Kentron Real Estate Agency

Introduction

Our client is active in the real estate sector in Armenia, specifically in Yerevan and its surroundings, and focuses for 70% on selling luxury apartments and houses and 30% on rentals. The client needed to become more familiar with digital marketing and advertising on Google Ads and social media. After collaborating with a large agency that ultimately did not yield results, Get Lead took over the partnership.

An awful Google Ads account

Before we conducted a Google Ads audit, it was important to understand the client’s primary goals and what were for them actual leads that could lead to new customers. Afterwards, a thorough Google Ads audit was conducted with our complete understanding of the client’s goals in mind.

Initially, the account setup appeared decent; however, upon closer examination, we discovered several issues. Multiple websites were integrated into the account, and conversions were being tracked incorrectly. Furthermore, keyword costs were disproportionately high and irrelevant, and ad groups were improperly organized within campaigns, resulting in English-speaking audiences seeing Armenian ads and vice versa. Consequently, this mismatch caused a low interaction rate, adversely impacting ad quality and costs. Furthermore, the account structure was suboptimal and lacked regular optimization.

One thing was certain: a lot of work had to be done.

Developing a clear strategy

It became evident that we needed to develop a strategy aimed at individuals looking to purchase a house or apartment, rather than rent one. Our goal was to target a specific audience interested in investing in real estate in Armenia, rather than merely seeking information.

Furthermore, our agency needed to enhance its strategy for targeting Armenian, Russian, and English audiences. This included ensuring that our English-speaking audience would not see Armenian ads and vice versa.

A Strategy that hit the mark right away!

Given the focus on selling apartments and houses, we structured the campaign by language target groups and utilized specific landing pages:

• A Google Ads campaign focused on the target group for house sales
• A Google Ads campaign focused on the target group for apartment sales
• A Google Ads campaign focused on the general target group

Implementing this straightforward yet effective strategy resulted in a significant increase in both interaction rates and conversions.

A monthly increase was our goal

Continuous growth in results was imperative for us as an agency. While it was not necessary to double revenue every month, our goal was to consistently optimize and improve outcomes. We could not afford to become complacent; our mission was to always look ahead and support Kentron Real Estate’s growth, which extended beyond just managing Google Ads.

Analysing data led to new website insights and improvements

Utilizing a range of targeted marketing tools and strategies, we gained insights that highlighted the necessity of website optimizations:

• Investing in a clear “About Us” page
• SEO: Investing in organic growth
• Making their landing pages more strategic from a customer journey point of view
• Strengthening the social proof and review sections on these landing pages

These points were thoroughly discussed with the client to ensure they understood the rationale behind our recommendations, ensuring alignment and mutual understanding.

Achieving real results

Since the client repeatedly emphasized that phone calls are their primary source of leads, we have monthly discussions with them to determine how many of these leads are actually potential customers. Over the course of the past months:

• We saw a monthly steady increase in conversions
• We saw their interaction rate on ongoing Google Ads campaigns increase by 1% – 2% monthly
• Costs and budgets were optimized and clearly analyzed with the client each month

Additionally, the client is so satisfied with our collaboration that they have also outsourced to us their advertisements on the platform Meta.

A collaboration built on trust and results

In our first online meeting, we indicated as an agency that we work in a structured and fully transparent manner and focus on data and results.

By establishing honest communication with the client and telling them what they need to hear, not always what they want to hear, trust was built, giving us the freedom to further develop our strategies, ultimately translating into hard results.

Kentron Real Estate is a long-term collaboration with potential where we, as an agency, clearly see the power.