Ray White Aspley · Client case study
01 / THE STARTING POINT
The account served a network of ten offices, but its ad groups mixed multiple suburbs and services together. That made it harder to connect a particular search with a useful message and harder to see which parts of the account deserved the budget.
The starting cost per lead was $85. The task was not simply to produce more clicks. It was to make the existing advertising work harder by improving the relevance of the journey from search to enquiry.
02 / THE CHALLENGE
Property intent varies by service and place. When those differences are combined into broad ad groups, the same message can be shown to people with quite different needs. Irrelevant clicks consume budget before an office has a chance to speak to a suitable prospect.
03 / THE STRATEGY
We rebuilt the structure around focused search intent, then connected the ad copy and landing page to that intent. The organising principle was relevance: the page should continue the conversation started by the search and the ad.
Measurement had to support the restructure. Conversion tracking across the offices and search-term review created a clearer basis for continued decisions, instead of using click volume as a substitute for enquiry quality.
04 / WHAT WE DID
The restructure moved away from ad groups that bundled suburbs and services together. A more focused account made it easier to understand what each part was trying to achieve.
We sharpened the copy and aligned the landing pages. A visitor should see an immediately relevant next step after clicking, rather than having to find the promised service again.
Conversion tracking across the network and ongoing search-term filtering supported optimisation after the initial restructure.
05 / THE BUSINESS LOGIC
The recorded cost per lead moved from $85 to $25, a reduction of about 71%. That is an efficiency improvement: the same advertising budget can support more lead opportunities at the lower unit cost, provided the conditions hold.
The case also reports improved lead quality. That matters because a low-cost form fill is not valuable if it is the wrong enquiry. The result should be read as an acquisition improvement, not a claim that every lead became a listing or a sale.
06 / THE OUTCOME
The published project records lower cost per lead and improved lead quality across the ten-office network. The account structure, message, destination and measurement were brought into alignment.
Figures from Sun State Digital’s existing published case study. The approximate 71% reduction is calculated from $85 and $25. No listing revenue or sales uplift is attributed here.
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