Marketing Toolbox & EweMove Goole & Selby
Quadrupling high‑value conversions in just eight weeks
1. Client snapshot
- Business: EweMove Goole & Selby – hybrid estate‑agency franchise covering East Yorkshire & North Yorkshire
- Sector: Residential sales & lettings
- Markets served: Goole, Howden, Selby and surrounding villages
- Engagement: PPC management (Google Ads) by Marketing Toolbox, led by Alex
- Period analysed: February – April 2025 (first eight weeks)
2. The challenge
After launching in late 2023, the branch partnered with a large national PPC agency. Spend was consistent, but ad performance plateaued: plenty of “window‑shopper” traffic, not enough vendor or landlord enquiries that turn into revenue.
The brief when switching to Marketing Toolbox was clear:
“Deliver more transaction‑ready leads even if overall lead volume falls.”
3. Strategy & execution
| Focus area | Key actions implemented | Why it mattered |
|---|---|---|
| Granular geo‑targeting | Broke campaigns down by micro‑locations (postcodes DN14, YO8, YO42) and applied bid modifiers based on historic completion data. | Cut wasted spend on out‑of‑patch clicks; prioritised high‑yield streets and villages. |
| Intent‑based keyword rebuild | Replaced broad/modified‑broad terms with tightly themed phrase & exact‑match ad groups (e.g. “sell my house goole”, “valuation selby”) plus 500+ negatives. | Filtered out low‑intent searchers; lifted Quality Score from 5.8 ➜ 8.2. |
| Ad‑copy overhaul | Introduced USP‑driven RSAs: “No‑Sale‑No‑Fee”, “Rated 4.9★ on Trustpilot”, “Local expert lives in Goole”. Used dynamic location insertion & countdown for urgency. | CTR jumped 44 %; higher ad relevance lowered CPCs. |
| Conversion architecture | Built a single‑page valuation funnel (Calendly‑integrated) and reinstated enhanced conversion tracking via Google Tag Manager & GA4. | Captured commitment on the first visit; enabled data‑driven bid strategies. |
| Smart bidding with first‑party data | Switched from tCPA to Maximise conversions with DDA once signal density improved; layered in offline conversion imports (instruction signed). | Algorithm optimised towards genuine completions, not just form fills. |
4. Results after eight weeks
| KPI | Before (Oct – Dec 2024 avg.) | After (Feb – Apr 2025 avg.) | Δ |
|---|---|---|---|
| Monthly ad spend | £X,XXX | £X,XXX | unchanged |
| Total conversions | 25 | 100 | +300 % |
| Transaction‑grade leads* | 6 | 24 | +300 % |
| Cost per conversion | £80 | £20 | ‑75 % |
| Conversion rate | 4.1 % | 15.9 % | +288 % |
*Valuation requests or book‑a‑viewing forms that proceeded to instruction/offer stage.
5. Words from the client
“I would estimate that for the same spend each month, my conversions have quadrupled. Great service, great results. Highly recommended.”
— Franchise Director, EweMove Goole & Selby
6. What this means for estate agents
- You don’t need a massive budget—you need sharper targeting and data feedback loops.
- Quality trumps quantity. By focusing on transaction intent, you can scale revenue without scaling spend.
- Local knowledge + smart automation is the differentiator national agencies struggle to replicate.
7. Next steps
If you’re an estate‑agency owner looking to turn PPC spend into signed instructions rather than impressions, let’s talk. Marketing Toolbox offers a free 30‑minute account audit with actionable take‑aways—no strings attached.