**Paid Search: **
- We have seen an overall significant increase in leads this fortnight to 66 from 39 with a strong improvement in the CPL at $95 (We have seen this continue to decrease closer to the benchmark of $66 CPL).
- Performance Max alone managed a $36 CPL and converted 16 leads.
- Alkyra has also being a standout improvement following previous optimisations, with leads improving from 1 to 8 resulting in the CPL dropping to $77
- Ardennes also lept in leads from 2 to 12 at a CPL of $51 following an improvement in CPC bids towards converting location keywords.
- **Ravenswood, Sophia Waters & The Groves **has driven little to no leads in the last fortnight however we have seen traffic levels on par with remaining estates that have performed well.
- The remaining projects either maintained or had small improvements FoF.
**Search Optimisations: **
- Across Ravenswood, Sophia Waters & The Groves as traffic is present, we have increased bids to assist in driving conversions.
- We have increased the Performance Max budget split to allow for more spend due to strong lead volumes here.
Social:
- Social overall saw leads increase by 57%, improving from 117 to 205 at a CPL of $52 (Exceeding the benchmark of $74).
- From the recent budget splits between LF/Web campaigns we have seen most of the lead volume come from LF campaigns alone which has also improved our CPL’s across most estates.
- Compared to the previous period, we have seen leads double across** The Groves, Ravenswood, Sophia Waters **and Allam Corp with The Groves achieving the best CPL at $23.
- Madison Rise and Monterey maintained their previous lead counts at 9 and 5, respectively. However Monterey has an expensive CPL at $208 this may be due to creative fatigue.
- Overall it is important to note that no estates saw a drop in leads which is fantastic!
- Creatively, Sophia Waters ‘Lake View’ drove the highest leads this week at 17. The recently added carousels managed to convert a collective 38 leads across all estates with a CPL of $34.
**Social Optimisations: **
- To improve the **Monterey **CPL, we recommend including new static imagery into the mix as the BAU creative has been running for 6 months (Except for when we switch to Promotional creative).
- Current budget splits for LF and Web conversion sit at approximately 85% LF and 15% Conversion. This fortnight, Web conversion campaigns managed 2 leads so we recommend turning to LF with 100% of the budget.
- _However if website traffic is important we can leave this as is. _
**Portals: **
- Compared to last fortnight, the lead volume has remained consistent at 67.
- Across REA this past week, we switched over to Native Lead Form and with that we saw an overall influx in leads at 16 with a CPL of $98.
- Stand out Native Lead Form performers are both The Groves and Redgum Rise each converting 4 leads and a CPL of $70.25
- **Monterey **overall saw the largest increase in leads this could be attributed to the REA Native Lead Form update combined with the Villages Enquiry Booster which is running for the full month of February.
- Traffic is slow across Nakuru as it converted only 1 lead however clicks were strong at 1,469.
- Downsizing maintained its consistent, cost effective, low CPL.
Portal Optimisations
- Native Lead Form volume has improved lead volume so we suggest keeping this in play.
- We will keep a close eye on Nakuru REA PP as leads have dropped, if this continues we will investigate further.
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