The Performance Max play that cut cost per sale 24%

How do you maintain high quality lead generation while keeping costs down in a changing market? For JG King Homes, bringing Google's Performance Max into the mix proved the winning move: lead-to-sale rate up 51% year on year, with cost per sale down 24%.

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

Growth in lead-to-sale rate year on year

51%

Reduction in cost per sale

24%

The challenge

In FY24 the campaign had to scale lead volume without compromising cost per lead or lead quality. The keyword strategy was effective but constrained by search volume limits, making lead targets hard to hit inside cost parameters. The answer had to come from additional campaign types delivering added leads at the same cost.

Our solution

We introduced Performance Max, pulling all of Google’s properties into a single campaign and optimising across channels in real time, so reach grew and every dollar landed where it worked hardest. The goal was never volume alone: targeting and creative were tuned on the fly to keep leads high-intent and ready to convert, with the automation adapting quickly as the market moved.

The results

Even with lead volume down on the previous year, product sales held at FY23 levels and cost per sale fell 24%, with the lead-to-sale rate growing 51% year on year: high-quality leads without breaking the bank.

From the team

This campaign highlights just how effective utilising Google's advertising suite is when it comes to generating high quality leads at scale. It's crucial to have expertise in these tools, so that we keep delivering exceptional results in the face of market challenges.