Real Estate Investment Company Decreases Cost Per Lead with PPC

After assessing their current efforts, the Kuno team made changes to optimization efforts and account settings to utilize the budget more efficiently. To implement best practices, Kuno restructured the PPC campaigns with new keywords based on search data. Kuno updated goals and the way they were structured in Google. Kuno found that the way things were running was at a basic level, and the real estate investment company needed more sophisticated strategies for their campaigns. The ads that were running when Kuno began working with them were largely broad-match keywords that took users to landing pages with little information. The pages were in need of better targeting, with more details included on the landing pages.

The Kuno team also restructured the company's Facebook campaign. They made modifications such as making the target locations broader and employing search-based targeting for borrowers, lenders and investors. Kuno added variations of campaigns, incorporating pillar pages, video and long-form content into landing pages used in demand generation. Making the landing pages more robust provided users with more information upfront.

Demand Generation Efforts

A PPC analysis by the Kuno team found inconsistencies in the strategy where best practices such as frequency capping were not being used. Not implementing ad frequency capping caused viewers to see the same ads dozens of times, when a limit should have been set from the beginning.

Kuno tweaked aspects, such as the income parameters, to enable better demographic targeting opportunities. With Kuno’s expertise, they were able to better use the Google Ads platform, and the integration with HubSpot helped with reporting results. The company experienced a significant amount of success as the results of all efforts combined.

Additionally, Kuno held weekly progress meetings to help the company understand the numbers, determine if strategies were effective, and answer any questions they had. Kuno put emphasis on open communication throughout the process to ensure the client was always kept in the loop on their efforts.