Google Ads for Grupo ZAG real estate developments: 9.84% search CTR

Grupo ZAG markets real estate developments under two brands with different propositions: units sold in accessible installments against ID only, and pre sale of off plan apartments.

Someone looking to stop paying rent does not respond to a generic property ad: they respond to a concrete promise, with an installment, a deposit, requirements and a location.

And it is a very high value decision that matures over months, not over one session.

• Generic message: an ad that says apartments for sale competes with the whole market rather than with the development's real offer.
• Wrong landing: sending traffic to the homepage forces the visitor to search again for what the ad promised.
• Long cycle: months pass between the first click and the decision, with nothing sustaining interest in between.

At this price point, every wasted click is expensive and every lost prospect does not come back on their own.

We took each development's concrete promise into the ad and the landing page, and covered the maturing time with remarketing.

The structure was organized by campaign type and funnel stage, across both brands in parallel.

Search built on the proposition

• Ads carrying the installment amount, the deposit, the access requirements, the unit type and the location.
• Dynamic insertion of the user's query in the headline, to align ad and intent.
• Pre sale specific landing pages instead of the site homepage.

Covering the long cycle

• Display and remarketing on visitors who did not convert, to accompany a decision measured in months.
• Video network as a reach channel on one of the brands.

Measurement and reallocation

• Conversion tracking by campaign, ad group, ad and keyword.
• Monthly reporting to the client, allowing comparison over time and reallocation between campaigns and brands by cost per conversion.

Architecture and technology

• Google Ads with search, display remarketing and video, across two brand accounts.
• Dynamic keyword insertion and landing pages per development.

Learn more about SEM campaign management.

Search performance landed far above the category standard, and held month after month across both brands.

Results

• Tu Casa en Cuotas, twelve months: 9,266,086 impressions, 98,983 clicks and 4,389 conversions.
• Cost per conversion of 49.17 pesos, with an average CPC of 2.19.
• 9.84% CTR on search, against 0.72% on display remarketing.
• The best performing ad reached 11.74% CTR and generated 1,654 conversions on its own.
• Esquina Pagano: search CTR held between 9.23% and 9.32% month over month.

Strategic impact

• Display, low CTR by nature, still delivered 1,870 conversions sustaining the long cycle.
• Message precision is what explains the CTR, and it can be replicated development by development.