Major U.S. Rental Marketplace Tripled Conversions and Decreased CPA by 58%

Challenge:

Efficiently increase qualified leads within the existing budget. The account faced challenges such as insufficient keyword coverage, poorly organized ad groups, a low average quality score, and overall disorganization misaligned with the business objectives. The primary challenge involved enhancing specificity and optimizing traffic from high-converting areas.

Solution: 

Revamped program and tools for scalable campaigns across US cities. Organized campaigns geographically, optimized keywords, and enhanced ad copy/extensions for relevance. Implemented ongoing Quality Score improvement, addressing low scores with targeted optimization of ad components.

Results:

• Quality Score increased from 6.5 to 9.5 in Non-Brand campaigns.

• CTR increased 68%

• CPC decreased by 18%

• 60% increase in higher-quality traffic

• Leads increased by 3x

• CPA decreased by 58%

• Paid Search became the channel with the highest rate of qualified leads