A national ad account rebuilt for control, and a 21% lower cost per lead.

First National Real Estate wanted to scale their Google Ads and bring in more leads at a lower cost per lead. The complication was structural. First National runs as a national network of offices, split across states, each with its own market to serve and its own budget to answer for. Any plan had to work for the network and the individual office at the same time.

We started with a full audit of the Google Ads account. The structure was carrying multiple inefficiencies, but the bigger problem was control. The way the account was built, budget delivery couldn't be steered across campaigns or offices, so spend couldn't be shifted to what was working or pulled back from what wasn't. We rebuilt the account structure so budget and delivery could be controlled at both the network and the office level, re-optimised the landing pages behind the campaigns, and took the new setup live.

Within six months, cost per lead was down 21%. Lead quality improved alongside it, and the offices were noticeably more positive about what the campaigns were returning. The same structure now lets budget move to where it performs, so the network can scale without losing control at the office level.