Driving Success for Tanglewood Apartments
We’re proud of our work
The Challenge
Tanglewood Apartments in Columbia faced unique challenges in optimizing their digital marketing campaigns. The primary objective was to drive high-quality leads while managing cost per acquisition (CPA) effectively. The region’s audience behavior required a tailored approach to both Google Ads and Meta (Facebook/Instagram) campaigns. While Google Ads performed well, Meta campaigns faced issues with lead quality, leading to higher CPA.
The Approach
To address these challenges, we implemented a targeted, region-specific strategy:
Google Ads Optimization: Recognizing the regional nuances of Columbia, we created highly targeted Google Ads campaigns focusing on geographic segments. By refining keyword strategies and adjusting bids, we effectively drove quality traffic, optimizing both CTR and CPC.
Meta Campaign Refinement: On Meta platforms, we tested different ad placements and creatives to engage the local audience. However, we faced issues with lead quality due to a simplified lead form, which led to a rise in CPA. In response, we optimized the lead form and refined targeting strategies to capture more qualified leads without significantly increasing costs.
A/B Testing and Creative Optimization: Throughout the campaign, we consistently tested new headlines and creatives to increase CTR. A/B testing on Meta helped identify the best-performing ad placements, while Google Ads campaigns were continually optimized for improved CPC efficiency.
The Results
Our region-focused strategy led to notable improvements:
Google Ads Performance:
- CTR: Increased from 3.88% to 4.40%, a 13.4% improvement.
- CPC: Reduced from $0.51 to $0.45, resulting in more cost-effective clicks.
Meta Campaign Adjustments:
- CPA fluctuated initially due to lead quality issues but was optimized through refined targeting and form adjustments, resulting in better-quality leads without excessive cost increases.
Conversions:
- Micro-conversions (e.g., Apply Now, Contact Us) improved with better tracking and optimizations, contributing to consistent lead generation.
Social Media Engagement:
- Increased interaction across Facebook and Instagram helped build brand awareness, but the primary success came from improving lead quality through more refined targeting strategies.
Next steps
- Explore Listing Websites: Investigate boosting listings on popular property listing websites to increase visibility and attract more qualified leads.
- Leverage Facebook Groups: Explore opportunities to engage local Columbia communities by leveraging Facebook groups to foster a more personal connection and generate leads.
- Expand to TikTok: Tap into TikTok to reach a younger demographic and drive broader brand awareness.
This systematic strategy, combined with ongoing testing and optimization, positions Tanglewood for sustained growth, improved engagement, and a stronger online presence across all digital platforms.