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How we generated 334 leads for an estate agent using Google ads (for just £17 per lead)

​But don’t just take our word for it.   

Google Ads Example

​If you’re buying a house, it’s all about location, location, location – if you’re selling them the three Ls are a little different.

Leads, leads, leads are the foundation of every estate and letting agency business. The more leads, or potential customers, you have in the pipeline, the greater the number of sales and the higher the profits.

So, how did we generate so many leads for just £17 per head?

​By using highly relevant keywords and a dedicated landing page for each main service offered by the agent.

​That’s it!

We also made sure everything, from the keywords to the advertising copy drove potential customers to that all-important landing page.

But, let us explain how our method could work for you, in five simple steps:

Step 1: We started by researching the keywords our client’s ‘warm prospects’ – or people who’ve shown a little interest - could be using.

We call these our ‘research intent keywords’. They are used when someone has started to dig around a subject and wants to learn more about a company, product or service. 

Research intent keywords will probably be used in a ‘how-to’ type of search – ‘How do I make my home attractive to buyers’, for example.

Armed with those keywords, we:

  • ​Created several blog articles answering the specific questions
  • ​Optimised them for the selected keywords
  • ​Placed a remarketing* cookie on those pages

*​a remarketing cookie allows us to ‘follow’ any visitors to our blog pages around the web through banner advertising, like this:

Foxtons-Google-Ad-Example

​Doing this ensured that:

  • ​The blog articles ranked organically for *long tail, Q&A type phrases, attracting warm prospects. (*A long-tail keyword is a keyword phrase that contains at least three words)
  • ​When users read the blog, but then left the site without further action, we could remarket to them, (showing them banner adverts on other sites) gently guiding them along the Customer Value Journey.

We also made sure everything, from the keywords to the advertising copy drove potential customers to that all-important landing page.

But, let us explain how our method could work for you, in five simple steps:

Step 1: We started by researching the keywords our client’s ‘warm prospects’ – or people who’ve shown a little interest - could be using.

We call these our ‘research intent keywords’. They are used when someone has started to dig around a subject and wants to learn more about a company, product or service.

Research intent keywords will probably be used in a ‘how-to’ type of search – ‘How do I make my home attractive to buyers’, for example.

how_do_i_keywords

Step 2: The next step was to identify keywords with ‘high intent’ behind them.

High intent keywords include specific search terms, such as “estate agent Belgravia”, “property management service” or “property valuation”. 

If someone is searching with high intent, they are looking for a solution or help with a specific problem. For example, someone intending to sell their home will need a valuation from an agent before putting their property on the market. So, a high intent search in this instance will result in a valuation booking via the agent’s website.

ad-to-landing-page

We selected our high intent keywords based on the type of service our client can provide. Their job was to direct the prospect to the logical next step to help them with their problem.

We started with a long list of high intent keywords. Over a few weeks, we collected data to find the keywords generating the most leads for the least investment.

We then paused some keywords to concentrate our budget on those which performed the best.

Step 3: Once we found the optimum keywords for the high intent prospects, we moved to creating the landing pages for each high intent group of phrases.

Each landing page focused on the benefit of our client’s services and, more importantly, on the AFTER. In other words, how would the prospect’s situation change after using the services.

​Want to learn what people REALLY want when they buy from you? Access our Customer Value Journey Execution Plan.

​TIP: The key to creating a high-converting landing page, is to create ads that give a taste of what the prospect will find on the landing page (we write a minimum of three ad variations to begin with).

​There should be a direct correlation between all of the ads and the landing page they lead to.

For example, if you write ad copy enticing someone to book a property valuation, the landing page should expand on this by listing the benefits of choosing you or using your service (tip: focus on them and their pain points) and providing clear instructions for making the booking.

Make sure that your potential customers can easily find what they are looking for on the page, whether that’s a property to buy or just your telephone number.

Step 4: To increase our conversions, we designed remarketing banners for each landing page. These were intended to ‘chase’ every visitor who had not taken action, whether filling in a form or making a call. (It’s very important you have both form and phone tracking in place).

Our remarketing campaigns run on both, Facebook and the Google Display Network (GDN).

Step 5: Once our landing pages and remarketing banners were completed, we put everything together.

We setup the ads in Google AdWords, linked them to our landing pages, activated our tracking codes, setup the remarketing ads in Google and Facebook and launched the campaign.

​The result?

  • ​50 valuation requests via a form submission
  • ​142 phone calls and
  • ​70 general form enquiries (this includes enquiries from vendors, buyers, tenants and landlords).

​All as a direct result from our AdWords campaign. But that’s not all…

Our Google ads campaign also produced 72 assisted conversions (valuations and viewings combined). 

Assisted conversions are Google's measure of any interaction, other than the final click, that leads to a consumer converting on a website. Measuring a channel's impact using assisted conversions allows site owners to understand the true value of a multi-channel approach to delivering conversions.

In other words, during our campaign, 82 additional leads saw and clicked on our Google Ads, which assisted the conversions later down the line.

Assisted conversions are especially common when running social media campaigns, PR, email marketing and SEO.

​Got a question?

​Want to discuss how we can help you grow your business?


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