Refocusing paid advertising around qualified property enquiries
An anonymized real-estate advertising engagement that rebuilt targeting, campaign structure, landing-page alignment and measurement around qualified enquiries.
The problem behind the brief
The client was already investing in paid advertising, but campaign activity had grown without a sufficiently clear acquisition structure.
Different audiences, searches and campaigns were consuming budget while the resulting leads were not consistently aligned with the enquiries the business wanted.
The core question was not simply how to generate more leads. It was which campaigns were producing enquiries worth paying for.
What GenX changed and why
Google Ads structure
Search activity was tightened around stronger commercial intent, reducing emphasis on inefficient query patterns.
Meta audience targeting
Audience definitions were refined to reduce unnecessary exposure and improve alignment between advertising and likely prospects.
Campaign creative
Creative and messaging were adjusted to communicate the offer more clearly and support a better enquiry journey.
Landing-page alignment
Campaign landing pages were built around the intent of incoming traffic rather than treating every visitor the same way.
Measurement
GA4 and Google Tag Manager were used to improve visibility into the actions visitors took after clicking an advertisement.
Technology used to support the work
The tools supported the engagement, but the value came from how the systems, data and decisions were connected.
What changed after the work
Wasted spend was reduced by tightening search intent and audience targeting. Budget was progressively shifted toward campaigns producing more qualified enquiries, giving the client a clearer basis for deciding where future advertising investment should go.
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