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Case study — Real Estate

# Pinnacle Realty: the build that paid for itself.

Google Ads rework from structure up: intent-tiered campaigns, suburb-level landing pages and call tracking that finally told the truth about what worked.

Digital Marketing Digital Marketing 2025

Fig. 01 — Digital Marketing Melbourne, Australia

Client
  Pinnacle Realty
Year
  2025
Industry
  Real Estate
Location
  Melbourne, Australia

01

The challenge

The funnel leaked after the click: strong creative, decent CTR, then a landing page built in 2021 converting at a third of benchmark with nobody owning the gap.

Agency and client each assumed the other was watching. Neither was. Budget kept moving.

02

The approach

We mapped the full funnel and priced every leak: impression to click, click to action, action to repeat purchase. Interventions went where the dollars were biggest, not where they were easiest.

Landing infrastructure moved to fast, testable pages with clear experiment rules — one variable, traffic thresholds, decision dates. Campaigns now land on surfaces built to convert.

Lifecycle flows shipped in revenue order: abandonment, post-purchase, replenishment, winback — with suppressions so customers hear a person, not a trigger.

- Quarterly creative and audience strategy refresh
- Creative testing system with a running experiment backlog
- Landing pages engineered for speed and split-testing
- Weekly decision-driven reporting (no metric museums)

03

The results

R—01 Cost per qualified lead -57% Headline outcome
R—02 +67% Direct vs marketplace mix
R—03 4.1x Blended return on ad spend
R—04 -43% Cost per acquisition

> They cut our spend by a third and grew revenue in the same quarter. I still don't fully understand how, but the dashboard shows exactly where.James Callahan — CEO, Pinnacle Realty

04

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