The Client.
Services: Meta & Google Ads
Willow London is a property management company that offers guaranteed rent schemes to landlords in London. These schemes ensure consistent income and zero void periods.
As a lead generation business in a competitive sector, Willow London needed a performance-driven paid media strategy that could consistently attract high-quality landlord leads and scale effectively, without inflating costs.
What We Did.
Our Paid Social and PPC teams collaborated to build a lead-gen funnel that spoke directly to landlords, highlighting Willow London’s no-hassle, guaranteed rent offer. Using platform-specific creative strategies and targeted campaigns, we focused on quality over volume to deliver real business value.
We launched tightly structured Search campaigns focused on high-intent keywords related to guaranteed rent. By excluding irrelevant queries and low-quality traffic, our strategy made certain that only the most qualified leads were captured. This precision targeting drove performance gains in both lead volume and cost efficiency, ensuring every click had the potential to convert.
On Meta, our strategy revolved around creative-led performance, which entailed continuously testing, mixing, and optimising image and video ads. We soon identified what resonated with Willow London’s landlord audience by systematically rotating formats, creatives, and messaging styles. This creative testing approach wasn’t just about aesthetics; it became a key driver behind the drop in CPL and boost in engagement metrics.
Here’s what we achieved YoY:
- 5.96% conversion rate on Google Ads.
- 42% Decrease in Meta Ads cost per lead.
- 60% reduction in Google Ads cost per lead.
- Average cost per lead of £26.
The Results.
Increase in total leads.
Conversion Rate across Google Ads.
Decrease in Meta Ads cost per lead.