Campaign turnaround
How I turned around a historically expensive quick sale campaign
Relaunching a campaign the business had written off, using contract level search term evidence and patience with the pipeline.
Cheaper customers
Better lead quality
Stronger close rate
Unsuitable enquiries reduced
The challenge
This campaign had a reputation for burning money.
Quick house sale searches carry strong intent but had historically produced expensive, low quality leads. It had become the campaign everyone wanted to cut.
I believed the demand was valuable. The job was to find the searches inside it that actually produced contracts.
What mattered most
The strategy
Find the profitable core and build around it.
Rather than judging the relaunch on early CPL, I watched the pipeline mature.
- 01Relaunched the campaign with a cleaner structure and tighter controls.
- 02Identified the search terms that were actually producing contracts.
- 03Monitored pipeline maturity rather than judging immediate CPL.
- 04Removed the terms that repeatedly generated unsuitable enquiries.
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.
Turnaround
Every key signal moved the right way
Change against the starting position. Reductions shown in green are improvements.
The outcome
From written off to worth investing in.
Contract CPA fell 10%, lead to contract conversion rose 13% and offer to contract conversion rose 26%.
Unsuitable enquiries dropped by 25%, giving the sales team more time with sellers who were ready to move.
Capabilities demonstrated
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A personal point of view
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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