Work
The Challenge
RateMyAgent faced a critical product development crisis. Multiple agencies had failed to create successful search campaigns for real estate agents seeking selling listings. With only 25 remaining test agents from previous failed trials and limited budget, this was the final opportunity to prove search advertising could work before product cancellation.
The Goal
Create a viable search advertising product that generates quality leads for agents in their specific operational areas.
The Solution
Hyperlocal Campaign Architecture
- Created individual campaigns for each of the 25 agents targeting their specific postcodes.
- Organized campaigns by agent + primary suburb for maximum relevance.
- Implemented one ad group per suburb/area where each agent operated.
Multi-Extension Approach
- Agent Credibility Extensions: Incorporated awards, ratings, and sales statistics from RateMyAgent profiles.
- Hyperlocal Ad Copy: Suburb-specific messaging mentioning exact locations and local market expertise.
- Social Proof Integration: Customer testimonials and performance metrics as trust signals
Precision Targeting & Implementation
- Geographic mapping of each agent’s operational postcodes for precise targeting.
- Agent asset analysis to extract unique selling points from platform profiles.
- Hyperlocal keyword strategy focusing on “sell my house [suburb]” and location-specific terms
The Results
100+
Successful Campaigns
100%
Agent Satisfaction
#1
Revenue Product
8 mo
To Full Product
Key Takeaways
- Individual campaign architecture enables maximum customization for service providers
- Hyperlocal targeting dramatically outperforms broad geographic campaigns in real estate
- Platform-specific data (ratings, awards, reviews) creates unique competitive advantages
- Failed approaches can inform breakthrough strategies when properly analyzed and restructured
- Scalable methodology enables rapid expansion from test groups to full product offerings
Want to see what better Google Ads insights could do for you, or your clients?
Book an on-site strategy session in Melbourne or a no-pressure audit. I’ll give you a clear picture of where you stand. And how I can translate your data to transform your business.
