Continuous optimisation with the cost per sale on the scoreboard

The campaign had three jobs: generate a database of high quality leads looking for land in Cranbourne South, maximise pre-qualification and efficient handover to the Brompton sales team, and demonstrate return through cost per sale reporting. With stage releases running throughout, the advertising also had to showcase available product, signal project success and surface learnings on what worked, and why.

The multi-channel strategy used Google for high-intent traffic with a wider prospecting pool through Facebook and Instagram, and audience-segmented creative personalising the experience through to conversion. Lead profiling captured intent, demographic and product data, our call concierge team enriched the data and escalated hot leads, and seamless CRM integration made handover to sales instantaneous.

An ongoing optimisation model across audiences, creative and channels drove media spend efficiency, with monthly insights delivered to the marketing and sales teams, key messages, renders and product preferences, and a live dashboard keeping lead delivery transparent.

Cost per sale fell 28.1% between January and October 2020 under continuous optimisation, with an 83% completed profile rate arming the sales team to escalate buyers ready to act now and hold more meaningful conversations with everyone else.