Case StudY

DAVIDSON HOMES

Davidson Homes is a regional homebuilder offering new construction homes across multiple states. Prior to partnering with us, their marketing team struggled with a high cost per lead (CPL), unqualified website traffic, and a lack of visibility into which channels and regions were actually producing results. Their reporting was fragmented, conversion tracking was flawed, and their ad creatives failed to resonate with target buyers.

SERVICES WE PROVIDED

Audience Targeting & Budget Allocation Strategy, Google Ads Campaign Restructure & Optimization, Meta (Facebook & Instagram) Ads Management, Advanced Conversion Tracking Setup, Landing Page CRO, Performance Reporting & Dashboards

The Challenge

When Davidson Homes approached us, they were dealing with a range of technical and strategic issues across their paid media channels:

Tracking & Attribution Issues: 
Conversions were based on vanity actions (e.g., button clicks, map views), not real bottom-of-funnel (BOFU) outcomes. No integration with HubSpot. No conversion APIs in place.
Poor Campaign Structure: 
Google Ads campaigns were overloaded with broad keywords in non-specific ad groups, and budgets weren’t structured to allocate spend by region. Performance Max campaigns lacked filters and control, leading to irrelevant placements and low ROI.
Low-Quality Creative & Messaging:
 Meta ads lacked compelling visuals and clear messaging, resulting in poor engagement and lead quality
Underperforming Landing Pages: 
Existing landing pages lacked clear value propositions, persuasive content, and keyword relevance — leading to Quality Scores under 3 and minimal conversions.
Lack of Visibility & Reporting: 
The client couldn’t easily see how campaigns were performing by community or region — making it impossible to optimize.

Approach & Execution

We executed a full-funnel paid media transformation, laying a strong foundation for measurable growth.

Strategic Campaign Rebuild

We restructured all Google Ads campaigns using single-keyword ad groups (SKAGs) for greater control and improved relevance. Budgets were segmented by region and community to support local sales goals. Performance Max campaigns were rebuilt with strict filters, custom asset groups, and brand-safe targeting.

Creative Overhaul for Meta

We redesigned all Meta ad creatives with engaging visuals, clear value messaging, and strong calls-to-action. Campaigns were segmented by buyer personas and community location for hyper-targeted delivery.

Conversion Tracking & API Integration

We implemented advanced tracking via Google Tag Manager and fully integrated conversion tracking with HubSpot. Both Meta and Google were configured with Conversion API — enabling platforms to better optimize for actual leads, not vanity events.

CRO-Focused Landing Pages

We replaced underperforming pages with high-converting landing experiences — featuring strategic messaging, user trust signals, optimized form placements, and relevant keyword alignment to improve Quality Scores.

Regional Reporting Dashboards

We built out custom reporting by region and community, helping Davidson Homes clearly understand where their marketing dollars were working — and where they weren’t.

The Results

By rethinking their paid media strategy from the ground up, Davidson Homes was able to shift from guesswork to growth. With better tracking, smarter campaigns, improved landing experiences, and actionable reporting, their marketing now fuels real sales — not just traffic.

After implementing our strategic overhaul, Davidson Homes saw immediate performance improvements across both platforms and communities being sold out faster than before.

78%

Decrease in Cost Per Qualified Lead

350%

Increase in Qualified Form Submissions & Phone Calls

Improved Ad Relevance Increased Quality Scores

Up to 90% Search Impression share on “money” Keywords

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