Case study Results / Real estate · Home buying
2,873 enquiries from a brutal auction.
Cash house buying is one of the most expensive lead-generation auctions in UK search. National buyers with deep pockets, a handful of high-intent search terms, and clicks priced accordingly. Across two brands since 2019, this account has produced 2,873 completed enquiry forms on £146,546 of spend, and it is still producing them.
2,873 enquiries · £146,546 spend · two brands · since 2019
One of thirteen case studies, published from more than a hundred accounts since 2021. We publish the ones we can put a source against. See all thirteen →
01 The numbers
Volume held while the auction got harder.
The honest story in this account is not a falling cost per enquiry, because the cost per enquiry has gone up. It has gone up because the auction has. What the account has done is keep the volume coming while that happened, which in a market this competitive is the harder trick.
Every conversion counted here is a completed enquiry form on a thank-you page. Call clicks, email clicks and page views all sit in the account as secondary actions and are deliberately left out of the headline. Counting them would have added several hundred more.
02 What we did
What we did
Counted the right thing. The account tracks call clicks, email clicks and form completions. Only the form completions are set as the goal the bidding optimises towards. A click on a phone number is not an enquiry, and an account told otherwise will happily buy thousands of them.
Ran two brands without letting them compete. The business sells under two names into overlapping searches. Kept apart properly, that is two chances to appear. Kept apart badly, it is one advertiser bidding against itself and paying twice.
Rebuilt the structure around the money terms. Cash-buying search is a small set of high-intent phrases surrounded by an enormous amount of near-miss traffic: people researching house prices, estate agent comparisons, tenants, students. The negative list does more work in this account than the keyword list.
Used Performance Max for lead generation, carefully. PMax earns its place here on reach, but only pointed at a clean conversion signal. Feed it page views and it will find you people who view pages.
Kept the landing page in scope. In a market where a click costs what it costs here, what happens after the click decides whether the account works at all. The page and the form are part of the account, not somebody else’s problem.
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