Planning and approvals · Sydney
Owning the searchfor planning and approvals.
We built Planna a Google Search and Performance Max engine that doubled form enquiries as the market came back from the holidays, and overtook their biggest competitor in share of voice.
- Google Search
- Performance Max
- Conversion tracking
The challenge.
Planning and approvals is a crowded, high-value search category. Planna needed qualified enquiries at a cost that held up as spend increased.
What we did.
- Acquire
Google Search campaigns on high-intent planning and approval terms.
- Acquire
Performance Max alongside Search for cheaper incremental leads.
- Convert
Form and phone call conversion tracking.
- Acquire
Weekly budget pacing, ramping spend until efficiency peaked.
The results.
As the market came back from the holidays, weekly leads rose 43% while weekly spend went down. Performance Max became the cheapest source of leads in the account, and Search form enquiries doubled in a single week.
| Measure | Change | Holiday fortnight vs first week back |
|---|---|---|
| Weekly leads | +43% | More enquiries every week |
| Weekly spend | -15% | Less budget to get them |
| Form enquiries | 2x | Search forms doubled |
| Cost per lead | -41% | The efficiency gain that compounds |
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