Flyhomes is a real estate company that aims to revolutionize the buying and selling experience by offering a simplified, all-inclusive service. Flyhomes wanted to increase the total number of activated leads across all markets while decreasing the cost per activation within their Google Ads campaigns.
Intrepid Digital partnered with the Flyhomes team to revamp their paid media program, which was using an outdated campaign structure. Search intent & geographic area were not sufficiently specified, several duplicated efforts were noted in their lead-gen campaigns, and the majority of their existing keywords had a low-quality or Null score.
After analyzing the existing campaign structure, we determined it would be ideal to break each market into two major campaigns: one targeting core keywords for buyers and sellers, and another geo-targeted campaign designed to capture hyper-local searches by city and region.
As we worked behind the scenes to build new campaigns and ad groups, Flyhomes worked with their legal team to refresh ad copy, supporting the keywords that Intrepid would use in the new campaigns.
We restructured the conversions our campaigns were optimizing for, with a focus on having the most impactful primary conversion actions instead of a broad sweeping strategy that included more than six conversion actions as primary.
We methodically tested this new campaign structure one market at a time to guarantee its success, with media spend increasing 30% period-over-period to support the expansion.
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