The New England Lead Coordination Committee (NELCC) ran a Google Ads campaign from April 26 through June 30, 2018, driving traffic to the home buyer’s page on the New England Lead website. The campaign was run on both Google Search and Display networks. Google search advertisements appear as high-level results when a user does a Google search for specified keywords, in this case: multifamily home, lead paint, fixer upper, lead exposure, etc. Google display ads were shown across websites and apps to users who had recently expressed an interest in purchasing a home in New England.
The campaign resulted in 822,655 impressions and 15,352 clicks to the website, with an average click-through rate of 2.05%. This means that for every 100 people who saw one of these ads, 2 of them clicked through to the given landing page. On average, users spent over 2 minutes on the home buyer’s page of the site before exiting or clicking over to a different page on the site. Over the course of the campaign, there were 20,398 pageviews on the New England Lead website, up substantially from the 261 pageviews recorded during the 5 weeks before the campaign launched.