JLL Design & Build campaign

Campaign Details

Generate qualified leads for JLL’s Project & Development Services (PDS) team for their Design & Build product – a turnkey solution where the JLL team consult, design, manage and build office spaces.  Despite having strong capabilities and experience with large corporates, a market assessment identified that there was an untapped market of small and medium sized businesses who were unaware of JLL’s Design & Build offering.

The channel mix we chose was simple, combining Paid Search and both Prospecting and Retargeting Display. Display was designed to capture top of funnel leads, increase the prospecting pool to feed cross platform retargeting strategies and lift Search queries. Although the overall strategy was uncomplicated, optimisations were intricate and in-channel tactics were fine-tuned throughout the campaign lifetime.

The ad groups and keywords were optimised to find a balance between scale and relevancy. We leveraged the data collected from the campaign to create custom audiences and look-alike strategies to increase the volume of qualified traffic, and further, the Pivotus Account Service team worked closely with business unit marketers to advise on landing page optimisations to lift lead volumes.

RESULTS

  • Search achieved a 70% Overall Impression Share, with a 90%+ result on top converting keywords.
  • The campaign achieved a SERP ranking in the top 5 for top keywords despite there being entrenched competitors in this sector and JLL being new.
  • The successful leads generated resulted in a 6x ROAS for JLL, which proved the viability in focusing on this new sector, secured stakeholder support, and led to the JLL Marketing Team being Awarded the ‘Demand Generation Program of the Year’ by Forrester / Sirius Decisions at their 2020 Awards ceremony. 

Following the success of the Australian campaign, JLL extended the relationship with Pivotus by launching international campaigns in Singapore and Hong Kong. 

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