Scaling Success: How Google Ads Helped Increase Leads by 100%
with Countrywide Home Surveys
Discover how Yatter’s strategic Google Ads campaigns doubled lead generation for one of the UK’s largest Home Surveying firms.
82% Uplift in Lead Volume YoY
37% Lower Cost Per Lead
15% Increase in Spend
About Countrywide Home Surveys
Countrywide Home Surveys is part of Countrywide Surveying Services who are one of the UK’s largest home surveying firms, boasting over 450 RICS Qualified surveyors as well as a large network Panel of Surveyors across the UK. With extensive knowledge of the home survey market they are a standout company in their field.
“We have been delighted with the progress we have made with our online referrals and the journey so far with Yatter.
They have provided the right level of advice and guidance while we have retained the decision making power.
We have taken a collaborative approach and have found that this engagement and commitment from both Yatter and the business has been a key driver for success.
Yatter has been patient and has explained the ‘dark arts’ in layperson’s terms. It has been an eye opener to say the least! “
Helen Stead, Head of Countrywide Home Surveys
The Challenge
The main challenge that Countrywide faces is that they operate within a highly competitive market, given that there is a constant demand for home surveys year round. With this high level of user intent also comes quite a significant level of competition.
Countrywide were looking to scale their lead generation within this competitive market space whilst still maintaining a high quality of leads that convert to sales.
Before partnering with Yatter, they averaged just under 200 leads per month.
Our Approach
Given the high-intent nature of the market, we identified Google Ads as the optimal platform for scaling their lead generation during our initial onboarding and strategy session.
Following extensive keyword and competitor research, we developed an initial strategy focused on product-focused search campaigns covering the full range of Countrywide’s survey and valuation services.
Once our initial strategy had been established and was generating a consistent flow of leads at a healthy and efficient rate, we introduced Google’s ‘at the time’ new Performance Max campaign type to further enhance lead volume. This early adoption of Performance Max allowed us to fill gaps in our non-branded search strategy, significantly boosting lead generation and overall account efficiency.
The backbone element of our approach was integrating Google Ads with Countrywide’s HubSpot CRM. This enabled us to track leads by name, not just numbers, allowing us to cross-reference generated leads with sales data and calculate the direct value of our efforts each month.
Results
Since partnering with Yatter, Countrywide has scaled their online efforts substantially, in respect of their monthly spend on Google Ads and the leads this generates into their business each month. Comparing H1 2024 to H1 2023, we achieved an 82% uplift in lead volume at a 37% lower cost per lead, with a 15% increase in spend.
Our campaigns now, on average, contribute to 58% of all online leads and 41% of sales revenue from online leads monthly.
Next Steps
Our partnership with Countrywide Surveyors demonstrates how a strategic approach to Google Ads, combined with innovative campaign types like Performance Max and robust CRM integration, can transform lead generation and business growth in a highly competitive market.
As we continue to collaborate, our focus remains on scaling lead generation while maintaining high-quality leads and conversion rates.
Recently, we have integrated Meta ads into our strategy, creating a dynamic push and pull approach. This new element is already showing a significant uplift in lead numbers, driving brand awareness and engagement.
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- Guaranteed results
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- Guaranteed results
- No long-term contracts
- Fair pricing
