iMyHome, a leading network of RICS Chartered Surveyors across England and Wales, provides homebuyers with real-time updates and case tracking during the home surveying process. With this commitment to transparency, iMyHome set ambitious targets in March 2024 to boost conversions and reduce their cost per lead (CPL). We established two core KPIs for the campaign:

1. Conversion Rate: A 20% leads-to-sale conversion rate, based on 2023 averages.
2. Cost Per Lead (CPL): A 10% reduction in CPL, reflecting past performance before a pause in lead spending.

To address iMyHome’s goals, we identified two key audience segments and tailored our strategy accordingly:

• Homebuyers: Individuals purchasing homes, with a focus on transparency and a seamless experience.
• Help to Buy Scheme Buyers: First-time buyers using government-backed programs who prioritise affordability and efficient processes.

Our strategy aimed to reactivate and optimise previously successful campaigns, while also addressing current market needs and refining ad copy to highlight benefits such as tracking and transparency—particularly attractive to Help to Buy buyers.

We employed the following methods to reach the target CPL and conversion rate:

• Revitalising High-Impact Campaigns: Drawing on iMyHome’s previous success, we refreshed ad copy and updated targeting to match current buyer expectations. This included focusing on quality leads aligned with iMyHome’s capacity, thus maximising conversion potential.
• Ongoing Optimisation: We closely monitored campaign metrics to ensure the CPL remained at or below our target. This involved real-time adjustments to the campaigns to maintain efficiency and alignment with iMyHome’s cost and conversion targets.

The campaign faced two significant challenges, which we approached with data-driven solutions:

1. Campaign Suspension Due to Market Downturn: iMyHome had paused its paid search campaigns for over a year due to economic conditions, leading to lost momentum. We had to rebuild the campaign structure based on historical data to restore the CPL to its previous level and re-enter the market with minimal delay.
   Solution: Leveraging historical performance data, we reinstated key strategies from iMyHome’s original campaign structure. This allowed us to achieve strong initial results and to quickly bring performance up to desired levels, meeting the set CPL target early on.
2. Scaling Constraints Without a Sales Team: With a limited capacity to handle high order volumes, iMyHome needed only high-quality leads that would ensure strong conversion rates without overextending their resources.
   Solution: We optimised our lead filtering process to focus on quality leads by analysing offline conversion data. By prioritising the highest-quality leads, we supported sustainable growth that matched iMyHome’s operational capacity.

Our campaign delivered remarkable results, exceeding both key objectives:

• Conversions: We surpassed the initial target of a 20% conversion rate, achieving a 25.6% average within the first two months—an improvement of 5.6% on the target. This strong performance underscored the effectiveness of our optimised lead generation strategy.
• Cost Per Lead (CPL): The CPL target of -10% was met and improved upon, with an average CPL reduction of 22% by the end of H1. This was a significant improvement, achieving a 10.3% reduction by April and an overall improvement of 16.5% through the first half of the year.