PLATFORM_ - Paid Search and Performance Max

We started with Paid Search, using a niche keyword strategy that was split across two campaigns - firstly location-based keywords, and secondly, broader keywords solely using location targeting. We did this for the Cardiff page, and then applied the same method to the Sheffield page. These campaigns have been directly responsible for around 80% of conversions.

Once we had the conversion data we needed to inform the next moves, we implemented Performance Max on both pages. Performance Max is an AI-led media channel within Google that gives finely tuned audience insight based on the information it’s given - for example, it can identify and target audiences that are further down the conversion funnel. Performance Max then uses the first-party data it’s given as a springboard to go out and gain additional conversions. This has been exceptionally effective - we targeted people looking to rent in Cardiff/Sheffield, and conversions sky-rocketed by 47% - at 50% less cost than Paid Search. 

The Cardiff site is now fully booked, with Sheffield not being far behind it. Looking ahead, we will next turn our attention to some of their other locations, delivering the strategic approach they need to sell out more sites.

We were then asked to implement a Pay Per Click (PPC) campaign, managing Google Ads and optimising paid search and Performance Max activity (which includes all Google platforms including YouTube, Gmail and various apps). As part of this work, we’ve tested different messaging, optimised keyword bids, adjusted keywords, reviewed landing page performance and experimented with new audiences.

As with all our projects, we’ve kept a keen eye on the numbers, tracking results and providing monthly updates to demonstrate the impact our work has been having and identify areas for further growth.