Smarter site strategy reduces cost per lead by 46% while driving demand
78% Lead Increase within eight weeks
2.4x Increase in viewing requests
46% Reduction in cost per lead
SPITFIRE HOMES PIVOTING SITE STRATEGY TO DRIVE LEADS AND SITE VISITS
1
The Brief
Spitfire Homes is a Midlands-based premium housebuilder. Their new site, Sherbourne launched into a crowded local market. Nine months in, the site was underperforming: enquiry levels were low, cost per lead was high and the sales team were struggling to build momentum. We were briefed to act quickly, using performance media to turn Sherbourne around while protecting Spitfire’s premium positioning.
2
Our Approach
We started with an audit of all live activity across search, social and display, mapping every pound of spend back to the four key on-site actions: brochure views, general enquiries, viewing requests and contact forms. This highlighted three issues driving underperformance: too much budget in low-intent generic PPC terms, Meta campaigns optimised for cheap traffic rather than leads, and creative that no longer reflected the strength of the current availability.
3
The Final Delivery
Within days we rebuilt the plan around bottom-funnel intent. Search activity was refocused on high-intent location and competitor terms, with budgets and bids reweighted towards the keywords that historically converted best for Spitfire. On Meta, we stripped out weaker formats, introduced lead-optimised campaigns and refreshed creative using proven templates from better-performing Spitfire sites, tailored to Sherbourne’s product and price point.
Crucially, we ran this as an agile sprint rather than a static campaign. Weekly performance optimimisations drove in-flight changes to budgets, audiences and messaging, with a clear 70/20/10 split between proven activity, controlled tests and small-scale experiments. This combination of fast diagnostics and disciplined optimisation turned Sherbourne from a struggling site into one of the strongest performers in the portfolio, delivering more leads at a significantly lower cost in just two months.
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