market intelligence <\/strong>to make every cent work harder.<\/li>\n<\/ul>\n\n\n\nLet’s dive in \ud83d\udc47<\/p>\n\n\n\n
The Google Ads restructure that saved Pure Property Finance<\/h2>\n\n\n\n Pure Property Finance is a mortgage brokerage that finds finance for real estate professionals: their business matches the right lender, with the right borrower, based on risk appetite and project type.<\/p>\n\n\n\n
And they were one of the first in their niche to focus on Google Ads and SEO to generate leads at a lower CPA than their competitors.<\/strong><\/p>\n\n\n\nBut others soon caught up; in 2020 they were paying up to \u00a325 per click<\/strong> for some of their most competitive terms.<\/p>\n\n\n\nThen the pandemic turned their digital-first strategy from an advantage to a vulnerability.<\/p>\n\n\n\n
Amid uncertainty, lenders withdrew from the market. As a mortgage broker, borrowers turn to Pure when normal routes to finance fail. So when lenders pulled out: demand for their services exploded.<\/p>\n\n\n\n
But many of Pure\u2019s lenders had pulled out too..<\/strong><\/p>\n\n\n\nIt\u2019s like a flood of people coming into your shop, to find that the shelves are bare.<\/p>\n\n\n\n
But with Google Ads, you\u2019ve paid \u00a325 for them to enter – and there are thousands every week.<\/p>\n\n\n\n
11% more leads with 70% less budget \ud83d\udcaa<\/h2>\n\n\n\n As demand soared, so did their advertising bill. Usable leads were reduced to almost nothing. And their ads were bleeding so much money that the company was in danger<\/strong>.<\/p>\n\n\n\nThey considered turning off their advertising, and hunkering down. <\/p>\n\n\n\n
But they decided to capitalise on booming demand, with the help of an agency: Liberty Marketing.<\/p>\n\n\n\n
Liberty took over the accounts. With advertising spend cut by 70%<\/strong> they:<\/p>\n\n\n\n\nIncreased the volume of leads by 11%.<\/strong><\/li>\n\n\n\nHalved<\/strong> cost-per acquisition (CPA).<\/li>\n\n\n\nAlmost doubled conversion rates<\/strong> from 8% to 14.5%.<\/li>\n\n\n\nIncreased click-through-rate of their adverts from 4.5% to 8.5%.<\/strong><\/li>\n\n\n\nHelped Pure turn a profit for the year<\/strong>, while their competitors made huge losses<\/li>\n<\/ul>\n\n\n\nHow they did it is a study in making your advertising work harder, and navigating a dynamic market for maximum ROI. And it\u2019s a framework relevant to any business.<\/p>\n\n\n\n
Here\u2019s how it looks:<\/p>\n\n\n\n
A winning ad architecture<\/h2>\n\n\n\n Okay, okay, rebuilding Google Ad accounts isn\u2019t the sexiest topic. But it\u2019s literally what saved Pure.<\/p>\n\n\n\n
That\u2019s because products on offer from Pure\u2019s lenders were changing constantly. One week, bridging loans were available in Wales, the next, they weren\u2019t.<\/p>\n\n\n\n
But they\u2019d set up Google Ads to target broad keywords like “bridging loan” or “buy-to-let mortgage”. When bridging loans weren\u2019t available in Wales, they needed to keep the campaigns running to acquire leads in London.<\/p>\n\n\n\n
So they were still paying to acquire Welsh users – at no return.<\/p>\n\n\n
\n
It\u2019s like selling out of women\u2019s shoes, then continuing to advertise to women because you\u2019re only bidding on \u201cshoes\u201d: Pure lacked control<\/strong> over which ads were being shown to which people.<\/p>\n\n\n\nSo the accounts were rebuilt from the ground up – to cater to different types of loan, location, and lender preference.<\/p>\n\n\n\n
That granular structure allowed them to optimise 100% of their spend<\/strong> to align with their inventory.<\/p>\n\n\n\n
But because the landscape was moving on a daily basis, they needed to adapt daily to keep making money on their ads.<\/p>\n\n\n\n
Not doing so risked decimating their return on ad spend – if they invested in irrelevant keywords for even a short time<\/strong>.<\/p>\n\n\n\nYou can see the effect across those four example keywords at an example ROAS of 50%.<\/p>\n\n\n
\n
To adapt their campaigns to movements in the market, so they were only spending to attract clients for active products, Liberty developed a dashboard that was key to the whole thing:<\/p>\n\n\n\n
<\/p>\n\n\n\n\n
\n \n \n
![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/bridging.webp\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-6.png\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-7.png\")
<\/figure><\/div>\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/03\/image-8.png\")
<\/figure><\/div>\n\n\n