G.J. Gardner Homes.

Established in 1986, G.J. Gardner Homes is one of Australia’s largest and most reputable home builders, known for their quality and customised homes across the globe. With over 70 franchisees Australia-wide, Alpha Digital’s focus was on launching national campaigns, supporting specific franchises where it was needed most and always-on activity. 

After a home building boom during COVID, consumer confidence began to decline in the industry due to rising interest rates, long building wait times and material price increases. The change in consumer behaviour was apparent across their paid search ads with conversion (enquiry) rates declining, despite year-on-year improvements in ad engagement. It was our job to find efficiencies with the account to increase enquiry rates and lower the cost per lead.

The above industry changes required G.J. to be more conservative and strategic with their advertising budget on the platform. It was also important to find a balance between franchise owners getting the right amount of support and increasing overall enquiry volume.

Early 2023, we collaborated with the G.J. team to create ad copy that spoke to the “Feel The Joy Building” brand, addressing their target audience’s motivations and emotional needs. This unique and tailored copy was incorporated into multiple text assets for Google’s Responsive Search ads (RSAs) that uses AI to serve assets based on the individual’s behaviour and personas.  

Later that year when budgets were reviewed, we consolidated our search campaigns into fewer campaigns to increase audience signals. Additionally, we scaled our broad keyword targeting with automated bidding strategies. Lastly, we launched Performance Max (PMax) campaigns, an AI-driven campaign that combines search, display and video ads to increase leads. Due to G.J.’s high quality inventory of campaign videos and imagery, we were able to maximise performance.