Niche: real estate, sale of apartments in new buildings
Tools: contextual advertising + web analytics
Point A - Initial situation
When the client contacted us, the following difficulties arose:
- unstable lead flow in a highly competitive real estate niche;
- significant increase in cost per click and lack of a clear budget allocation strategy;
- advertising campaigns were not segmented by audience, warm-up stages, or benefit blocks;
- Analytics did not allow for accurate tracking of actual conversions, which made optimization difficult.
Point B - What we did
We've created a complete lead generation system with a focus on qualified traffic:
- developed a new Google Ads structure for different real estate formats, queries, and demand levels;
- implemented event tracking: calls, requests, transitions to messengers;
- cleared the semantics, excluded expensive non-targeted queries;
- launched A/B tests of ads, warm-up links, and various unique selling propositions;
- optimized the advertising budget by distributing it among effective campaigns;
- We stepped up our retargeting efforts, which significantly increased lead conversion.
As a result, we were able to obtain high volumes of high-quality traffic at a low cost per application.
Working period
1 year
Advertising budget
- Total budget: 21,000 $
- Account expenses: 17.5 thousand $
- Average monthly budget: ≈ 1,450 $/month
Results
- Cost per lead: 3.5 $
- Clicks: 39.5 thousand.
- Views: 1.34 million
- Average cost per click: 0.44 $
With a CPL of 3.5 $ the client received approximately
6,000+ leads per year, which is an excellent indicator for real estate.
The high volume of applications allowed the client to consistently close sales and flexibly plan advertising loads.
