−11.12% CPC at higher conversions.

Braustin Homes needed broader reach for their manufactured-home offering — without their cost-per-acquisition spiraling. We restructured the paid program for efficiency-first targeting. CPC dropped 11.12%, total cost dropped 1.41%, and conversions still climbed.

01 Overview.

Braustin Homes is a leading manufactured home developer based in San Antonio, Texas. They wanted to bring quality products to a broader audience — but their existing paid program was inefficient. We came in with a focus on lowering CPC while expanding reach.

Real demand for their homes, but a paid program that spent inefficiently to reach it. Broad targeting, rising cost per click, and no clean line from ad dollars to booked sales calls. That's where we picked it up.

02 Goals.

More calls into the sales pipeline. Lower cost per call. Broader brand reach across San Antonio and surrounding markets.

• Lower cost per click and overall cost
• Expand impression share in target market
• Increase conversions and sales pipeline calls

03 Strategy.

Audience Targeting Refresh

Audited and tightened audience targeting — cut wasted spend on non-buyers, sharpened focus on high-intent home-shoppers.

Campaign Restructure

Rebuilt campaign architecture for better quality scores and lower CPC. Improved ad copy to lift CTR and conversion rate.

Sales Pipeline Integration

Tied paid program directly into the sales call pipeline so every metric mapped back to revenue, not just clicks.

04 The Results.

The numbers below are receipted — pulled straight from the platforms, not estimated.

Paid Program Performance

05 What This Meant for the Business.

Braustin turned an inefficient paid program into a predictable pipeline, more sales calls at a lower cost per call, with every dollar traceable back to the phone ringing.