Canvas

**Overall, 50 leads were achieved at a $160 CPL this fortnight, which is fairly consistent to last period, seeing a slight drop in social and portals. **

Google

Search had a very strong fortnight, with leads going from 6 to 14!
This sits at a strong $90 CPL, decreasing from $180 last fortnight.
Unlike usual, we saw the best results coming from our competitor terms, and most notably from 'Austral Estate', receiving 4 leads this fortnight, at a $65 CPL!
Interestingly, we haven't seen any particular spike in impressions of traffic from Austral Estate this fortnight.
Generic terms continued to perform well, with 10 leads (6 last fortnight), at a $90 CPL.
DemandGen traffic dropped by 40% FoF, caused by a 20% decrease in spend and a 20% drop in CTR.
As a result, leads decreased in the same proportions, going from 16 to 10.
This sits at a $150 CPL, which compares to a $115 last period.
DemandGen CPL is on par with Meta this fortnight.

Social

After an increase in leads last fortnight, it came back down to the same level as the period prior, with 22 (29 last fortnight).
This sits at a $150 CPL, compared to $130 last fortnight.
Notably, in the last report we called out stories performing at the highest CPL after shifting more spend towards these assets.
This period we saw the same trend again, with story assets receiving 6 leads at a $220 CPL.
This compares to 16 leads at a $125 CPL for statics.
Therefore, we've reverted the budget changes we've made, reallocating more towards standard assets.
In terms of targeting, our Sydney CBD audience has performed best, with 3 leads at a $110 CPL.
Lookalikes have also continued to perform well, with 15 leads at a $130 CPL - we've made some adjustments accordingly.
On May 19th, we paused the Green Frame static, to give more room for the Carousel to spend, which was performing at the best CPL but had a limited spend allocated by Meta.
This fortnight, we saw the best results from the Carousel, with 16 leads at a $110 CPL!

Portals

REA native ads received 4 leads this fortnight.
This compares to 6 last period.

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**Overall, we saw a 20% decrease in leads this fortnight, mainly coming from Google, going from 46 to 30 leads this week. **

On top of that, another 15 leads came through on the website, not directly attributed to paid media.

Google

As mentioned in the last report, we decreased bids from generic, to make sure we stay in line with pacing.
As a result, we saw a 70% decrease in spend with a 50% decrease in traffic, as we have been able to attract cheaper traffic.
On top of that, we saw a 80% drop in conversion rate this fortnight, with leads going from 9 to 1.
All leads were achieved from generic terms last period, which only received 1 lead this fortnight.
We suspect that the upcoming elections may be influencing behaviour and contributing to the lower performance across the board. We’ll continue to monitor this trend closely in the coming weeks.
On April 10th, we've upweighted the Demand Gen budget, given its strong performance since the start.
As a result, spend increased by 50% FoF with traffic increasing by 30%.
Unfortunately though, leads went from 37 to 29 this fortnight.
This sits at a $50 CPL - which is still much more cost effective than search and social.
On April 15th, we updated the ads to include the 5% deposit callout.
Since then, 9 leads were achieved at a $60 CPL - we will keep an eye on it and revert back to the previous ads if this continues.

Social

On April 10th, we shifted some spend out of Meta to reallocate to Demand Gen.
As a result, spend and traffic decreased by 30% FoF.
Positively though, leads only decreased by 15%, going from 33 to 28!
Because of that, we saw CPL decreasing from $130 to $110.
Stories performed best this fortnight, with 11 leads at a $90 CPL.
This compares to 17 leads at a $130 CPL for standard assets.
Last fortnight, we mentioned the Lookalikes' CPL increasing after allocating more budget to that audience.
This period, they've performed best, receiving 22 leads at a $80 CPL!
In terms of creatives, we introduced the new Deposit ads on April 15th.
Since then, they've achieved 15 leads at a $100 CPL.
This compares to 13 leads at a $110 CPL for the non-deposit ads.
Within the new ads, we saw the Green frame static achieving the best results, with 8 leads at a $100 CPL.

Portals

Native leads went from 2 to 7 this fortnight!
CPL decreased by 70%, from $730 to $200!
Notably, this comes after updating the copy to include the 5% deposit callout.

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Google

This fortnight was the first full period with the budget upweight.
As such, we've seen spend increasing by 70%.
Traffic increased in slightly lower proportions, by 50%, off the back of us pushing bids for generic terms, having room in our budget.
As usual, those terms contributed to the majority of the traffic, by 90%.
We've also pushed bids on our competitor campaign, which was introduced on March 1st.
Competitors contributed 50 clicks to the website, mainly coming from Austral Estate, with 49 clicks, also receiving 1 click from The Groves.
10 leads were achieved this fortnight, all coming from generic terms, which is fairly consistent to last period with 12.
Demand Gen continued to perform strongly, receiving 38 leads at a $22 CPL!
The campaign has also contributed to a high click volume, just under $2k during the period, at a $0.48 CPC.
To compare, Meta ads performed at a $3.20 CPC for about the same amount of clicks during the period.
Given the lower CPC and CPL, we might consider reallocating some spend from Meta to Demand Gen, pending feedback on quality of these leads.

Social

Similarly to search, spend increased by 40% FoF.
Results have remained strong following last week's spike, receiving 40 leads at a strong $100 CPL.
This compares to 39 leads at a $80 CPL.
Story assets performed slightly better than non-story, with 13 leads at a $100 CPL.
This compares to 27 leads at a $110 CPL for non-story.
Looking at targeting, our Lookalike audience has performed best in both story and non-story campaigns, sitting at $65 and $95 CPL respectively - we've made some budget adjustments accordingly.
In terms of creatives, the Carousel has performed best in both story ($90 CPL) and non-story ($100 CPL).
Interestingly, the Aerial video, which usually achieves the strongest results, received the highest CPL of $220 - given that this is not a trend we typically see, we will hold off on making adjustments, but we'll keep an eye on it and pause if this continues.
Looking at copy, the new copy 'Paint Your Story' introduced on 6th performed at the highest CPL of $250.
This compares to a $200 for the investors focussed copy and a strong $90 for the property intenders copy.
We've paused the investor copy, which has been running since the end of Jan.
We will keep an eye on the new copy, and will pause if results don't improve.

Portals

REA native ads received 12 leads this fortnight (11 last fortnight).
Notably, the Austral targeting received the most, with 5.

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Canvas

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