Case Studies

Dynamic Ads Increase Lead Quality for Multi-Location Business

Produced by the Digital Marketing Agency of Experts

This story of our work with Bozzuto was shortlisted for two awards in 2018: The US Search Awards for Best Use of Search – Real Estate & Property and the Drum Search USA Awards for Best Use of Local Search.

 

THE COMPANY

A generationally-owned, independently-operated family business with unique expertise in development, construction, property management and homebuilding.

 

THE CHALLENGE

 

Operate the PPC Search efforts for over 250 properties while achieving a lower cost per lead and a higher conversion rate. The majority of properties were high-end and required high quality leads.

 

THE SOLUTION

 

  • Hanapin used ad customizers to target an affluent audience looking to move into luxury apartment complexes, which better prequalified users

 

  • A business data feed was created and for each property included: starting price, number of units left, starting price for each individual unit type (ie: studio, 1 bedroom, etc.), and number of units left for each individual unit type.

 

  • Local, dynamic ads were created from the global data feed information. Users were then able to see starting prices which attracted those with a higher intent to ultimately convert.

 

THE RESULTS

 

Our dynamic ad customizer solution resulted in a CPL decrease and conversion rate increase while securing more qualified leads.

 

+25.2% conversion rate increase

 

-44.7% cost per lead decrease