Industry
- Construction
Article Tags
- Google Ads
- Meta Ads
- SEO
A custom growth strategy for our Brisbane custom home builder client.
McCarthy Homes is a custom home builder based in South East Queensland. They specialise in luxury homes tailored to their clients’ lifestyle and needs.
Over the past 20 years in business, McCarthy has earned a reputation for attention to detail that has made them Brisbane’s go-to builder for custom homes.
RESULTS OVERVIEW
51
keywords in position #1
324%
Increase in organic traffic
60%
Increase in monthly leads
The Details • The Details • The Details • The Details
McCarthy Homes was having limited success generating leads on their own. They wanted to create a sustainable flow of new customers, while also increasing the quality of each lead.
The Client’s Goals
- Increase the number of new leads
- Increase the quality of new leads
- Ensure new leads are within McCarthy’s operational area
Our Challenges
- McCarthy Homes offers a premium product with niche appeal
- Inflation has weakened consumer confidence and reduced the pool of potential leads
- The closure of display homes reduced the number of marketing tools available to the McCarthy sales team
- Industry upheaval means that marketing campaigns require constant monitoring and updates
The Strategy • The Strategy • The Strategy • The Strategy
Gordon Digital designed an SEO and Meta Ads strategy to help McCarthy Homes increase the quantity and quality of leads.
Project Overview
Campaign Reporting Period
The strategy is based around SEO content updates that better isolate the target keywords, especially in the custom home building space. We also implemented a backlink strategy to improve authority and maximise our onpage SEO work.
Our Meta Ads strategy used data from the previous quarter to isolate the ads that were contributing the highest quality traffic. The updated campaign was optimised towards these ads, and leads were directed to a questionnaire tool to collect more information.
This led to an increase in lead volume and quality, despite a decrease in account-level vanity metrics.
Services Used
SEO
A tailored Search Engine Optimisation strategy is the key to outranking your competitors on Google and providing a clear journey to your engaging with your business. Whether its leads or sales you are after, our SEO strategy is aimed to help you achieve your business goals.
Social Media Advertising
By leveraging a creative first approach, we ensure that your ads reach the right people at the right time. Our team crafts engaging creative and persuasive copy that not only stops the scroll but also drives meaningful interactions, turning social media viewers into active customers.
The Outcome • The Outcome • The Outcome • The Outcome
The biggest win is that we’ve implemented organic and paid strategies to deliver a steady stream of new leads.
Results Overview
51
keywords in position #1
Improved organic visibility – Our SEO strategy led to a dramatic increase in McCarthy’s visibility in organic Google searches. We improved website rankings across the board, but the highlight was pushing 7 new keywords to the #1 position, as well as getting 11 high-intent keywords to the first page. Improved keyword targeting – One of the major goals for this client was to increase the quality of each lead. By focusing our SEO campaign on high-intent keywords, we were able to achieve better alignment between inbound leads and McCarthy’s goals.
324%
Increase in organic traffic
The improvement in keyword rankings led to a 324% increase in organic website traffic. This traffic comes from high-intent keywords that focus on McCarthy’s primary service offerings.
60%
Increase in monthly leads
Increased quantity of leads – Refining our Meta Ads strategy to suit the industry’s challenges led to a 59.09% increase in the number of leads per month. Increased quality of leads – We designed a questionnaire to help qualify leads coming through our Meta Ads campaign. The questionnaire provides insight into the customer’s home building journey, and ensures they’re invested in McCarthy’s premium service. Reduced cost per lead – While our Meta Ads campaign decreased vanity metrics, it led to a 35.71% decrease in cost per lead.
Our McCarthy Homes SEO and Meta Ads campaigns are an ongoing effort.
While it has been challenging to keep up with interest rate rises and a changing industry, we’re proud of everything we’ve achieved so far.
The biggest win is that we’ve implemented organic and paid strategies to deliver a steady stream of new leads. That was always the goal, and it’s the key to supporting McCarthy through the uncertainty in the home-building industry.