Acquire · Convert · Operate
PropertyReach
Trials up 50% and cost-per-trial down 22% — an unmeasured account rebuilt into an efficient acquisition engine.
PropertyReach is a real-estate data platform that sells property records, owner information, and skip-tracing to real-estate investors, acquiring trials and subscribers through paid media. When The Matchbox took over the account, paid search was running without clean attribution, its budget was concentrated in a single inefficient competitor keyword, and traffic from every source funneled into one generic signup page. The Matchbox rebuilt PropertyReach's paid-search engine from the ground up — a clean campaign structure, verified conversion tracking, a full keyword and Quality Score audit, a data-driven channel reallocation, and a conversion-focused funnel overhaul. An unmeasured account became an efficient, scalable acquisition system.
Visit propertyreach.comLower cost-per-trial, month-over-month
More paid-search trials vs. prior quarter
More leads vs. prior quarter
Click-to-lead conversion rate
Key achievements
Improved paid-search cost-per-lead 19% and cost-per-trial 22% month-over-month after rebuilding the account.
Grew paid-search trials 50% and leads 45% versus the prior quarter.
Lifted click-to-lead conversion to 13.8%, with every new subscriber sourced from paid search.
Cut two core campaigns' acquisition costs 53% and 55% after keyword and offer optimization.
Turning an unmeasured account into a growth engine
Spending without knowing what worked.
The challenge: PropertyReach's paid search ran without a clean attribution view — no verified conversion data, no reliable read on what was driving trials and subscribers, and no clean campaign structure to optimize against. Every traffic source landed on the same generic signup page, and acquisition costs were running far higher than they needed to.
The Matchbox solution: We rebuilt the account into a clean, segmented structure and wired verified conversion tracking across the ad platform and CRM so every dollar could finally be traced to an outcome.
- Rebuilt campaigns into a clean structure segmented by brand, competitor, feature, and audience.
- Added verified conversion tracking across Google Ads and HubSpot for the first clean attribution view.
- Implemented dayparting and Maximize Conversions bidding to concentrate spend on converting hours.
- Improved cost-per-lead 19% and cost-per-trial 22% month-over-month, with leads up 38% and trials up 40%.
- Lifted click-to-lead conversion to 13.8%, and every new subscriber came from paid search.
Recovering budget from an inefficient keyword
One term quietly draining the account.
The challenge: A single competitor campaign was consuming 43% of PropertyReach's entire paid-search budget, with one head term accounting for 84% of that campaign — at a Quality Score of just 3/10, outranked by the competitor 84–95% of the time, and a conversion rate that had decayed from 10% to roughly 5%. Broad match was converting at 3.1% versus 8.0% on exact — roughly twice as expensive per conversion — while the brand campaign's cost-per-click had inflated 150% in 10 weeks under competitor pressure.
The Matchbox solution: We ran a two-month search-term audit and used it to cut waste and re-point budget toward converting intent.
- Audited two months of search-term data to isolate wasted spend and leakage.
- Proved broad match was converting at 3.1% versus 8.0% on exact — roughly 2x worse cost-per-conversion.
- Migrated match types to phrase/exact and built account-level negative keyword lists.
- Restructured the highest-spend competitor campaign into tighter, intent-tiered ad groups.
- Flagged a 150% brand CPC inflation in 10 weeks via Auction Insights — the Quality Score was healthy at 8/10, so this was pure competitive pressure.
Following the data out of Meta and into search
Cheap leads that never converted.
The challenge: Meta was generating affordable top-of-funnel leads, but they weren't converting — the lead-to-trial rate on Meta was roughly 3.6%, versus 42% on Google. Budget was being spread across a channel that wasn't producing trials or subscribers, while paid search — the proven driver — was under-funded.
The Matchbox solution: We let the conversion data dictate the budget, pulling spend out of Meta and concentrating it where it produced subscribers.
- Reduced Meta spend 64% month-over-month and redirected budget into paid search.
- Repositioned the remaining Meta budget toward retargeting and awareness-first creative rather than cold direct-response.
- Concentrated acquisition budget on the channel converting at 42% lead-to-trial versus Meta's 3.6%.
- Delivered every February subscriber through paid search after the reallocation.
Fixing a generic funnel that leaked conversions
Strong traffic, weak conversion.
The challenge: Every campaign pushed traffic to the same generic signup page, regardless of intent. The landing pages drew strong volume but converted poorly — more than 27,000 sessions at a conversion rate below the 3–5% benchmark, with average scroll depth of just 15% and a JavaScript slider error disrupting roughly 900 sessions. The trial offer handed over 30,000 leads, attracting low-intent signups who pulled the data and churned.
The Matchbox solution: We deployed session analytics to diagnose the friction, then re-pointed both the pages and the offer toward higher-intent users.
- Deployed Microsoft Clarity across all landing pages to diagnose conversion friction.
- Surfaced the core problem: 27,000+ sessions converting below the 3–5% benchmark at just 15% average scroll depth.
- Right-sized the trial offer from 30,000 leads to 100 to attract higher-intent signups.
- Drove the property-and-owner-info campaign's acquisition cost down 53% and skip tracing down 55%.
- Identified and routed a JavaScript slider error affecting ~900 sessions for fix.
The outcome
The Matchbox rebuilt PropertyReach's paid search from an unmeasured, broad-match-heavy account into a clean, efficient acquisition engine. By restructuring campaigns, auditing every keyword and Quality Score, reallocating budget from underperforming social into paid search, and re-pointing the funnel toward higher-intent users, we improved cost-per-lead and cost-per-trial by double digits month-over-month while growing trials 50% versus the prior quarter — proving that match-type discipline and clean attribution, not bigger budgets, are what unlock efficient growth.
Focus
Real Estate Data
FAQ
About this
engagement.
By rebuilding the paid-search account from the ground up: a clean campaign structure segmented by brand, competitor, feature, and audience; verified conversion tracking across Google Ads and HubSpot; dayparting and Maximize Conversions bidding; and a migration from broad match to phrase and exact match, which was converting at 8.0% versus broad match's 3.1%.
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