Project management
Jira, Confluence
Effective Google Ads Optimisation for Real Estate
Client: real estate industry
Location: Białystok, PL
Cooperation since: 2009
Project: Google Ads campaign
Scope of cooperation: marketing strategy, Google Ads strategy, Google Ads campaign optimisation, advanced analytics
Project background
As part of our long-term partnership with one of the leading companies in the real estate market, we identified an opportunity to improve the performance of their ongoing Google Ads campaigns. Leveraging our deep understanding of the client’s business and previous results, we proposed a new approach to their online advertising activities, with the primary goal of increasing the number of leads. Our comprehensive strategy combined historical data analysis, flexible budget management, and precise targeting supported by advanced analytical tools.
Challenge
During our account audit and market trend analysis, we identified a significant drop in demand in the final months of the year (November–December). In response, we proposed replacing a flat budget allocation model with a flexible planning approach, considering seasonality and historical performance. Another priority was adjusting the campaign structure and implementing the latest analytical solutions.
Decline in demand during specific months
Insufficient campaign segmentation
Limited precision of data for campaign optimisation
Need for greater flexibility in budget management
Facing a similar challenge?
Let’s connectSolution
The starting point for optimisation was a complete overhaul of the Google Ads campaign structure. We replaced the existing setup with segmentation based on user goals and their stage in the purchase journey. The new structure included Brand, Generic, and Remarketing campaigns (segmented by journey length – up to 365 days), as well as Prospecting campaigns, including Display and Video formats.
The next step was budget redistribution based on seasonal demand fluctuations. We reduced spending during lower-conversion periods to intensify advertising efforts when users were more likely to make contact.
We also implemented a range of optimisation measures, including:
- Enhanced conversions and updated remarketing tags
- Bid strategy adjustments (e.g., target CPA and manual CPC) depending on campaign objectives
- Regular query analysis and expansion of negative keyword lists
- Leveraging GA4 data to build precise audience lists
- A/B testing of bidding strategies, headlines, CTAs, and destination URLs within Google Ads experiments
At every stage, we provided ongoing support and consultancy, ensuring that campaign activities aligned with objectives and adapted to changing market conditions.
Project scope
Data and market trend analysis
Designing a new campaign structure
Implementing changes in Google Ads campaigns
Advanced analytics and audience personalisation
A/B testing and performance optimisation
Facing a similar challenge?
Let’s connectResults
The implemented changes significantly improved Google Ads campaign performance. The cost per lead decreased by 18.5%, while the number of leads grew by 14% year over year. Thanks to more precise targeting and flexible budget management, campaigns were better aligned with actual user needs – particularly during high-demand periods.
18.5% decrease in cost per lead with a 14% YoY increase in lead volume
Precise campaign alignment with seasonal demand fluctuations
More effective use of the marketing budget
The collaboration resulted not only in improved advertising efficiency but also in higher-quality website traffic and better use of analytical data.
Technology
Tools
Google Ads, Google Analytics, Google Tag Manager, Looker Studio
Facing a similar challenge
Let’s connectSolutions and services
View more case studies
Adamed
Smarter marketing decisions through modern analytics
We built an analytics ecosystem for a leading pharmaceutical brand to support an educational portal. A hybrid GA4+UA setup and data strategy enhanced marketing efficiency and user engagement analysis.
View case study
Danlab
Streamlined Online Sales for Laboratory Equipment
We implemented an e-commerce platform automating sales and order management, integrated with ERP and payment systems. Result: faster processes, lower operational costs, and a solid foundation for B2B and B2C growth.
Zobacz Case
Have questions? Let’s connect
Reach out to us and find out how we can help you achieve your business goals.
Thank you! Your message has been sent. We will get back to you shortly.
Something went wrong! Please try again.
or give us a call: +48 85 652 09 20
The administrator of your personal data is Infinity Group Sp. z o.o., with its registered office in Białystok.
The data provided in the form will be processed for the purpose of responding to your inquiry (Article 6(1)(f) of the GDPR – the administrator’s legitimate interest consisting in conducting correspondence).
Providing your data is voluntary, but necessary in order to receive a response.
You have, among others, the right to object to the processing of your data and the right to lodge a complaint with the President of the Personal Data Protection Office (Poland).
Detailed information, including information on data recipients, the data retention period, and possible transfers of data outside the EEA, can be found under the link “Information on the processing of your personal data”.