Same budget, smarter deployment
When we agreed the original campaign plan in early April, the strategy was three location campaigns (Newcastle, Sunderland, Middlesbrough) all pointing to a small set of subdomain landing pages. That was the right plan for the assets we had at the time.
Since then, you've rebuilt the entire marketing site. We now have eight purpose-built "Reasons to Sell" pages and six location pages, all on the main domain. That changes what the optimal campaign should look like.
Three things have shifted since April
1. The site rebuild
Each "Reasons to Sell" page is now a dedicated, conversion-optimised landing page. Pointing situational search traffic ("sell probate property", "sell house in divorce") at a generic city page would waste that work.
2. The cost-per-click reality
Situational keywords sit at a fraction of the cost of generic head terms, with much lower competition. Probate-related searches cost £5 to £13 per click. The same person searching "sell my house fast" costs £42 to £47. Two to four times the qualified traffic for the same money, on a page built specifically for their problem.
3. Wider location coverage
The site now covers six locations instead of three. That gives us geographic capture even when paid budget is concentrated on situational intent.
What the keyword data shows
Fresh research run this week (DataForSEO, UK volumes):
| Search intent | UK monthly volume | CPC range | Competition | Dedicated page? |
|---|---|---|---|---|
| Probate or inherited | ~790 | £5 to £13 | Low | Yes |
| Divorce | ~280 | £5 to £13 | Low to medium | Yes |
| Tenanted, landlord exit | ~1,260 | £11 to £33 | Medium | Yes (two pages) |
| Repossession | ~320 | £20 to £32 | Low | Yes |
| Poor condition, run down | ~60 | £7 to £14 | Medium | Yes |
| "sell house fast" (head term) | 2,900 | £42 avg | Medium | No, generic |
| "sell my house fast" (head term) | 1,300 | £47 avg | Medium | No, generic |
| "quick house sale" (head term) | 1,000 | £46 avg | Medium | No, generic |
| "sell my house fast newcastle" | 10 | £10 to £20 | Low | Yes |
The North East captures roughly 4 to 5% of UK volume, so each situational category gives us 30 to 50 targetable monthly searches in the region, all with high commercial intent and a matching landing page.
Reasons to Sell
Geographic targeting: all of the North East (Newcastle, Gateshead, Tyne and Wear, County Durham, Northumberland, Tees Valley). Presence-only.
| Ad group | Budget | Est. CPC | Est. clicks | Landing page |
|---|---|---|---|---|
| Probate and inherited | £200 | £6 to £10 | 20 to 33 | /reasons/probate/ |
| Tenanted and landlord exit | £180 | £15 to £22 | 8 to 12 | /reasons/tenanted/ + /reasons/portfolio/ |
| Divorce | £100 | £5 to £10 | 10 to 20 | /reasons/divorce/ |
| Repossession | £80 | £18 to £25 | 3 to 4 | /reasons/repossession/ |
| Poor condition or needs work | £40 | £8 to £14 | 3 to 5 | /reasons/poor-condition/ |
Why this campaign first. Every ad group lines up with a dedicated, content-rich page. Quality Score will rise quickly, which brings actual cost-per-click below the bid estimates above. The visitor arrives on a page that addresses their specific situation, which lifts conversion rates compared to a generic "we buy houses" page.
North East Locations
Three city-level ad groups for branded local search. Each targets the city plus immediate surrounding areas, with keywords like "sell my house fast newcastle", "cash house buyers sunderland", "we buy houses middlesbrough".
| Ad group | Budget | Geographic target | Landing page |
|---|---|---|---|
| Newcastle | £200 | Newcastle, Gateshead | /sell-my-house-newcastle/ |
| Sunderland | £100 | Sunderland, South Tyneside | /sell-my-house-sunderland/ |
| Middlesbrough | £100 | Middlesbrough, Stockton, Hartlepool | /sell-my-house-middlesbrough/ |
Why three cities, not six. Durham, Northumberland and Tyne Valley have very low search volume on location-specific paid terms (10 to 20 searches per month combined). At this budget level, dedicated ad groups for those areas would not spend their budget. The pages still earn organic traffic, and Campaign A's North East geo-targeting captures anyone in those areas searching for situational keywords. We'll add city-specific paid coverage when ad spend scales.
How the ads will look in search
Two draft ads to give you a feel for tone and structure. The final spec includes 15 headlines and 4 descriptions per ad group, which Google rotates to find the best combinations. These are representative of what a searcher would see at the top of Google.
The tone matches your new site, calm, specific, and trust-led, rather than the aggressive cash-buyer hype the national consolidators run. That's deliberate. Sellers in your situations (probate, divorce, repossession) respond to credibility and care, not pressure.
Clean tracking, regular reporting
Conversion tracking is being rebuilt from scratch on the new site, replacing the broken setup that drove the wasted spend in the previous account. You'll get a weekly performance check in month one and a monthly summary thereafter, with paid performance set up so you can compare it directly against your organic results, which was one of the things you wanted from the engagement.
What stays the same
- Total ad spend: £1,000 per month, as agreed
- Management fees: unchanged
- Deliverables: unchanged. New campaign build, conversion tracking, weekly optimisation, monthly performance review
- Asset ownership: unchanged. You own everything we build
- Three-month handshake: unchanged
Why we're confident this is the right call
You're getting the same budget, deployed against a structure that uses the new site fully and captures the cleanest commercial intent available to a regional cash buyer. The probate, divorce and tenanted angles are particularly strong because the new site has the content depth to convert them, and the paid auctions for those terms are a fraction of the cost of generic "sell my house" traffic.
This delivers a stronger first three months than a pure-location plan would have. Happy to walk through any of it on the phone.