €41.90—down from €110. This substantial improvement in cost efficiency led to a significant increase in leads and a more sustainable advertising strategy.
