Case Study

Transforming Real Estate Event with Google Ads

Client Overview:

The client, a real estate developer promoting The X Residences in Miami, was struggling to generate leads for an upcoming event. Previously, they had relied on a Google Search campaign but failed to get any meaningful engagement or conversions.

Challenges:

  • The client’s event required sign-ups from potential buyers, but search volume for real estate events was low.
  • The previous search campaign yielded no results, leading to wasted ad spend.
  • The client needed a cost-effective lead generation strategy with measurable outcomes.

Strategy Implementation:
After analyzing the previous campaign’s failure, I implemented a Performance Max (PMax) campaign tailored for lead generation. The approach included:

  • Audience Signals: Leveraging in-market and custom intent audiences interested in luxury real estate and high-net-worth investment opportunities.
  • Creative Optimization: Using high-quality images and video assets to showcase the exclusivity of The Faena Residences.
  • Geotargeting: Focused primarily on Miami and high-value markets where luxury property buyers reside.
  • Conversion Tracking: Set up optimized lead forms to capture event registrations directly through ads.

Results & Metrics:

  • CPC: Reduced to $0.10, significantly improving cost efficiency.
  • Leads Generated: Over 250+ sign-ups for the event.
  • Cost-Per-Lead (CPL): Achieved an exceptionally low CPL compared to industry benchmarks.
  • Engagement: Increased ad visibility across multiple placements, including Search, Display, YouTube, and Gmail.

Key Takeaways:

  • PMax campaigns outperform traditional search ads when targeting niche event-based conversions.
  • Audience segmentation and creative variation play a crucial role in driving engagement.
  • A full-funnel approach, including video, search, and display, ensures broader reach and improved lead acquisition.

This strategic shift not only maximized ad spend efficiency but also positioned the client for successful event turnout and further brand awareness in the luxury real estate sector.