CampaignTrack
CampaignTrack needed to compete with real estate portals (Domain, realestate.com.au) on cost per inquiry. Red Valkyrie helped design the software and automation that made it possible to manage tens of thousands of campaigns at scale.
The situation
Real estate portals were increasing prices without proportional value increase. Agents and vendors needed an alternative that delivered better ROI on inquiry cost.
The challenge: individual property listings had small budgets (a few hundred dollars each). The economics did not support manual campaign management. Normal campaign rules do not apply when you need to optimise at the scale of tens of thousands of campaigns simultaneously.
What we did
Helped design the software
Red Valkyrie helped design the platform that programmatically created and managed Google campaigns for individual property listings.
Built automation at scale
Automation system to manage tens of thousands of campaigns. Individual budgets were too small for manual management, so the system optimised at aggregate scale.
Achieved better ROI than portals
Cost per inquiry beat Domain and realestate.com.au, giving agents a measurable alternative to portal spend.
Managed 3-4k campaigns monthly
Combination of programmatic and manual controls to keep performance consistent across the portfolio.
International expansion
Campaigns ran across Australia, New Zealand, US, Hong Kong, Singapore, and UK.
What changed
- Became 3rd largest Google Ads spender in real estate worldwide
- Better ROI per inquiry than the major portals (Domain, realestate.com.au)
- Managed 3,000-4,000 campaigns monthly at scale
- Campaigns across Australia, NZ, US, Hong Kong, Singapore, and UK
- CampaignTrack rebranded as Realbase and acquired by Domain for $180M
Why it worked
"When individual budgets are too small for manual management, you need systems that optimise at aggregate scale. The software design was as important as the marketing strategy."
When individual budgets are too small for manual management, you need systems that optimise at aggregate scale. The software design was as important as the marketing strategy.
By building automation that managed tens of thousands of campaigns programmatically, CampaignTrack could offer agents better inquiry economics than the portals, at scale.
If you need to scale campaigns programmatically, we have done it before
Book a call. We will map the controls that protect efficiency at scale.