Generating quality leads with Google Ads for Savills

Driving immediate enquiries for residential property client

Activity period: August 2020

Challenge

There was an immediate requirement to drive quality enquiries through Savills’ individual building websites, at the best possible cost per acquisition. To combat the client’s lack of existing advertising and fierce competition from Rightmove, we created a strategy that would harness a spectrum of PPC platforms, including Google Search, Display and social advertising.

42%

decrease in cost per lead after a month

107

expected number of leads

Our approach

We worked with Savills’ web developer to set up Google Tag Manager, Google Analytics, Google Ads tracking and all the goals to be able to accurately report on form fills, telephone calls and email link clicks. After learning about the individual building audiences, we built out campaigns in Google Ads with individual budgets for the highest chance of success. From there, we optimised quickly to drive down the cost per acquisition and increase the number of leads, keeping Savills informed every step of the way.

Results

Our aim was to drive leads at a max cost of £180 per lead. Just two weeks in, our average cost per lead was £109. After the first month, our cost per lead was down even further, at an average of £59. On top of all that, we also saw an increase of 57% in leads converting to show-arounds, proving the quality of leads coming through.

326

number of leads delivered

Testimonials

“

Launch Online is a trusted partner. They provide specialist digital advisory support but also have the capability to execute the strategies that we develop with them, and to deliver measured and cost-effective results. They talk the talk, and walk the walk.

NIGEL BOSWORTH – DIRECTOR, RESIDENTIAL DEVELOPMENT – SAVILLS

”