Letting agents and local services.
In these four accounts the enquiry lands locally: at a branch, at a clinic or at the nearest dealer. Two of them are rental agencies, so these are viewing and rental requests, not home sales.
Rental agencies.
An office in a single city and an agency with multiple regional branches. Both ran 24 months, July 2020 to June 2022, straight through COVID.
From ~€44 per lead to ~€15, on a portfolio of branches running side by side
Dutch rental agency with multiple regional branches. Over 24 months of Google Ads, 6.78K viewing-requests at a cost per lead that fell from ~€44 to ~€15.
A pandemic that should have killed the funnel, didn't
Google Ads for a local Dutch real-estate rental agency through the COVID period: cost per lead from around €90 to about €25, 649 conversions in 24 months.
Same pattern, different industry.
A dental group with two locations, and a national distributor of designer radiators that sells nothing directly: the purchase happens at a local installer-dealer.
Five and a half years of building, and the year it turned the corner
Dutch dental group with two locations, 5.5 years of Google Ads: cost per new patient from €65 to €47.81, 3,880 conversions on €217K of managed budget.
When the whole funnel happens at the dealer, you have to decide for yourself what to measure
Google Ads for a national distributor of designer radiators in the Netherlands: from no conversion tracking to around 8,000 tracked engagements at €0.40.
Boring, predictable, attributable. That’s what good PPC looks like.
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