Paid Media: Homing in on Channels
How selecting the best paid search channels for b2c based on audience alignment brought this property development client more leads, higher conversion rates and lower costs per lead
Texas developer specializing in land for custom home building, plus a development of pre-built homes
The client had managed their own paid search accounts, but found the results weren’t worth the time, money, or effort
Rebuilt paid search accounts for maximum effectiveness and efficiency
Like many companies, our client was using Bing in addition to Google, but concentrating most of their spend on Google. However, because we understood our client’s business, customers, and goals, we realized that Bing had a much higher proportion of the company’s target market than Google. We shifted our strategic focus to Bing, adjusted spend accordingly, and saw these results in just one year.
We didn’t just run the same ads in a different channel; we developed customized messaging for Bing users, resulting in a higher conversion rate and lower cost per lead than Google
While we focused on Bing, Google’s lead volume kept steady. As a result, total lead volume grew by 23% in 2 quarters