PPC Campaign to Boost Website Traffic

Operating in a competitive property market, MorfittSmith wanted to raise their online profile and increase conversions from two key audiences: homeowners looking to sell their property and landlords searching for expert property management. The core challenge was to ensure the agency’s ads appeared in front of the right people at the right time, while standing out from larger competitors with broader marketing budgets.

With clear commercial goals in place, they needed a highly targeted PPC campaign that would deliver measurable impact across search visibility, user engagement, and website traffic.

To deliver the best possible results, we developed two targeted PPC campaigns, each with a distinct focus and goal.

The first campaign was aimed at generating enquiries from homeowners looking to sell their property in Sheffield. To encourage these potential vendors to take action, we crafted ad messaging that highlighted MorfittSmith’s local expertise and invited users to book a property valuation directly through the website.

The second campaign was focused on landlords, promoting the estate agency’s comprehensive property management services. We positioned the agency as a reliable and knowledgeable partner for landlords looking to outsource their property management with confidence.

Both campaigns used a tailored strategy to improve ad relevance and maximise ROI. We conducted detailed keyword research and structured the campaigns to target localised search terms. By honing in on intent-driven searches and ensuring the ads were highly relevant, we boosted click-through rates while keeping the cost-per-click competitive.

As part of the overall strategy, we also used display ads on relevant websites to extend their brand visibility beyond search, reinforcing awareness and trust among target audiences.

The impact of the PPC campaign exceeded expectations across all major performance indicators. Paid traffic to their website increased by an impressive 322% year on year, with user engagement rising by 568%, demonstrating that visitors were not only landing on the site, but also interacting meaningfully with its content.

The number of new users soared by 408%, showing that the campaign reached fresh audiences who had not previously interacted with the brand. In terms of direct ad engagement, total campaign clicks increased by 222% year on year, highlighting the strength of the messaging and targeting approach.

Overall, the PPC campaign delivered significant improvements in visibility, traffic, and lead generation, positioning MorfittSmith prominently within the local property market and reinforcing their reputation as a trusted Sheffield estate agent.