- 24%Reduction in cost per sale
- 51%Growth in lead to sale rate year-on-year
Increasing lead to sale rate by 51% for JG King Homes
How do you maintain high quality lead generation while keeping costs down in a changing market? JG King Homes faced that exact challenge – and we had the answer!
For us, bringing Performance Max into the mix proved to be the winning move, helping to improve their lead to sale rate by 51% year on year.
Keep reading to find out how we did it.
Challenges: Balancing lead volume and costs
In FY24, we faced the challenge of scaling lead volume without compromising the cost per lead and lead quality. Our keyword strategy, though effective, was constrained by search volume limitations, making it difficult to meet lead targets within our cost-per-lead parameters. To overcome this, we explored additional campaign types that could deliver added leads at the same cost.
Solution: Making the most of Performance Max
Utilising a multi-channel approach
To solve this, we introduced Google’s Performance Max.
Performance Max pulls together all of Google’s properties into a single campaign. This allowed us to optimise across multiple channels in real-time, growing our reach and making sure every dollar was spent where it would have the most impact.
We didn’t just want to keep the lead volume steady; we wanted to make sure the leads generated were high-intent and ready to convert. By adding Performance Max to JG King Homes’ campaign strategy, we were able to fine-tune the on the fly, tweaking targeting and creative elements to get the best results.
Why Performance Max?
The automation features in Performance Max allowed you to quickly adapt to changes in the market, ensuring that lead quality stays high even when the volume fluctuates. This paid off!
Even though we saw a drop in lead volume from the previous year, we maintained the same number of product sales as FY23. Plus, we reduced the cost per sale by 24%. Ultimately, Performance Max proved a great fit for driving high-quality leads without breaking the bank.
“This campaign highlights just how effective utilising Google’s advertising suite is when it comes to generating high quality leads at scale. It’s crucial to have expertise in these tools, so that we keep delivering exceptional results in the face of market challenges.”
-Kaan Gude, Head of Advertising
Results:
Our partnership with JG King Homes is a testament to our innovative strategies and dedicated execution that drove remarkable growth.
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What do we cover? Lead management fundamentals – stages & scoring Defining your audience using smart lists Multi channel nurturing Creating, managing & personalising content Operational best practices CRM Sync – data sharing & sales enablement with lead scoring and sales insights Reporting & attribution through performance insights Next step? Book a meeting with Glenn […]
