Value based bidding and structure optimization

Value based bidding and structure optimization

3 Months Implementation

Key Results

Q. Leads

+300%

CTR

+23%

CPL

-67%

TL;DR snapshot

EagleCashBuyers is a real estate company that helps homeowners sell their property for cash in just three simple steps. Despite consistent website traffic, the client was facing high lead costs and low conversion efficiency.

By rebuilding their Google Ads setup and implementing dynamic conversion value tracking for offline leads, we transformed campaign performance, boosting both lead volume and lead quality within the same budget.

Row of modern suburban houses on a quiet street under a sunny blue sky, with the Eagle Cash Buyers logo overlaid.
Row of modern suburban houses on a quiet street under a sunny blue sky, with the Eagle Cash Buyers logo overlaid.
Row of modern suburban houses on a quiet street under a sunny blue sky, with the Eagle Cash Buyers logo overlaid.

Challenge

  • Google Ads campaigns were generating leads at very high costs

  • The Google Ads account structure was outdated and inefficient

  • The lead-to-sale ratio was significantly below target

  • Goal: maximize the amount of qualified leads with a limited budget

What we did and why

Phase 1

Dynamic Conversion Value Optimization

  • Defined tiered values for qualified leads based on deal potential

  • Integrated CRM data with Google Ads to import these as value-based conversions

  • Shifted bidding to maximize conversion value instead of conversion count

  • Why

    To enable the algorithm to prioritize higher-value leads and align ad spend with actual business ROI

Phase 2

Keyword Strategy Rebuild

  • Developed a new keyword structure focused on high-intent, transactional queries

  • Added long-tail keywords to capture lower-competition, conversion-driven search intent

  • Refined negative keywords

  • Why

    To improve lead quality and reduce acquisition cost

Google Ads dashboard showing the Keywords list for a campaign, with phrase and exact match terms and their ad groups.
Google Ads dashboard showing the Keywords list for a campaign, with phrase and exact match terms and their ad groups.

Phase 3

Campaign and Ad Group Restructure

  • Reorganized campaigns by user intent (brand, geographic, general, competitor)

  • Updated ad copy and extensions for better message alignment and higher CTR

  • Why

    To gain precise budget control and maximize auction efficiency

Google Ads “Ads” view listing responsive search ads for a campaign, showing headlines, descriptions, and ad type.
Google Ads “Ads” view listing responsive search ads for a campaign, showing headlines, descriptions, and ad type.

Key Results

3 Months Implementation

67%

67%

Avg. CPA reduced

23%

23%

CTR increased

Unchanged

Unchanged

Budget

Qualified lead increased

Over a 2 month period

Before

After

3x

Monthly budget remained flat while conversions grew substantially

Tools Used

Google Ads

GA4

GTM

HubSpot

Keyword Planner

Are you struggling with high lead costs and poor lead quality?

Let's chat about how an optimized campaign structure and first-party data integration can improve your lead quality and ROI.

Let's talk

Are you struggling with high lead costs and poor lead quality?

Let's chat about how an optimized campaign structure and first-party data integration can improve your lead quality and ROI.

Let's talk

Are you struggling with high lead costs and poor lead quality?

Let's chat about how an optimized campaign structure and first-party data integration can improve your lead quality and ROI.

Let's talk