Performance Max, pointed at financially qualified home builders

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.

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 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.