Transforming Zango’s Lead Generation with Precision PPC Tactics

The Challenge

When Zango approached farsiight, they were facing challenges that were hindering their PPC performance. Our audit revealed a range of issues—tracking inaccuracies were inflating performance metrics, the cost per acquisition (CPA) was several times higher than acceptable, ads were misfiring in incorrect geos, and most campaigns were running manual bids with no adjustments in place.

Despite the account’s poor health, our team saw this as a huge opportunity. With farsiight’s marketplace expertise and a clear action plan, we were able to turn things quickly. Within just three months, we implemented a strategy that significantly improved Zango’s lead generation and reduced its cost per acquisition.

Digital Strategy

• Built tailored audience segments for retargeting on Google Ads based on user awareness of Zango.
• Designed creative assets for Display Retargeting and Performance Max, aligning with buyer and renter segments.
• Revamped tracking to avoid double tracking and separately measure buy and rent enquiries, optimising value recognition for each.

Platform Tactics

• Rebuilt Google Ads structure with region-specific campaigns for buying and renting, localising ad copy to specific suburbs for improved CTR.
• Developed a full-funnel search strategy to deliver fresh ad messaging for returning users, maximising impression share for high-intent audiences.
• Launched granular search targeting for property types (apartments, houses, units) to enhance CTR and relevance.
• Tested and implemented smart bidding strategies, increasing conversion rates while maintaining CPC efficiency.