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Boardwalk Property Halves Its Cost per Enquiry with a Campaign Restructure
A complete Google Ads restructure for a UK estate agent that cut the cost per enquiry by almost 50% in four months.
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A complete Google Ads restructure for a UK estate agent that cut the cost per enquiry by almost 50% in four months.
Boardwalk Property is a leading estate agent in South West England, helping homeowners sell and let their properties.
They had an existing campaign targeting local residents who were looking to get their home valued and on the market.
The campaign was producing enquiries, but the cost per lead had crept up, and the existing structure made it difficult to control where the budget actually went.
Our objective was simple: lower the cost per lead from the Google Ads campaign without losing enquiry volume.
We carried out a complete campaign restructure, which allowed for better budget control and campaign expansion, the same issues we see in most Google Ads account reviews.
We implemented a new ad schedule and device bid modifiers, along with automated bidding to let performance data set the bids.
The numbers
In the first month the restructure lowered the cost per enquiry by 30%.
By month four the cost per enquiry was down by almost 50%, effectively doubling what the same budget delivered.
If your campaign works but costs more every quarter, a restructure can win the efficiency back.
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