Case Study
From Scepticism to Scalability: Property Data’s 220% Conversion Growth
Property Data offers online analytical tools and services for investors, developers, and homebuyers. Their research tools enable buyers to analyse their target area and provide pricing, rental values, and capital growth data. Users can also access a Plot Map tool for more granular data like building footprints, planning applications and much more.
Novi provided PPC services for Property Data for over five years, winning the prestigious Prolific North award in 2020. Our most recent campaign ran from December 2023 to August 2024, helping them tap into new advertising platforms to generate new growth and leads.
Posted: 17 September 2024
59%
Increase in sign-ups over eight months.
220%
Increase in conversions over eight months.
850%
Increase in clicks over eight months.
What was the problem?
Before working with Novi, Property Data had been running some paid advertising via Google Ads but felt conversions were beginning to stagnate and wanted to increase their momentum. They were very clear about their desired KPIs, which included reducing their cost per acquisition (CPA) to £50, increasing total conversions beyond 20 per quarter, and improving clicks to the website beyond 800 per quarter.
One of our most significant challenges was convincing the client to adopt Microsoft Ads instead of focusing solely on Google Ads, which didn’t yield the target CPA they wanted due to the competitive nature of the platform with its high cost-per-click and fluctuating cost/conversion that peaked at over £6k in July 2018. The client was initially sceptical about the potential impact of running campaigns on Microsoft Ads, given that it represents only 10% of the market, but we were confident in the platform’s unique advantages and provided them with clear metrics that showed the platform’s ability to deliver targeted, high-quality traffic.
Through detailed presentations using our custom-built analytics dashboard and data-driven insights from similar industries, we reassured the client of how Microsoft Ads would complement their existing marketing strategies and reach untapped audience segments.
How Did We Resolve It?
The nature of Property Data’s goals and objectives meant that setting up conversion tracking for Microsoft Ads presented a unique set of challenges that we were happy to help overcome. Accurate conversion tracking is a fundamental part of any paid advertising strategy, without which optimising campaigns for meaningful results becomes nearly impossible. From the outset, it was clear that we required a more complex tracking setup for Microsoft due to the client’s offering and the multiple touchpoints within their sales funnel.
To overcome this, we devised and implemented a custom script solution to provide robust conversion tracking and measure campaign performance with absolute precision. Novi collaborated closely with the client’s technical team to ensure seamless integration, troubleshoot potential discrepancies, and confirm that data collection remained reliable. By working in tandem, we navigated technical hurdles efficiently, aligning our tracking setup with their business objectives and improving visibility into key customer actions.
Beyond tracking, our strategic focus was to drive higher-value conversions by pushing more users towards premium-tier packages, such as the pro and unlimited plans. This approach was instrumental in increasing average revenue per user (ARPU), retaining customers for longer, and ultimately reducing churn rates. By refining ad messaging and audience segmentation, we were able to guide trial users towards upgrading, ensuring a greater proportion of conversions translated into long-term, high-value customers.
As the campaign gained traction, we leveraged the data to continuously refine our bid strategies. This included analysing user behaviour, identifying where customers were dropping off in the journey, and making iterative improvements to enhance the trial-to-paid conversion rate. Our approach combined granular bid adjustments, audience segmentation, and strategic ad placements to reach the most engaged prospects at the right time.
Despite the initial challenges, our efforts paid off, allowing us to optimise the campaign for sustainable growth. By aligning Microsoft Ads with the client’s overarching business goals, we improved lead quality and conversion efficiency and delivered significant financial impact, helping Property Data scale its paid advertising efforts profitably.
Key Benefits Of Our Services
Our performance-based payment model was a key factor in the success of our campaigns. The recent increase in monthly recurring revenue underscores the effectiveness of this approach, aligning our incentives with the client’s success and driving outstanding results.
Utilising Databox allowed us to run comprehensive data analyses to determine the traffic source. The longer the data collection period, the more insights we gain. This was apparent with the conversion rate from Microsoft Ads, which was exceptionally high, demonstrating its strong revenue growth. Although this does not reflect the total revenue, the statistics are incredibly encouraging, showing higher-than-average conversion rates.
By utilising Microsoft Ads to reach untapped audiences, we saw a significant increase in clicks, with a 223% rise in Q4 2023. Despite increasing ad spend by 129% in Q4 2024, we maintained a strong conversion rate, achieving a 45% improvement in performance. The client’s year-over-year growth underscored the campaign’s effectiveness.
Leveraging advanced scripts to automate bid adjustments and optimise budgets in real time enabled us to track performance across different channels effectively, which has been instrumental in optimising our strategies and driving continued success.
Our Future Partnership and Strategy
In the seven months that Novi managed Property Data’s Microsoft Ads account (from 01/12/2023 to 31/07/2024), we delivered outstanding results through innovative scripting and strategic optimisation, driving measurable growth and efficiency. Our journey with the client has been marked by significant growth, achieved through resilient and effective strategies that consistently deliver outstanding results, including a 220% increase in conversions and an 850% increase in clicks over the eight months.
Achieving twofold growth, especially in such a volatile market, demonstrates our adaptability and the robustness of our strategies. It also proves that continued growth is not just about numbers but also the trust and strong partnership we’ve built with our clients.
“The attention to detail and our conversions are markedly better. We’re a reasonably challenging organization to understand, and there is a lot of complexity in the work we do. The most important thing that novi.digital has done for us is a framework and clarity in what we should do next. We have a very healthy working relationship. They steer my ambitions in the right direction.” – Michael Dent, Founder Property Data
Ready to get started?
Do you want to explore new platforms for increased revenue and growth? Novi takes a data-driven approach to select the best advertising platforms, optimise keyword targeting, and improve conversion rates, delivering measurable growth for your business. Get in touch to see how we can transform your paid search performance.
