Cash house buying search campaign
How I nearly doubled conversion rate and cut contract CPA by 59% on a core search campaign
Giving a high intent cash buyer campaign the time and CRM evidence it needed to build a profitable pipeline of sellers.
From 3.6% to 6.0%
From £2,916 to £1,208
Up from 23.5%
The challenge
A high intent campaign was being judged before its pipeline had time to mature.
People searching to sell their house for cash are valuable, but property sales take time. Judging the campaign on early lead numbers risked switching off activity just before it paid back.
I needed to prove which keywords and sales behaviours were really creating contracts, and then optimise towards them.
What mattered most
The strategy
Patience, backed by evidence.
The campaign was given room to develop while every optimisation decision was grounded in CRM outcomes.
- 01Allowed the campaign enough time to build a downstream pipeline before making structural calls.
- 02Optimised search terms, bidding and budget using CRM outcomes rather than front end lead volume.
- 03Identified the keywords and sales performance that were genuinely driving contracts.
- 04Shifted investment towards the searches that turned into signed sellers.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Contract CPA
Cost of each contract
Conversion rate
More searchers became leads
The outcome
A campaign that once looked expensive became one of the most profitable.
Conversion rate rose from 3.6% to 6.0%, an uplift of 67%, and contract CPA dropped from £2,916 to £1,208.
The share of qualified offers turning into contracts also improved from 23.5% to 25%, confirming that quality rose with volume.
Capabilities demonstrated
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What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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