How We Delivered a 5x Improvement in Cost Per Lead
Homestead Pensacola is a high end residential community located in Florida. They were investing into paid searches, but were not seeing their desired returns as leads were coming in, but at a high cost, and their conconversions were not consistent. They came to us here at CausalFunnel in order to get a performance focused solution, and thanks to our AI backed PPC management services, we were able to deliver a 5x improvement in cost per lead. This led to a dramatic reduction in spend while improving the quality of lead that Homestead Pensacola saw.
Background & Problem
Before coming to CausalFunnel, Homestead Pensacola was having issues with the efficiency of their Google Ads campaigns. While they were getting impressions and clicks, the actual amount of leads that were turning into tours or sales were much smaller than expected for the price they were paying. Their cost per lead was unsustainable, making it impossible to scale the campaign in order to grow their business. Without a Google Ads competitor analysis they were left to react to performances rather than proactively optimize their campaigns.
The key point is that their issue wasn’t overspending, it was that they were not bidding strategically. The campaigns were missing advanced bid strategies in Google Ads, as they were relying on broad match keywords and manual bidding instead. Homestead Pensacola was not using automated or behavior based targeting. Most importantly, they were not evaluating what their competitors were bidding on and ranking for. Without a reliable and consistent Google Ads competitor analysis tool, they were able to protect their ad position in the competitive real estate market.
Case Study
When Homestead Pensacola came to us here at CausalFunnel, our team began by auditing all of their campaigns and landing pages. By using advanced Google Ads competitors analysis tools, we were able to understand where Homestead Pensacola was being outbid and outperformed. Our team was able to identify underperforming keywords, wasted spend and ad copy gaps in order to decide where to start. From that we were able to rebuild Homestead Pensacola’s campaigns with local and buyer intent driven keywords which narrowed down the target in order to lower CPCs while increasing ready to purchase traffic.
After that, we implemented our AI-drive bid strategies for Google Ads that were altered to each campaign type : competitor, remarketing, or branding. Our platform is able to adjust bids in real time based on time of day, competitive activity and audience behaviour. These strategies were implemented not only to save money, but to attract higher quality leads while spending less.
How CausalFunnel’s AI Fixed the Problem
Our AI was able to tackle Homestead Pensacola’s issues by consistently monitoring campaign performance and adjusting any issues in real time. These issues could be anything from ad rank to changing keyword cost trends, but are essential to stay on top of. This is different from standard PPC management services that typically rely on semi-frequent manual adjustments. Our system is run on micro optimizations that are able to eliminate underperforming segments while pushing the ones that work.
Then, we began to rewrite their copy ad in order to match high intent queries and edited landing pages to match specific search intents. Our Google Ads campaigns were scoring higher in terms of quality, CPC’s went down and ad rank improved. This resulted in stronger click through rates, more visibility and better lead to tour conversion rates.
As a result, Homestead Pensacola saw a 5x improvement in cost per lead leading to a decrease in total spend while increasing leads. This Google Ads case study has shown that AI systems matched with competitor insight can completely transform ad performance. Homestead Pensacola went from ineffective spending to result driven strategies that can be scaled.
Conclusion
In a high stakes market like real estate, paid campaigns can become expensive and ineffective quickly when you don’t have the right tools. Homestead Pensacola’s story highlights the need for PPC management services that are smart and adaptive. Thanks to our CausalFunnel AI’s data driven strategies and competitive insight we were able to reduce costs while setting them up for scalable growth.
Below are the cost and return numbers before Causalfunnel optimization (Jan 1 2024 to March 26 2024):
Below are the cost and return numbers after Causalfunnel optimization (Jan 1 2025 to March 26 2025):
