The Proof, Channel by Channel
Every channel, doing more
The detail behind the headline: results, charts, and the creative work for each channel. All figures compare the campaign period (Jun 2025 – Mar 2026) against the previous period.
Organic Search
SEO
E-E-A-T-first content
Rather than chasing volume, the SEO strategy focused on attracting more relevant, high-intent traffic that was more likely to convert. By aligning Plunkett Homes' SEO approach with global algorithm trends, particularly Google's growing emphasis on E-E-A-T (Experience, Expertise, Authority, and Trust), the brand was positioned to benefit from 2025's major search updates while competitors fell behind.
This was supported by deep, data-driven content, including house and land insights built using local market data. The result was content that didn't just rank, but educated, built trust, and delivered genuine value to WA home buyers.
Increase in
+0%
Conversion rate
1.95% → 3.88% (record 4.32% in Feb 2026)
Increase in
+0%
Organic leads
1,743 → 4,496 leads
Additional
+0
Leads generated
Peak monthly growth of +308%
While organic sessions grew modestly, the quality of traffic improved significantly, leading to strong gains in both conversion rate and lead volume. There was immediate momentum, delivering record lead volumes and conversion rates before the seasonal Christmas slowdown.
Creative · E-E-A-T-led content
Content promoting trust, experience, & authority
Local-market buyer guides
Authoritative, citable articles
Generative Engine Optimisation
GEO: AI Search
Early-mover advantage
In May 2025 we launched a GEO strategy to position Plunkett for the future of search. By leveraging strong E-E-A-T signals, including Plunkett's status as WA's oldest home builder, and publishing authoritative, citable content, the brand began appearing in AI-generated answers across emerging platforms.
Additional
+0
Leads from AI search
From 5 to 88 leads
Additional
+0
Sessions
From 177 to 1,200 sessions
Increase in
+0%
Leads
Conversion of 7.33%, peaking at 22.22%
Plunkett cited across Google, AI Overview & ChatGPT for WA home-building queries
A standing start to a meaningful new channel: sessions surged from 177 to 1,200 and leads grew from 5 to 88, with conversion peaking at 22.22% in March 2026.
Paid Social
Meta Ads
Same spend, smarter performance
By shifting to a data-led optimisation model, broader audiences, stronger creative variation, and HubSpot lead-quality signals, Meta Ads became a high-efficiency lead engine. The gains came with almost identical media spend: smarter performance at scale, not bigger budgets.
Increase in
+0%
Leads
818 → 2,975 (+2,157 in 10 months)
Increase in
+0%
Conversion rate
Reached 3.97% in June 2025
Decrease in
−0%
Cost per lead
As low as $26.28 in January 2026
September 2025 saw a +467% year-on-year jump, 301 leads vs just 53 the prior year, with cost per lead dropping as low as $26.28.
Almost identical spend. 264% more leads.
Creative · Meta ad campaigns
Lifestyle Two-Storey Range
Menora · Meta StoriesMeta feed video · from Ads Manager
Paid Search
Google Ads
Lower cost, higher conversion
Following the June 2025 campaign restructure, Google Ads was transformed into a higher-converting, lower-cost lead channel for Plunkett Homes. By simplifying campaign structures, removing overlap, expanding keyword reach, and using HubSpot conversion data to guide optimisation, performance improved rapidly, without increasing spend.
Decrease in
−0%
Cost per lead
$42.62 → $25.59 per lead
Increase in
+0%
Conversion rate
3.54% → 6.23% (record 7.53% in Oct)
Additional
+0
Leads
Up 100% vs the prior period
October delivered the strongest result: +166% more leads (258 → 686) at a record 7.53% conversion rate.
Creative · Google search presence
Sponsored result · mobile
Search + display ad · desktop
Simplified, expanded campaigns kept Plunkett front-and-centre for high-intent house & land searches across Perth.
