CrestPoint Realty: How We Achieved 5.2X ROAS, Reduced Cost Per Lead by 43%, and Grew Qualified Property Leads by 268%

PPC Advertising Case Study

A full-funnel Google Ads and Meta Ads strategy that helped a commercial and residential real estate agency generate a consistent pipeline of high-quality buyer and seller leads at a lower cost.

5.2X Return on Ad Spend (ROAS)

43% Lower Cost Per Lead

268% Increase in Qualified Property Leads

How We Got the Client

CrestPoint Realty came to us through a referral from a property developer we had previously worked with on lead generation campaigns. Their sales director mentioned they were generating leads through Google Ads but the quality was inconsistent, with a large portion of inquiries coming from unqualified contacts who were not ready to buy, sell, or invest.

We offered a free audit of their existing campaigns and identified several structural problems: no separation between buyer and seller campaigns, lead forms collecting too little qualifying information, and no retargeting strategy for the large volume of property listing page visitors who were leaving without making an inquiry. That audit became the foundation of the engagement proposal they accepted.

What We Ensure in the Client Meeting

Before starting any paid advertising project for a real estate business, we run a structured onboarding meeting to align on lead quality standards, budget expectations, and measurement. For CrestPoint Realty, this meeting covered:

• ✓ Defining exactly what a qualified lead looks like: budget range, property type, timeline to transact
• ✓ Full access review: Google Ads, Meta Ads, website, and CRM lead tracking
• ✓ Separating buyer, seller, commercial, and residential campaign priorities
• ✓ Understanding the geographic areas and property price points to prioritize
• ✓ Setting up call and form tracking to connect every inquiry back to a specific campaign
• ✓ Agreeing that success would be measured in qualified property inquiries, not raw lead volume

For real estate especially, lead quality matters more than lead volume. A high volume of unqualified inquiries wastes agent time and inflates cost per acquisition without moving any property. Getting this definition agreed upfront shaped every campaign and targeting decision that followed.

Project Overview

CrestPoint Realty is a commercial and residential real estate agency handling property sales, purchases, and investment inquiries across their target market. The agency had experienced agents, a strong local reputation, and an active property portfolio, but their paid advertising was generating inconsistent, low-quality leads that rarely converted into completed transactions.

The goal of the project was to rebuild paid advertising across Google and Meta so that budget was consistently generating qualified buyer and seller inquiries, with clear tracking connecting every lead back to the campaign that produced it.

Before Performance: Where They Started

Here is a snapshot of CrestPoint Realty’s paid advertising performance in the month before we began working together, covering their entire Google Ads and Meta Ads account rather than any single campaign.

1.6X Return on Ad Spend (ROAS)

High Cost Per Lead (Mostly Unqualified)

1X Qualified Property Leads Baseline (Index)

At this stage, CrestPoint’s campaigns were generating a stream of inquiries but most were not sales-ready. Buyer and seller campaigns shared the same budget and targeting, landing pages sent all paid traffic to the same generic contact form, and there was no retargeting in place to follow up with visitors who had browsed property listings without making an inquiry.

The Challenge

Before working together, CrestPoint Realty faced a set of problems common to real estate agencies running paid advertising without specialist management:

• ✓ Buyer and seller leads mixed in the same campaigns, making optimization impossible
• ✓ Generic contact forms collecting no qualifying information, letting unqualified leads through
• ✓ No retargeting campaigns to convert property listing visitors who did not inquire on the first visit
• ✓ Meta campaigns with broad audience targeting and no segmentation by buyer intent or property interest
• ✓ No conversion or call tracking, so agent time was wasted on leads that could not be attributed to any source

Our Strategy

We rebuilt CrestPoint’s paid advertising across Google and Meta with lead quality as the primary objective, not raw inquiry volume.

• ✓ Google Search & Performance Max Campaigns
• ✓ Meta Lead Generation Campaigns
• ✓ Landing Page & Form Optimization
• ✓ Audience Segmentation & Retargeting
• ✓ Conversion & Call Tracking Setup
• ✓ Monthly Campaign Optimization & Reporting

1. Google Search & Performance Max Campaigns

We rebuilt the Google Ads account with separate campaigns for buyers, sellers, commercial inquiries, and residential listings, each with dedicated budgets, keyword sets, and ad copy. Performance Max campaigns were layered on top to capture additional demand across Google’s full inventory with tightly controlled asset groups.

2. Meta Lead Generation Campaigns

We restructured Meta campaigns into a full-funnel approach, with prospecting campaigns targeting lookalike audiences built from CrestPoint’s existing qualified buyer and seller database, and retargeting campaigns serving property-specific ads to visitors who had browsed listings without making an inquiry.

3. Landing Page & Form Optimization

We built dedicated landing pages for each campaign type, with pre-qualifying questions added to inquiry forms so that only genuinely interested buyers and sellers made it into the CRM, saving agent time and improving the overall quality of the pipeline.

4. Audience Segmentation & Retargeting

We segmented audiences by behavior and property interest, serving highly relevant retargeting ads to visitors who had viewed specific property types or price ranges, keeping CrestPoint front of mind during the longer consideration period typical of property decisions.

5. Conversion & Call Tracking Setup

We implemented full conversion and call tracking so every inquiry, whether submitted via form or made by phone, was attributed back to the specific campaign, ad, and keyword that generated it, giving CrestPoint complete visibility into what their ad spend was producing.

6. Monthly Campaign Optimization & Reporting

Every month, CrestPoint received a clear report covering ROAS, cost per qualified lead, inquiry volume by campaign and property type, and budget pacing, with specific optimization actions taken based on the previous month’s data.

The Results: Before vs After

Within the engagement period, CrestPoint Realty saw significant, measurable improvement across their entire paid advertising account. Here is the direct before and after comparison.

Metric (Account-Wide)	Before	After	Change
Return on Ad Spend (ROAS)	1.6X	5.2X	3.6X improvement
Cost Per Lead	Baseline	43% lower	43% reduction
Qualified Property Leads	1X	3.68X	268% increase

“We were getting leads before, but our agents were spending most of their time chasing contacts who were not serious. Now the leads coming through are genuinely qualified, our cost per inquiry has dropped, and we are closing more transactions as a result.” — CrestPoint Realty

Key Takeaway

CrestPoint’s transformation came from shifting the focus from lead volume to lead quality: separating buyer and seller campaigns, adding pre-qualifying steps to inquiry forms, building a proper retargeting funnel for property listing visitors, and implementing tracking that gave the team full visibility into what their ad spend was producing. For real estate agencies, this is what turns a paid advertising budget from an inconsistent lead source into a predictable pipeline of qualified property inquiries.