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Google Ads Management · Case Study

Real Estate Lead Generation — US Campaigns

Client:  Fieldnotes AI
Industry:  Real Estate (US)
Duration:  Ongoing
Markets:  6 US States
Google Ads Lead Generation Lead Form Campaigns Real Estate Search Campaigns
60
Real estate agents signed up
−61%
Reduction in cost per lead
5%+
Click-through rate
14.8%
Conversion rate

Overview

Turning ad spend into a reliable lead pipeline

Fieldnotes AI worked with real estate agents, and my role was not to advertise Fieldnotes itself. I built the paid search system used to generate leads for their agent clients, starting with no established Google Ads structure, no historical performance data, and no reliable tracking baseline.

The goal was to create a repeatable blueprint for real estate lead generation using Google Ads Search, paired with focused landing pages, conversion tracking, and reporting that could scale across multiple US markets.

My Role

What I was responsible for

  • Set up and configured Google Ads campaigns across multiple business verticals, including Real Estate, Legal, Pet Services, Home Improvement, and Healthcare.
  • Optimised bidding strategies to improve performance and maximise return on investment.
  • Monitored and managed campaign budgets to keep spend efficient and aligned with client goals.
  • Analysed campaign performance data to find growth opportunities and make data-driven optimisations.
  • Generated performance reports with key insights and actionable recommendations.
  • Built and optimised landing pages to improve conversion rate and user experience.
  • Implemented conversion tracking to measure campaign success and improve attribution accuracy.
  • Designed and maintained client dashboards for transparent, real-time performance reporting.

The Approach

Setup to optimisation — end to end

Starting from a blank account, I created a practical acquisition framework that could be reused across client campaigns. The system covered campaign setup, landing page strategy, tracking, budget control, bid management, and performance reporting so decisions could be made from real conversion data.

1
Account & Campaign Architecture
Set up and configured Google Ads Search campaigns across multiple markets and campaign types, using a clear structure by state, service intent, and audience need. This created a repeatable blueprint that could be adapted for real estate lead gen while keeping spend focused and performance easy to manage.
2
Landing Pages & Conversion Paths
Designed landing pages aligned to search intent so agent clients had a clearer path from click to enquiry. Page structure, messaging, and form flow were built to improve conversion rate and user experience rather than sending traffic to a generic destination.
3
Ad Copy & Search Blueprint
Built the keyword and messaging blueprint for lead generation campaigns, mapping search intent to ad copy and landing page offers. Responsive search ads were tested by pain point, service angle, and local intent so winning combinations could be scaled across accounts.
4
Bidding, Budgets & Optimisation
Optimised bidding strategies and managed budgets based on lead quality, conversion rate, and cost efficiency. Spend was continuously reallocated toward stronger markets and campaigns to maximise ROI while keeping delivery aligned with each client's goals.
5
Tracking, Reporting & Dashboards
Implemented conversion tracking to measure campaign success accurately, then built reporting dashboards that gave clients transparent visibility into performance. Regular analysis and reporting highlighted what was working, where growth opportunities existed, and what actions to take next.

Before & After

Month 1 launch vs. Month 3 optimised

The first 30 days were used to establish clean baselines for search traffic, landing page performance, and conversion quality. By month 3, bidding, budgets, tracking, search terms, and landing page experience had been refined enough to scale the stronger lead generation patterns with confidence.

Month 1 — Launch
Agents signed up
10
Cost per lead
$48.20
Click-through rate
2.4%
Landing page conversion rate
5.8%
Wasted spend (irrelevant terms)
~34%
Bid strategy: Manual CPC · Negatives: minimal · Ad variants: 2
Month 3 — Optimised
Agents signed up
60
Cost per lead
$18.70
Click-through rate
5.1%
Landing page conversion rate
14.8%
Wasted spend (irrelevant terms)
~7%
Bid strategy: Target CPA · Negatives: 180+ terms · Ad variants: 6 tested, 2 scaled
Agent sign-ups — 90-day ramp
10
Month 1
34
Month 2
60
Month 3
Launch / Manual CPC Transition to Target CPA Optimised

Results

What was delivered in 90 days

60
Real estate agents signed up to the service
−61%
Cost per lead — from $48.20 at launch to $18.70
+500%
Sign-up growth — from 10 agents to 60 agents
5.1%
CTR — more than 5% after optimisation
14.8%
Conversion rate at peak optimisation
6
US markets managed with independent budgets, bidding, and CPL targets
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