Performance Max, pointed at financially qualified home builders

JG King Homes, Victoria's largest builder of steel-frame homes, wanted more reach and more leads from Google, but only the right leads: people financially ready to start their home-building journey. We put Performance Max to work across YouTube, Gmail, Discover and Google's partner network.

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

Lower CPL within two weeks of launch

25%

Ad impressions in the first fortnight

3,300,000

Leads in the first two weeks

200+

The challenge

Scale without waste. Performance Max reaches across Google’s whole universe of channels, which is exactly what makes it dangerous when the goal is financially qualified leads rather than raw volume. The campaign had to broaden JG King’s visibility while keeping quality the primary constraint.

Our solution

We merged the best of JG King’s existing assets with fresh copy and design built to resonate across every Google partner channel, and gave the campaign a dedicated standalone landing page so conversion rate optimisation could run for this campaign alone, undistracted by search and social traffic.

Audience signals started strong, with retargeting audiences, search term data and Google’s homebuilder in-market segments, then got sharper: additional signals injected post-launch ignited a surge in campaign activity, lifting reach, traffic and, most importantly, the volume and quality of leads within weeks.

The results

The first fortnight delivered 3,300,000 impressions, over 200 leads and a CPL 25% lower than launch. The channel then kept proving itself: in FY23, Performance Max delivered the highest percentage of financially qualified leads of any channel, and the highest percentage of leads with a purchase timeframe under six months.

From the team

Our Performance Max campaigns have been very successful for JG King. After making additional optimisations at an audience level, we have seen a big spike in the Google algorithm's ability to find more high-quality prospects. The diverse placements offered within this campaign type also makes it a lot easier to manage budget allocations and outcomes, which allows us to focus our time on strategic optimisations, instead.