//
Service — Websites
Ray White Aspley runs 10 offices across Brisbane. We manage their Google Ads, and took their cost per lead from $85 down to a consistent $25, with better lead quality alongside the lower cost, not instead of it.
Client
Ray White Aspley
Footprint
10 offices, Brisbane
Service
Google Ads management
Engagement
Ongoing, active account
$25
current cost per lead, down from $85 before we took over the account
Sun State Digital, live account data
71%
reduction in cost per lead, holding consistently rather than a one off dip
Sun State Digital, live account data
10
offices across Brisbane running on the same account structure and reporting
Ray White Aspley network
//
The Challenge
Running Google Ads for a single office is one problem. Running it for a 10 office network across Brisbane is a different one entirely. Broad ad groups covering too many suburbs and services at once were pulling in clicks that had no real chance of converting, and the account was paying for a lot of them.
Before we took over, Ray White Aspley was paying $85 for every lead the account generated. At that cost, scaling spend to grow faster simply wasn't viable. The account needed to get more efficient before it could get bigger.
Before Sun State Digital
$85
cost per lead, with no consistent structure for tracking which campaigns, ad groups, or search terms were actually driving results
//
Our Approach
Five specific changes, not a generic account rebuild.
Nothing exotic. Just the fundamentals, applied properly and maintained consistently across every office in the network.
01
Single Keyword Ad Groups
Each ad group built around one keyword instead of a broad cluster, so ad copy and bidding could be tuned precisely to what someone was actually searching for.
02
Sharper Ad Copy
Ads rewritten to match search intent exactly, cutting down on curious clicks from people who were never going to become a genuine lead.
03
Landing Page Updates
Landing pages updated to match what each ad actually promised, so the click and the page experience stayed consistent instead of losing people at the door.
04
Careful Conversion Tracking
Every conversion tracked properly across all 10 offices, so decisions were based on what was actually happening in the account, not a guess.
05
Search Term Filtering
Irrelevant search terms identified and filtered out on an ongoing basis, so spend stopped leaking into clicks that were never going to convert.
06
Applied Across The Whole Network
The same structure and discipline maintained consistently across all 10 offices, not just the highest performing ones.
//
The Results
The cost dropped because the account got more precise, not because it got cheaper and worse. Lead quality improved alongside the price.
Cost per lead, held consistently rather than as a short term dip. Achieved through structural changes to the account, not just a reduced budget.
This space is reserved for a direct quote from Ray White Aspley once approved for use. Reach out to them for a line on how the lower cost per lead and better lead quality has actually changed things day to day.
Ray White Aspley
//
What's Next
Expanding The Network
Ray White Aspley is looking to open additional offices across Brisbane over the next 12 months. A more efficient account gives them room to fund that growth from the same budget.
Scaling What Already Works
With cost per lead down and quality up, the next stage is testing how far spend can scale before efficiency starts to slip, office by office.
//
Ready When You Are
Thirty minutes, no obligation. We'll look at your current account and show you exactly where the cost per lead is leaking.
