Case Study / Castle Green Homes
Constructing a Record-Breaking Lead Pipeline
Constructing a Record-Breaking Lead Pipeline
DiscoverY
Castle Green Homes is a premium home builder with a strong heritage in North Wales and the North West of England. Renowned for their 5-star customer satisfaction they offer a range of high-specification properties from starter homes to luxury family residences.
Client
Castle Green Homes
Year
2025
Sectors
Services
DiscoverY
Castle Green Homes is a premium home builder with a strong heritage in North Wales and the North West of England. Renowned for their 5-star customer satisfaction they offer a range of high-specification properties from starter homes to luxury family residences.
Client
Castle Green Homes
Year
2025
Sectors
Services
The Challenge
Despite a strong brand reputation and a high volume of website traffic, Castle Green Homes was facing a critical disconnect in their sales funnel. While interest was high, the quality of leads was inconsistent.
Their existing digital efforts were casting the net too wide, resulting in:
Wasted Budget: Ad spend was being consumed by users outside of the viable catchment areas or those looking for rentals rather than purchases.
Low Conversion Rates: A high percentage of form fills were "tyre kickers" rather than serious, ready-to-buy prospects.
Generic Messaging: The advertising failed to differentiate between distinct buyer personas, such as first-time buyers using "Help to Buy" schemes versus affluent families looking to upscale.
Castle Green needed a strategy that didn't just drive clicks, but drove keys in hands. They needed to reach specific audiences in hyper-relevant locations to feed their sales teams with qualified, high-intent enquiries.
The Challenge
Despite a strong brand reputation and a high volume of website traffic, Castle Green Homes was facing a critical disconnect in their sales funnel. While interest was high, the quality of leads was inconsistent.
Their existing digital efforts were casting the net too wide, resulting in:
Wasted Budget: Ad spend was being consumed by users outside of the viable catchment areas or those looking for rentals rather than purchases.
Low Conversion Rates: A high percentage of form fills were "tyre kickers" rather than serious, ready-to-buy prospects.
Generic Messaging: The advertising failed to differentiate between distinct buyer personas, such as first-time buyers using "Help to Buy" schemes versus affluent families looking to upscale.
Castle Green needed a strategy that didn't just drive clicks, but drove keys in hands. They needed to reach specific audiences in hyper-relevant locations to feed their sales teams with qualified, high-intent enquiries.
The Solution
We shifted the strategy with Paid Search and Paid Social strategy.
1. Granular Geo-Targeting: Using radius targeting we ensured ads were only visible to users within a desirable distance of new sites, drastically reducing wasted spend on irrelevant clicks.
2. Audience Segmentation & Persona Mapping We moved away from "one size fits all" messaging. We built distinct campaigns for different buyer type
3. High-Intent Keyword Strategy On Google Ads, we stripped out generic terms (e.g., "new homes") and focused on high-intent, long-tail keywords (e.g., "new build 3 bed houses in Wrexham"). We also utilised negative keyword lists to filter out "rent," "social housing," and "council exchange" searches to ensure budget was only spent on private buyers.
4. Lead Gen Forms vs. Landing Pages We tested native Lead Generation forms on social channels to reduce friction for mobile users, while directing high-intent Search traffic to development-specific landing pages optimised for conversion with virtual tours and clear "Book a Viewing" CTAs.
The shift to a targeted, data-backed strategy delivered immediate and record-breaking performance for Castle Green Homes. By focusing on relevance over reach, we achieved the highest number of qualified leads in the company's history during a single quarter.
The Solution
We shifted the strategy with Paid Search and Paid Social strategy.
1. Granular Geo-Targeting: Using radius targeting we ensured ads were only visible to users within a desirable distance of new sites, drastically reducing wasted spend on irrelevant clicks.
2. Audience Segmentation & Persona Mapping We moved away from "one size fits all" messaging. We built distinct campaigns for different buyer type
3. High-Intent Keyword Strategy On Google Ads, we stripped out generic terms (e.g., "new homes") and focused on high-intent, long-tail keywords (e.g., "new build 3 bed houses in Wrexham"). We also utilised negative keyword lists to filter out "rent," "social housing," and "council exchange" searches to ensure budget was only spent on private buyers.
4. Lead Gen Forms vs. Landing Pages We tested native Lead Generation forms on social channels to reduce friction for mobile users, while directing high-intent Search traffic to development-specific landing pages optimised for conversion with virtual tours and clear "Book a Viewing" CTAs.
The shift to a targeted, data-backed strategy delivered immediate and record-breaking performance for Castle Green Homes. By focusing on relevance over reach, we achieved the highest number of qualified leads in the company's history during a single quarter.