01 The Client

CB JENI Homes x The Threadgill Agency: Expanding Cross-Brand Keyword Alignment for Conversions

With industry trends showing increased buyer familiarity and growing search volume for specific terms like "townhomes for sale", The Threadgill Agency restructured CB JENI Homes's paid search architecture around mid-funnel townhome keywords, unlocking greater conversion efficiencies and establishing precise budget control across every stage of the funnel.

02 RESULTS

100%

increase in form submissions from mid-funnel queries compared to high-funnel terms

2.6x

more Calendly bookings driven by mid-funnel townhome-specific keywords

55%

higher CTR on mid-funnel townhome terms over discovery queries

31%

higher conversion rate across the townhome-specific segment

03 CHANNELS & SERVICES

By analyzing click and conversion trends between generic "homes for sale" queries and specific "townhomes for sale" queries, we shifted campaign focus to the mid-funnel.

Isolating these product-specific terms allowed us to direct ad spend toward higher-converting townhome intent keywords rather than upper-funnel more general “homes for sale” terms that were not driving conversions.

We implemented these mid-funnel campaigns across the following paid media channel:

GOOGLE SEARCH

04 SUMMARY & CLIENT GOALS

A performance review revealed that while "Townhome" keywords drove higher engagement, they were restricted from showing ads as frequently as possible because high-funnel keywords were capturing the majority of ad spend due to higher search volume.

GOALS

Reallocate monthly budgets to eliminate wasted spend on generic, lower-converting discovery “homes for sale” type terms
Eliminate any internal keyword competition with sister brands
Increase high-intent lead generation, specifically from website form submissions and Calendly requests

CHALLENGES

Broad, upper-funnel "new homes for sale" queries were capturing the majority of ad spend due to search volume, limiting impression share for high-intent terms
Diluted search intent resulted in lower engagement and higher cost per acquisition

05 STRATEGIC INSIGHTS

Broad search queries like "homes for sale" cast a wide net, but their high search volume absorbed significant budget without driving meaningful conversions. Following the restructure, we were able to deliberately concentrate ad spend into the mid-funnel category, prioritizing specific "townhomes for sale" terms over vague, upper-funnel “homes for sale” queries.

Directing budget into this dedicated mid-funnel segment allowed the ad spend to work far more efficiently. Despite generating fewer raw impressions than generic upper-funnel terms, mid-funnel townhome keywords generated more form submissions and Calendly Bookings at a lower average CPC. Focusing our investment on buyers explicitly searching for townhomes established mid-funnel terms as the single highest-performing non-brand conversion driver across the entire account.

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