Commercial property in Western Australia is a small, well-contested market with a limited number of serious competitors, all visible to the same buyers. The economics are unusual: enquiry volume is low, individual transactions are large, and a prospective investor or occupier searches intermittently and then decides quickly. Being absent at the moment of intent is not a marginal loss, it is the whole opportunity. Two problems made that harder. Commercial and residential property share much of the same search language, so a campaign that is not carefully constructed spends its budget on residential browsers and research traffic that will never transact. And in a market this size, raw volume metrics are actively misleading — the meaningful question is what proportion of the available commercial demand the office is capturing against named competitors, which is a share question, not a traffic question.
We built an always-on programme designed around share of a defined local market rather than volume. Google Business Profile was optimised and actively maintained, because in commercial property a significant proportion of high-intent discovery happens through Maps and local search rather than a website visit. A Performance Max campaign ran across Search, Display, Discovery, Maps and YouTube, with query and audience structures built specifically to separate genuine commercial intent from residential and research traffic — in this category that distinction is the difference between a qualified enquiry and an expensive tyre-kicker. The website was rebuilt around commercial listings and the way a commercial buyer actually qualifies a property: yield, tenancy, zoning and floor area surfaced early rather than buried in a brochure download. Alongside it we ran a six-edition eMarketing programme across three purpose-built databases, segmented by investor, occupier and referrer, so the same listing could be framed differently for each. The programme is managed against competitor share continuously, so budget moves when a rival moves rather than at the next scheduled review. All results below are reported proportionally; absolute volumes remain commercial-in-confidence.
Performance Max · Google Business Profile · GA4 · segmented eMarketing automation across three databases.
Paid search is managed against share of the commercial-property market rather than raw volume, because in a defined local market the question is what proportion of available demand you are capturing, not how many clicks you bought. Competitor share is monitored continuously so budget shifts when a rival moves rather than at the next review. Query analysis distinguishes genuine commercial-property intent from residential and research traffic, which in this category is the difference between a qualified enquiry and an expensive tyre-kicker.
Property-level creative generated from listing data with compliance checks before publishing, and AI-assisted matching of enquiry to listing so an agent responds with the right property rather than a generic reply.