-42%
CPC
355%
Direct Prospect Calls
+63%
Scheduled Tours
the challenge.
Sonterra Apartments’ digital footprint was crippled by a legacy agency’s unmonitored PPC automation. Budget was bleeding out into broad geographic radii and low-intent searches, driving Cost Per Click (CPC) to an inefficient $3.74 while Click-Through Rate (CTR) stagnated at a dismal 2.4%
what we built.
Threshold executed a total structural rescue centered on Surgical Intent. We phased out underperforming Performance Max campaigns (substandard 1.37% CTR) and eliminated legacy “In Location Radius” campaigns that were draining cash at an astronomical $11.72 CPC. In their place, we deployed granular Search campaigns built to capture bottom-funnel demand exactly when active prospects searched for the property.
how it landed.
By shifting from surface-level clicks to high-intent leasing actions, Threshold achieved a total performance reversal:
cpc reduced by 42%: Dropped from $3.74 down to an ultra-efficient $2.16.
ctc nearly doubled: Jumped from 2.4% to 4.77%.
deep-funnel conversion boom: Direct prospect calls skyrocketed 355% (from 32.13 to 146.32) , while tour schedules surged 63% (from 12.84 to 21.00), and availability checks climbed 77% (from 410.78 to 727.61).
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