The Task
Boliga is Denmark’s largest independent online portal for the housing market. The portal allows users to search for properties across Denmark, including houses, apartments, and building slots.

The market that Boliga operates within, is characterized by high competition – especially from real estate brokers. As a result, Boliga wanted to focus on strengthening its online presence and getting more potential customers through its sales funnel through the utilization of micro-conversion actions.

Our approach
These days, data consolidation and conversion tracking play a more and more important role when advertising on Google with Paid Search Ads, and as a result, it is crucial to have the right foundation in place. Therefore, our main focus was to improve the following areas.

1. The campaign structure, where the goal was to reduce both the total number of campaigns and ad groups to increase the data volume and thereby, help Smart Bidding to work more efficiently. This process also included checking for keyword duplicates.

2. Utilization of micro-conversion actions with an increased focus on getting more potential customers through the sales funnel.

The results
Without making any changes to the budget together with the implementation of the different optimizations, we saw significantly better results measured on Conversions metrics when comparing Q1 2024 with Q1 2023. The optimizations that we made delivered:

• A total increase in (macro) conversions by approx. 100%
• A decrease in the average. CPA for (macro) conversions by approx. 52%.