01 The Client

CB JENI Homes x The Threadgill Agency: How Segmenting Keywords by Search Intent Affected Conversion

Through an in-depth analysis of CB JENI Homes’s paid media performance, The Threadgill Agency identified an opportunity to drive greater conversion volume while maximizing budget efficiency. A targeted paid media strategy was developed that aligned keyword targeting and ad content with user search intent in mind…

02 RESULTS

32%

increase in total conversions

15.03%

CTR

03 CHANNELS & SERVICES

Following a thorough keyword analysis to determine user search queries and behavior, we restructured campaigns into three funnel-specific categories:

city-level targeting (upper-funnel), townhome targeting (mid-funnel) and community and brand specific targeting (lower-funnel).

We then ran the segmented campaigns across the following paid media channel:

GOOGLE SEARCH

04 SUMMARY & CLIENT GOALS

Through this, we sought to improve Google Ads cost per acquisition, average click-through-rate (CTR), and reduce cost per clicks (CPC) across the three campaigns.

GOALS

Increase conversion volume
Increase engagement quality
Improve budget efficiency by prioritizing high-intent search queries

CHALLENGES

Broad, high-volume keywords
Topic overlap
Keyword cannibalization

05 STRATEGIC INSIGHTS

Intent-based segmentation did create a more efficient and scalable paid search framework in a vertical populated by broad, high-volume keywords. By segmenting campaigns by the user search intent instead of broad city-level targeting, we improved lead quality, increased conversion efficiency, and better allocated CB JENI’s ad spending toward high-performing search behavior. When we layered high traffic (or high click) keywords alongside lower funnel keywords with lower volume, what typically happens is that Google Ads will allow the higher-volume keywords to utilize all of the budget. Intent-based segmentation allowed us to turn down allocation based on where we were in the funnel. If we noticed lower funnel getting better conversion rates, we could turn those budgets up to maximize impressions, which was more likely to yield more clicks, and then more volume.

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