Client Overview

The Henley is a luxury retirement living community on the Gold Coast. Their marketing model is unique, apartments are sold as they become available, so it's important to keep a steady flow of enquiries coming in while being able to act quickly when new stock is ready.

The Objective

The goal was to generate more high-quality leads and improve overall awareness, while keeping the cost of advertising under control. The main success measures were enquiries via phone calls and online forms.

The Strategy

We introduced Performance Max to replace their existing Search campaign. Results had slowed, and we saw an opportunity to use Google’s AI-driven campaign structure to find new pockets of demand and drive better efficiency.

To help guide the campaign, we built out detailed asset groups using:

• High-quality imagery and headlines
• Search themes that reflected different levels of buyer intent
• Audience signals tailored to the kinds of people looking for retirement living on the Gold Coast
  
  

We tested multiple creative and audience variations and made regular updates based on what the data showed us. This included refreshing assets, reviewing audience performance, fine-tuning ad extensions, and making sure conversion tracking stayed accurate throughout.

The Results

Over the first six months, compared to the previous six months of running Search campaigns:

• 795.45% increase in conversions
• 63% reduction in CPC
• 88.08% reduction in cost per conversion

And results started strong—within the first month alone, we saw:

• 74.95% drop in CPC
• 380% increase in conversions
  
  

What Made the Difference

Performance Max gave us the ability to reach a more qualified audience at a lower cost. But the real impact came from the combination of strong creative, clear campaign structure, and consistent optimisation. This wasn’t a set-and-forget campaign, our team stayed close to the data and made adjustments as needed to keep performance on track.

A Real Example of What AI Can Do

This campaign has been a great example of how AI can be used to enhance, not replace, strategic marketing. The shift to Performance Max didn’t just reduce costs, it helped unlock more value from the client’s existing budget and create a more stable, reliable lead flow.

If you're curious about how AI could improve your own Google Ads performance, this is a great example of what’s possible with the right setup and support.