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.


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.

Like what you see?

Get in touch & let's make it happen

Marque Lead Tech

Beachwood Lead Convert

How we converted 47.95% of connected leads using real-time appointment setting for Beachwood Homes

Frasers Social Media Management Case Study

Leveraging the Frasers Property parent brand across consumer-facing projects to deliver value in a cold market

Kirra HQ Case Study

Sherridon Homes Case Study

Urban SEO Case Study | Social Garden

Jinding Case Study | Social Garden

Read more about our successful Salesforce implementation for Children’s Ground and our tips for implementing a CRM solution.

La Quinta Parnell Case Study

Learn how Social Garden generated leads at a 77% profiling rate for innovative new hotel unit investments at La Quinta Parnell by Wyndham.

Home Builder Marketing Automation

How Social Garden delivered 4 sales in the first 2 months for an award winning home builder

Adenbrook Homes – Progressive Profiling Nurture

How we used progressive profiling as a lead nurturing process to unlock $20 million in sales opportunities for home builder Adenbrook Homes.

Frasers Property The Grove Case Study | Social Garden

Learn how Social Garden reduced the cost per sale to increase ROI for Frasers Property’s The Grove in Tarneit.

How we contributed 18% of sales for Nine Wilson Ave

We worked in partnership with Neometro to acquire a pipeline of sales-ready leads and support the successful launch of Nine Wilson Ave, a new collection of apartments in the heart of Brunswick.


Fortnightly digital marketing tips and insights