Driving Premium Real Estate Leads through Precision Google Ads Optimization
The Challenge
Despite being a powerhouse in the real estate sector, Belle Property’s digital campaigns were suffering from “account neglect” under a previous agency. Their Google Ads and Facebook campaigns were underperforming due to:
Low Quality Leads: High volume but low intent, often resulting in “search partner” traffic that didn’t convert.
Poor Optimization Scores: Campaign health was hovering in the mid-50% range.
High Cost-Per-Acquisition: The budget was being spread thin across non-performing keywords and geographies.
The Strategy: “Tearing Down to the Studs”
Marketing LTB implemented a comprehensive overhaul of the account, focusing on high-intent search behavior and technical optimization.
1. Google Ads Overhaul
Optimization Score Boost: We improved the account’s technical health from the mid-50s to over 90% within the first few weeks by resolving bidding conflicts and refining ad extensions.
High-Intent Keyword Focus: We pivoted away from broad real estate terms to focus on “Buy” and “Sell” intent keywords (e.g., “flats for sale in [Location]”) while aggressively excluding low-intent “rent” searches to protect the sales budget.
Search Partner Deactivation: By turning off the “Search Partners” network, we eliminated unqualified traffic, ensuring budget was only spent on high-intent Google Search users.
2. Performance Creative & Extensions
Promotion Extensions: Highlighted “rent specials” and “exclusive viewings” to drive higher click-through rates.
Visual Retargeting: Implemented a 60-day omnichannel retargeting strategy using Google Display and Facebook. We used 3D tour assets to allow prospects to “walk through” luxury apartments virtually.
3. Landing Page Optimization
Developed custom, keyword-optimized landing pages that reduced friction. These pages were built to lower the Cost-Per-Click (CPC) by increasing quality scores and maximizing form-fill conversion rates.
The Results
The intervention by Marketing LTB delivered immediate and scalable growth for Belle Property:
77% Reduction in Cost-Per-Lead (CPL): Dropped from an average of $131.54 to just **$30.38**.
136% Increase in CTR: A massive lift in click-through rates across all paid placements.
11% Retargeting CTR: Our Facebook and Display retargeting campaigns performed 1,011% above the industry average.
Scale: Gained nearly 1 million impressions and over 55,000 clicks within the first 3.5 months of the new strategy.
The Client Perspective
“From the start, working with Marketing LTB felt very collaborative. They took the time to understand what we were actually trying to achieve and turned that into a Google Ads strategy that brought in real, meaningful enquiries.”