Industry: Property
Solutions: PPC, Paid Social

About the client.

DM Hall, a renowned chartered surveyor firm with 26 offices across Scotland and a history spanning 127 years, sought to enhance its digital marketing initiatives. They aimed to streamline home sale transactions in Scotland by promoting their presale survey, known as a home report, and Energy Performance Certificate (EPC) services.

The must-know stuff

  • 1000 leads generated in Q4 2022 – a 26% increase from Q3 2022.
  • Social Ads CTR increased from less than 1% (Q3 2022) to 3%+ (Q3 2023).
  • Maintained a cost per lead under £50, ensuring a strong return on investment.
  • 1000

    Leads

  • £50

    CPL under

  • 3%

    CTR

Goals.

The primary goal was to generate monthly leads from search and social campaigns.

Challenges.

DM Hall’s challenges included standing out in a competitive market, where homeowners typically rely on estate agent referrals. They also faced the task of countering low-cost competitors offering similar services while adapting to changes in the search platform quality scores.

Solutions.

The campaign employed a comprehensive approach, integrating search and social strategies to effectively engage the target audience. The search campaign focused on promoting home survey reports and EPC services, while Facebook Smart Ads supported brand awareness and lead generation. The client’s television ads complemented online efforts. Social media, particularly Facebook and Instagram, strategically targeted individuals involved in property transactions, with special emphasis on locations with lower-converting markets for the client, requiring significant social ad reinforcement.

To address challenges like competitive landscapes and the absence of age-specific targeting on Google, the team utilised MOSAIC profiling and audience segmentation, creating lookalike audiences to enhance campaign success. Tailored text ads were crafted for the 35+ age group, resonating with the audience, while the EPC services strategy targeted landlords needing to showcase energy efficiency. Regular optimisations were conducted to maintain campaign efficacy, balancing impression share and cost per lead effectively.


LOCALiQ Success Story ImageLOCALiQ Success Story ImageLOCALiQ Success Story ImageLOCALiQ Success Story Image



Results.

The campaign observed significant results:

  • 1000 leads generated in Q4 2022 – a 26% increase from Q3 2022.
  • Social Ads CTR increased from less than 1% (Q3 2022) to 3%+ (Q3 2023).
  • Maintained a cost per lead under £50, ensuring a strong return on investment.

 

Don’t take our word for it…. Here’s what our client had to say:

The team at LOCALiQ work in partnership with the marketing team at DM Hall, and partner agencies, to provide an integrated approach to a long running PPC campaign. While a substantial investment, the campaign provides great value, year-round. The day-to-day account management from Kyle Knight and Rob Graham is second to none.

 

Caroline Wayte,

Marketing Manager of DM Hall

Proven results.

We’re dedicated to helping local businesses succeed.

Increase in conversions

466%

Online conversions

3,641


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