- 94% increase in conversions YoY (Aug–Dec)
- 13% improvement in click-through rate
- 28% reduction in CPC
- 58% reduction in price per conversion
As Denmark’s leading property portal, Boligsiden.dk was already collaborating with IIH Nordic on their Google Ads, but significant potential remained for further optimization across different regions. We took on the task of developing the existing advertising strategy through a thorough account restructuring, which delivered substantially better results with both higher conversions and lower costs.
Additional Results
- Increased monthly clicks from 444,527 to 511,200
- Increased number of conversions from 4.3 million to 6.5 million
- Increased conversion rate by 66%
- Achieved perfect quality score (10/10) on several generic campaigns
From Digital Growth to Digital Refinement
In our continued collaboration with Boligsiden, we reviewed their Google Ads account to identify new optimization opportunities. Over time, the account had grown to 48 campaigns with many overlapping target audiences and keywords. This meant campaigns often competed against each other, leading to higher prices and less efficient advertising. A strategic reorganization was needed to optimize the ad budget even more effectively.
Strategic Account Structure with Regional Precision
A thorough analysis of the account allowed us to identify areas where campaigns overlapped. We implemented a more logical and streamlined structure, reducing the number of campaigns and competing ad groups. This created better oversight and enabled more precise budget management across regions.
A central element of our further developed strategy was improving geographical targeting. By analyzing data about house hunters in different regions, we could adjust budget allocation to better reflect both demand and competitive situations in individual areas. We developed a dynamic approach where budgets were continuously adjusted based on seasonal fluctuations and local market conditions.
Keyword Optimization and Smart Bidding in the Next Phase
To further improve ad relevance, we reviewed all keywords and removed those not contributing to results. We also implemented Smart Bidding technology, which uses machine learning to optimize bids based on conversion probability.
The combination of optimized keywords and intelligent bidding led to significant improvement in quality scores, with several campaigns achieving the perfect 10/10 score.
Measurable Improvements for the Entire Business
The implemented changes led to significant improvements across all key metrics. Boligsiden not only received more clicks and conversions but also at a considerably lower price. The 58% reduction in price per conversion meant the ad budget now stretched much further and delivered a much better return.
The improved account structure has also created a strong foundation for future growth. With a clear and logical structure, it is now easier to scale advertising in areas with growth potential and make tactical adjustments based on market developments.
Our continued collaboration with Boligsiden demonstrates how strategic optimization of an existing Google Ads effort can create significant added value – even for an established market leader. By combining detailed data analysis with practical experience, we have helped Boligsiden further strengthen their position in the digital property market.
