Cases/Welvarend Wonen
Financial services
Welvarend Wonen
Welvarend Wonen helps homeowners turn the equity in their home into financial room to breathe, with lifelong right of residence. A sensitive decision with a long customer journey. The account attracted plenty of clicks, but too few became a good conversation, and the cost per lead kept climbing.
The approach
We started with the search terms, not the ads. Early-stage searchers on broad mortgage and housing terms were excluded; the campaigns were restructured around the intent that actually matters, such as releasing home equity without moving.
Then we made lead quality measurable. Not every submitted form is worth the same, so we fed the actual outcome of leads back to Google. The algorithm now optimizes for enquiries that become an advisory call, instead of forms alone.
Every change was evaluated in a fixed weekly rhythm: what did a lead cost, and more importantly, what did a good conversation cost.
The result
Cost per lead dropped by 45% while the budget stayed the same. More importantly: the Welvarend Wonen team noticed the difference straight away in their calendar, with more conversations with people the proposition genuinely fits.
“Since we started working together, we've seen a clear improvement in lead quality and a more efficient use of our budget.”
Sharonne Knoops, Marketing Lead, Welvarend Wonen
