Turning Around Lead Generation for a Real Estate Company in San Francisco 

Background:

Client: A real estate company based in San Francisco, CA, specializing in high-value property deals. Despite the booming real estate market, the company was struggling to generate new deals and had suffered losses due to ineffective marketing strategies.

Role: As a Pay Per Click (PPC) Specialist, my role was to revamp the client’s digital marketing efforts by creating targeted ad campaigns that would generate high-quality leads and drive sales.

Problem:

The client had previously worked with a marketing agency that failed to deliver the desired results. Their ad campaigns were broad and unfocused, leading to wasted spend and minimal returns. The company was in a challenging position, having spent significant amounts on marketing without seeing any tangible benefits. They needed a more precise and effective approach to recover their losses and close new deals.

Solution:

Client Consultation & Persona Development: I began by conducting a detailed consultation with the client, asking specific questions to understand their business objectives, target market, and previous marketing efforts. This allowed me to develop a precise buyer persona, which became the foundation of our new marketing strategy.

Target Segment Selection in Google Ads: To reach the most relevant audience, I utilized Google Ads’ in-market audiences and custom intent audiences. Given the client’s focus on high-value properties, I chose to target in-market segments such as “Residential Properties,” “Luxury Real Estate,” and “Property Investment.” These segments consist of individuals actively researching and considering property purchases, making them highly relevant for the client’s offerings.

Targeted Ad Copy & Creative Development: Based on the buyer persona and selected segments, I created highly targeted ad copy that spoke directly to the specific group of individuals most likely to be interested in the client’s properties. The messaging was crafted to highlight the unique selling points of the properties, such as location, luxury features, and investment potential.

Persona-Aligned Campaign Structure: I structured the campaigns to align with the developed persona and targeted segments, ensuring that each ad group focused on a particular demographic or interest segment. This approach allowed us to maximize the relevance of our ads and attract more qualified leads.

Optimization & Continuous Monitoring: Throughout the campaign, I closely monitored performance metrics, adjusting bids, keywords, and targeting as needed to ensure the ads were reaching the right audience and converting effectively.

Results:

Qualified Lead Generation: The newly structured and targeted campaigns resulted in 37 qualified leads within the first month, a significant improvement over the client’s previous efforts.

Increased Sales: Out of the 37 qualified leads, the client successfully closed 7 property deals within the same month, representing a substantial revenue gain.

Recovery of Previous Losses: The sales generated through the campaign allowed the client to recover all their previous marketing losses, putting them back on a path to profitability.

Improved ROI: The precise targeting and persona-driven approach led to a high return on investment, as the marketing spend was now directly contributing to closed deals and revenue growth.

Actual Account

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