Maximising Performance Max to decrease CPL by 25% in two weeks for JG King

Find out how we used Google Performance Max to deliver HUGELY increased impression growth and a higher percentage of financially qualified leads for Victoria's largest builder of steel-frame homes, JG King.

PMax to the max

Looking to maximise their digital footprint, renowned Melbourne-based homebuilders JG King enlisted Social Garden's help to implement Performance Max to increase lead volume and impressions. The crucial element was to ensure that JG King were attracting the right audience: those financially ready to embark on their home-building journey. Our job? Supercharge JG King’s reach across Google's vast universe of partner sites and channels. From the engaging visuals of YouTube to the personalised portals of Gmail and the dynamic Discover feed, we crafted a comprehensive strategy that not only broadened their visibility but ensured the leads pouring in were as solid as JG King's own building legacy.

Services

Team Members

Ginny Barro | Senior Account Manager

Kaan Gude | Head of Advertising

Gemma Lawrence | Senior Copywriter

Ryan Benniston | Senior Designer

A search-first focus

For this Performance Max campaign, we merged the best of JG King's existing assets with fresh copy and innovative design elements. This ensured a harmonious blend of assets to resonate across all Google partner channels and other campaigns running for JG King. We also recognised the need for a dedicated space for our campaign, so we built a standalone landing page. This provided us with the flexibility to focus on Conversion Rate Optimisation (CRO) exclusively for this campaign, without the distractions of other channels like search and social. Think of it as designing a custom JG King home, ensuring every element perfectly matches the resident's needs.

"Our Performance Max campaigns have been very successful for JG King. After making additional optimisations at an audience level, we have seen a big spike in the Google algorithm's ability to find more high-quality prospects. The diverse placements offered within this campaign type also makes it a lot easier to manage budget allocations and outcomes, which allows us to focus our time on strategic optimisations, instead."

— Kaan Güde, Head of Advertising

Optimising with additional audience signals

We hit the ground running with our initial audience signals, where we leveraged retargeting audiences, search term data, and Google's own in-market audiences that are tailored to homebuilders. But like any good craftsman, we knew there was room for refinement. By injecting additional audience signals post-launch, we ignited a surge in campaign activity. This strategic tweak didn't just boost our reach and traffic but also skyrocketed the volume and quality of leads in just weeks.

Results to write home about

In the initial 2-week period of the Performance Max campaign, we achieved...

3,300,000 ad impressions

Over 200 leads

25% lower CPL

Compared to initial campaign launch

Since then, PMax has absolutely proven its value to the broader JG King campaign. In FY23, Performance Max delivered the highest percentage of financially qualified leads of all channels, as well as the highest percentage of leads with a timeframe to purchase of under 6 months of all channels. Overall, PMax is delivering massive traffic and impression growth which is fantastic for growing the JG King brand and continually expanding our reach.

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