ComFree Realty: Fixing Online Ads with Expert Digital Marketing Expertise
50% lost lead recovery in one month
Top Draw audited and optimized ComFree’s online ads, helping them recover lost leads after a rebrand.
Summary
- After a rebrand, ComFree’s ad performance dropped sharply, reducing their lead intake.
- By making some strategic adjustments to their advertising set-up, and providing content recommendations, Top Draw was able to get them back to 50% of their original position within the month.
Challenge
ComFree (formerly Homefree) is an innovative real estate brokerage dedicated to empowering homeowners to sell their homes on their own terms, saving thousands in realtor commissions.
In October 2024, ComFree made a big change: they changed their company name and website domain from Homefree to ComFree. Before this change, their Pay-Per-Click (PPC) advertising campaigns, managed by a freelance specialist, were consistently generating a steady volume of leads (potential customers).
However, right after this change, ComFree experienced a sharp and concerning decline in leads from their PPC ads. Even though they didn’t change the ad campaigns, the performance completely crashed. Because of this serious drop, ComFree reached out to Top Draw for urgent help to figure out and fix the problem.
Solution
After an audit of ComFree’s Google Ads account, the Top Draw team quickly found the main problems. Their goal was to get ComFree’s ads working well again- fast! – and make sure ComFree was ready for the busy Spring and Summer home-selling season.
- Fixed Conversion Tracking: The most important step was fixing how they tracked leads (event tracking). When tracking is broken, you can’t tell if your ads are working! By fixing this, Top Draw made sure ComFree could accurately see how well their ads were doing and make informed decisions based on ad performance.
- Optimized Conversation Strategy: Top Draw correctly set up how valuable each action (like a lead) was, making sure ComFree’s main business goals were the priority. Then, they changed how they bid for ads to match these goals, which helped ComFree get the most out of the money they spent on ads.
- SEO Research and Keyword Improvement: Top Draw meticulously reviewed and removed duplicate keywords within the campaigns. This critical step prevented keywords from competing against each other (cannibalization), wasting money. By fixing this, ads became more efficient and their budget was spent on the best keywords.
- Campaign Optimization for Seasonal Shifts: Beyond these quick fixes, the Top Draw team kept improving the ad campaigns all through the winter. This proactive approach made sure ComFree’s PPC ads were not only back to normal but also perfectly tuned and ready to perform their best for the busy Spring and Summer real estate times.
The Results
Following Top Draw’s quick and strategic optimizations, ComFree saw an immediate and significant improvement in their Google PPC ad performance.
Within the month, the number of leads generated through PPC ads increased by a remarkable 50% compared to their low point just a couple of months prior. This swift recovery ensured ComFree was back on track with generating leads, demonstrating Top Draw’s confident and professional approach to problem-solving. Top Draw’s work empowered ComFree to quickly get back to helping homeowners sell their homes successfully.
Impact
Top Draw’s swift and data-based, strategic intervention transformed a serious drop in new potential customers into a story of rapid recovery and renewed success for ComFree. By expertly finding and repairing complicated PPC problems, Top Draw was able to set them up for success ahead of their busy spring/summer season.
This partnership empowered ComFree to continue their mission of helping homeowners save money and gain control, solidifying their position as a trusted and effective leader in commission-free real estate.