a
M

FAIRWAYS
AT STAR RANCH

turning wasteful automation into high-intent leasing actions.

By pivoting to high-intent, hyper-local search tactics, we drastically reduced waste and got the budget working nearly six times harder.

10.46% CTR

vs 1.60% with previous agency

$2.53 CPC

vs $4.46 with previous agency

the challenge.

Fairways at Star Ranch’s previous agency relied on broad, unmonitored automated campaigns that chased “vanity traffic”. Budget bled into broad and irrelevant search terms, driving Cost Per Click (CPC) up to an inefficient $4.46 while Click-Through Rate (CTR) stagnated 1.60%.

what we built.

Threshold executed a structural rescue:

search over automation: Phased out underperforming Performance Max and broad “Near Me” campaigns.

the “in-location branded” pivot: Launched a dedicated branded campaign to capture 100% of bottom-funnel demand.

geographic & keyword hygiene: Implemented aggressive negative keyword scrubbing to eliminate high-cost, zero-engagement waste.

how it landed.

We moved beyond surface-level clicks to focus exclusively on the specific human actions that drive physical property occupancy.

click to call: Direct prospect calls skyrocketed from 11.10 under the previous agency to 185.95 with Threshold, representing a massive 1,575% increase.

schedule tour: As a primary driver of physical property occupancy, tour schedules grew from 6.48 to 31.99—a 393% surge in high-intent leasing actions.

check availability: Bottom-funnel intent saw a significant boost, with availability checks climbing from 382.17 to 1,001.95 events (up 162%).

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“Threshold outperformed prior-year metrics as well as the months immediately preceding the transition across nearly every category we measured, including ROAS, click-through rates, lead-to-lease conversion ratios, overall conversions, and campaign engagement quality… the improvements were not isolated to one metric—they were consistent across the full performance funnel.”

Cortney Young,
Regional Marketing Manager,
Willow Bridge

key takeaways.

expert strategy beats unmonitored automation.

While the industry increasingly defaults to fully automated setups, this campaign proves that human-driven keyword precision and meticulous account hygiene outperform unmonitored automation every time.

budget optimization.

We didn’t ask the client for a larger budget. By cutting legacy bloat, stopping broad geographical waste, and buying branded terms at an ultra-efficient $0.71 CPC, we delivered a 43% reduction in overall CPC and traded low-quality traffic for high-value prospects ready to sign leases.

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