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Case Study · Professional Services
A well-established London property management company serving residential and commercial landlords. They offer a full suite of property services including lettings, maintenance coordination and tenant management across South East England.
The firm was spending over £4,000 per month on Google Ads but seeing diminishing returns. Lead volume had plateaued and cost per lead had steadily climbed, making paid acquisition increasingly unsustainable.
Key challenges:
We restructured the entire Google Ads account from the ground up, built dedicated landing pages for each core service and implemented a rigorous testing framework. Phase one focused on campaign restructuring and negative keyword mining to eliminate wasted spend. Phase two introduced service-specific landing pages designed for conversion. Phase three layered in A/B testing and form optimisation to continuously improve performance.
Rebuilt the account with granular ad groups aligned to specific service offerings. Implemented extensive negative keyword lists, refined bidding strategies and introduced responsive search ads with tailored messaging for each property service.
Designed and built dedicated landing pages for each core service line -- lettings management, commercial property and maintenance services. Each page featured service-specific social proof, clear value propositions and streamlined enquiry forms.
Ran systematic A/B tests across headlines, form layouts, call-to-action copy and page structure. Optimised form fields to reduce friction and implemented click-to-call for mobile visitors to increase conversion touchpoints.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost Per Lead | £85 | £41 | -52% |
| Conversion Rate | 2.3% | 4.3% | +88% |
| Monthly Leads | 18 | 34 | +89% |
| Quality Score (avg) | 4.2 | 7.8 | +86% |
In 6 months, we cut cost per lead by more than half while nearly doubling monthly lead volume. The improved Quality Scores also reduced average CPC, meaning the client now generates significantly more leads from the same budget.
“We had almost given up on Google Ads. Sample Digital Lab rebuilt everything from scratch and the difference was immediate. We are now getting twice as many leads for half the cost.”
— Managing Director, London Property Management Firm
With PPC now performing efficiently, the next phase involves expanding into remarketing campaigns to re-engage past visitors, introducing Performance Max campaigns for broader reach and integrating CRM data to optimise for lead quality rather than just volume.
Every engagement starts with a free consultation to understand your goals and identify the biggest opportunities for growth.