A seamless ad experience that returned $34M+ for The Grove

Continuing a partnership spanning a number of masterplanned communities, Frasers Property engaged The Garden to deliver digital advertising and lead generation for The Grove in Tarneit. It launched just before the pandemic, into the fastest-changing property market in memory.

Client: Frasers Property
Industry: Property
Solutions: Media & Performance
Services: Facebook Ads, Google Ads, Lead Generation
Region: Australia

Return on ad spend

8,283%

Revenue delivered for the client

$34M+

Leads generated as of August 2022

3,344

The challenge

Keeping pace with a market that would not sit still. During the height of Victoria’s lockdowns, demand swung hard towards larger blocks and bigger homes as buyers sought space, and the team identified early that the ability to pivot with that quick-change market would dictate the campaign’s success.

Our solution

Creative spoke directly to The Grove’s brand pillars: a range of land sizes, stunning natural surrounds and future on-site amenities promising families a great lifestyle. Every key selling point was tested at both the ad and landing page level, tracked from click all the way through to sale.

That test-and-measure discipline let us optimise the campaign continuously against real buyer behaviour, adjusting messaging as customer needs changed sharply through the COVID lockdowns, and delivering constant incremental improvements rather than periodic overhauls.

The results

The campaign delivered over $34M in revenue for Frasers Property at an 8,283% return on ad spend, with 3,344 leads generated as of August 2022 and the cost per sale driven down throughout.

From the team

Working closely with the Frasers marketing team, we were able to deliver ongoing improvements in ROI by leveraging customer insights to constantly adjust campaign messaging to align with shifting consumer behaviour. This was particularly important when customer needs changed significantly during the COVID-enforced lockdowns