Top Conversion Optimisation Company Australia 2023

How To Increase Your ROI By Pivoting From Google To Meta Ads

A Melbourne-based Buyer’s Agent enlisted the expertise of our digital marketing professionals to expand their business operations.

They had already invested in Google Ads, and believed increasing their budget was the next logical step.

To refine their Google Ads strategy and enhance their return on investment, they sought to collaborate with a digital marketing agency. However, our innovative recommendations not only surprised them but also significantly improved their bottom line.

Here’s how (and why) we pivoted their ads budget away from their existing Google Ads campaigns and redirected it to Meta Ads.

Here’s our Case Study:

Advantage Property Consulting, a Melbourne-based agency specialising in representing property buyers, has long invested in paid advertising campaigns. Despite their experience, the company faced challenges with achieving a sustainable ROI, leading to a need for expert advice and management to enhance their digital marketing effectiveness.

Seeking to refine their approach, Advantage PropertyConsulting engaged Business Assist to overhaul their digital marketing strategies. Business Assist’s expertise in digital solutions offered the necessary insight to restructure Advantage Property Consulting’s paid advertising initiatives, aiming for a more profitable and sustainable outcome.

The Approach

Market Research & Needs Analysis

Advantage PropertyConsulting was focused on a two-fold objective: to boost their lead generation and reduce the Cost Per Lead (CPL). Previously, all their efforts, including Google Ads, had not yielded the desired improvements in channel performance.

They were committed to overturning these outcomes and enhancing their return on investment in paid advertising.

helping Victorians buy homes

Key Activities:

  • Conducting industry research to understand market trends and consumer preferences.
  • Analysing the digital marketing strategies of top competitors to identify best practices and gaps in the market.
  • Identifying target audience demographics, interests, and online behaviour for personalised marketing campaigns.
  • Highlighting Advantage Property Consulting’s distinct advantages through competitor analysis.

Digital Marketing Strategies and Plan

Through an in-depth Business Needs Workshop, we gauged that Advantage Property Consulting’s initial strategy was focused on enhancing its Google Ads performance. However, our experience representing businesses within the property industry and fresh analysis suggested a pivot:

Leverage Meta Advertising Channels: Recognising the superior alignment of property advertising with Meta platforms, we recommended a shift in ad spend towards these channels for better targeting and engagement.

Enhanced Digital Presence and Engagement: To address website limitations in visitor conversion, we recommended a holistic approach with alternative engagement methods – in this case; Meta Lead Ads

Meta Ads

We developed new strategic, and tactical campaigns, ad sets, and creative assets, harnessing the power of Meta’s Lead Ads. Our approach involved crafting a target audience profile that matched the client’s ideal demographic and reallocating the budget from Google Ads to engage prospects on Meta channels more effectively.

The Results

Generated 28 new high-quality leads within a 10-day timeframe.

Achieved a rapid turnaround through strategic pivot.

Secured an ongoing lead generation solution for future property development projects.

Goal achieved for the client: Increased ROI and decreased CPL, generating a long-term, sustainable marketing solution.

Feedback from the Client

“We were amazed at the campaign development and launch. We had a large amount of qualified warm leads coming to us immediately.”

How to help your business with Meta Ads

If you would like help, advice, or guidance on your advertising campaigns through the Meta platforms or elsewhere, our digital marketing experts are happy to help. And why not sign up for a complimentary 45-minute strategy session – obligation-free?

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Free 25 Page eBook

Download the Influencing Your Digital Marketing Metrics ebook

Growth in numbers translates to growth in business, learn about the digital marketing KPI’s that can dramatically boost your business trajectory.

Where to from here?

Book Your Digital Strategy Session

Free 45 Minute Digital Strategy Session

We’ll get in touch with you to arrange a time for your session and gain some initial background on your business needs

What you'll get

Website Audit

A strategic look at your website from the inside and out conducted by one of our senior digital strategist’s

Industry Strategies

An insiders view of what unique strategies work for similar businesses in your industry and how you can capitalise on these learnings

Spy on your competitor’s

A sneak-peak at what your competitors are doing online

Success framework

A digital marketing success framework tailored to your business

Niki Patterson

Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.

Jo McMillan

Business Assist were a pleasure to work with as we developed our new website. They were responsive, considered and always sought to provide us with the best possible product at a competitive price. We are very happy with the website they produced for us and have had a lot of positive comments on it. Business Assist is also great with follow up and ongoing support, should we need it.

Dean Burns

We only launched Rent Busters Perth in November 2018, so it is incredible that Business Assist generated over 500 leads for us in June 2020!  They helped us with our branding, market positioning and have since worked very closely with us on developing new offers, headings and campaigns every month. And most importantly we are signing a record number of deals every month!

Business Assist are more like our business partner than supplier and we heavily rely on their expertise and the results they deliver are extraordinary – I can’t recommend them more highly.

Lisa Bywaters

We’ve been working with Steve and the team at Business Assist since 2010.  With an information dense website it’s vital for us that our visitors find the information they need, when they need it. The BA team understand that people search for information in an organic way, that it’s not a linear process. By using their expertise, we now have a friendly, welcoming website that allows visitors to find the information they need quickly and easily. They were also extremely helpful when we transitioned to our new name and new website – with everything from developing a new website that incorporated consumer and staff feedback, to developing an SEO strategy and Google Ads campaigns that helped us retain our past users and attract new ones. They’re a professional, friendly team that takes the time to get to know the needs of your organisation and your website users.

Tony Raunic

A few years ago Hunt & Hunt Lawyers decided to put more resources into our SEO.  We interviewed a number of contractors who all promised their services would be superior.  We were struck by Steve Foura and his team’s preparedness to invest time in learning about what was distinctive about our business and what we particularly wanted to achieve.

We appointed Business Assist to focus on SEO improvements for aspects of our property team marketing including our compulsory acquisition advisory services.

The results have been outstanding with web-based enquiries growing exponentially and, critically, the right prospective clients contacting us and invariably converting into fee paying clients.

We certainly recommend Business Assist highly for any professional services business looking to better leverage its internet presence.

Ultimately, Hunt & Hunt asked Business Assist to develop a new website for our national legal group and we are very pleased with the results.

We continue to work with Business Assist today across various teams as we derive great value from Steve’s practical layman’s advice on SEO.  Business Assist also understand our business and genuinely seem to go the extra mile to add value.

Robert Thorpe

It felt that our previous digital agency was not very engaged with our business – there was a real disconnect.  With Business Assist we feel like we’re talking to the people who are actually implementing the campaign, or at least have a very good understanding of it.  We believe this is one of the main  reasons we saw results happen straightaway – increased new customer inquiries from Australia and overseas. But the other thing we get is great advice from Business Assist about things we can and can’t do from a Digital Marketing perspective. We trust really these guys. The other thing we’re getting is the changes we’re asking to make or services we’re changing, it happens really fast – there’s nothing like a 2 week period of waiting.

Amanda Greer

We’re a small business but we try and behave like a bigger company and Business Assist help us lift that bar. They have helped us get ahead of our competitors. We have a strategy meeting soon where we will develop a 5 year plan and we look forward to Business Assist’s input and planning what we should be working with them on for the next 5 years.  Business Assist have a  really good personable team and they tailor to us – we really like the flexibility. We’re very strategic in what we do and Business Assist helps us enhance our competitive advantage by reacting to opportunities quickly. Our position, interests and needs are well aligned.

Dave Porter

Business Assist are responsible for our new leads coming in. Increasingly, we are becoming more and more reliant on digital marketing as the other avenues are either too expensive or deliver little or no return. So we are extremely reliant on Business Assist.  And they have delivered for us for many years and continue to do so in 2020 where we keep having all-time record revenue weeks! We also really appreciate the team at Business Assist and I’ve always enjoyed working with a company that we feel as though they are really part of our team. We have a very healthy working relationship.

Karl Zimmerman

Since hiring Business Assist to take over our in-house Digital Marketing management, our Google Adwords spend has gone down by 75-80% and our traffic has increased by over 150%. To see such a massive drop in spend and yet an increase in traffic has to be one of the biggest and most impressive things I have ever seen.

Also, compared to what we were getting before, we see Business Assist basically as a free investment with the high returns and the increase in traffic we are getting. Not only that, each time we face any problems, the team gives us much valued solutions, not just ‘yes, we can fix that’ but also different options to choose from.

Business Assist gave us the ability to trust them with our money compared to the other 3-4 companies we had before them. We now can see where our money is going and the returns for it. They also take the time to explain details to us and make sure we are given regular updates. As we grow as a business, we see us growing with Business Assist.

Brayden Cameron

We have been using the Business Assist team since 2013. Coming from a trade background in Roofing & Roofing maintenance and jumping into Digital for all that is involved is a daunting task. We know everything worth knowing about our own trade and Digital is such an unknown area. In turn we were so hesitant because we felt like we were getting ripped off from previous attempts with other agencies and any requests for information or advice would have an extra charge or a feel like such an up-sell. Upon working with the Business Assist team we have COMPLETE clarity around the following:

  • Cost Vs Conversion (analytics)
  • Competitor analysis
  • Our target market and how to attract them
  • Brand Strategy Marketing
  • Social Media
  • SEO & so much more.

Providing these services should be a given for any Digital company – however we have found that it is not. Providing this whilst maintaining honesty and transparency even educating us along the way, whilst not making us feel like idiots because we didn’t know certain terms throughout the process is the real benefit working with Business Assist. We have meetings every week / fortnight with the team to report on every aspect of the business on a digital front. We feel the Business Assist team is an extension of our 40 + family. I think we are really fortunate we found a company that propelled us to grow from 2 staff to 40+ in 7 years – they know our company as if it was their own!