- Client
- We Buy Homes Christchurch
- Sector
- Property Cash house buyer
- Disciplines
- Digital marketing Google Ads · Meta Ads · Video production
- Engagement
- 2024–2025 Ongoing client
The challenge
Every cash buyer was chasing the same few searches, and paying more for each click.
We Buy Homes buys "as is, where is" houses in Christchurch, offering a fast, private alternative for owners with damaged, non-compliant or hard-to-sell properties. Its customers need speed and trust, so being visible when they start looking matters.
A group of very similar companies compete for exactly the same searches. The cost of a click on the core Google Search ads campaign roughly doubled from 2024 to 2025, and top-of-page bids for “as is where is” now reach close to $190. Matching those bids wasn’t a sustainable way for a growing local brand to win leads.
If we couldn't outspend the competition, we had to out-target it.
What we did
We stopped chasing the busiest searches and built three routes to a lead.
Each route reaches sellers at a different point, and each is judged on its own measure.
- Google Search ads: tighter, not higherWe moved budget away from generic cash-buyer searches (61% of search clicks in 2024, 4% in 2025) and into “as is” variations and long-tail phrases like “sell my house as is for cash”. We didn’t chase the top spot on “as is where is”, where competitors’ bids were highest.
- Meta lead form ads: direct enquiriesLead form ads let mobile users get in touch without leaving Facebook. We narrowed targeting to Christchurch and added a question confirming the property is local, to filter out enquiries the client couldn’t use.
- Google Demand Gen video ads: build awarenessOur team filmed and produced a series of explainer videos for We Buy Homes. From July 2025 they ran across YouTube, Discover and Gmail, reaching sellers before they start searching.
GOOGLE ADS + META ADS
7 in 10
leads came through our Google and Meta ads
2025
Leads by source, Jan–Dec 2025. Source: Google Analytics 4 and Meta Ads.
Where 2025 leads came from: 7 in 10 arrived through our Google and Meta ads.
The results
Each route improved on its own measure, even as click prices doubled.
+19%
Higher Google Search ads conversion rate, 2025 vs 2024
After budget moved from generic searches to "as is" variations.
+42%
Higher Meta lead form ads click-through rate, 2025 vs 2024
After adding Christchurch targeting and a question verifying the property is local.
+51%
More Google Business Profile views, Aug–Dec vs Jan–Jun 2025
In the months after the Google Demand Gen video ads launched.
Let us know how we can assist your business today.
Start a conversationSource: Google Analytics 4, Google Ads, Meta Ads and Google Business Profile, 2024–2025.
[Client quote. The best ones name the problem and the specific thing that fixed it — not "great to work with".]
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