ABOUT

Positioned south of Bell Street, Osborne Preston was created for buyers seeking premium, low-maintenance living without compromising on space or design. Featuring generous open-plan interiors, rooftop entertaining terraces and a contemporary architectural aesthetic, the development appealed to discerning owner-occupiers looking to establish themselves in one of Melbourne's fastest-growing lifestyle destinations.

CHALLENGE

We developed and managed an integrated buyer acquisition strategy combining Google Ads, Meta advertising and remarketing to engage prospective purchasers throughout the buying journey. Rather than relying solely on branded searches, campaigns targeted high-intent property searches including townhouses, apartments, units and location-based keywords. Audience targeting, creative, landing pages and campaign performance were continually refined using live campaign data and buyer insights to improve enquiry quality and advertising efficiency.

WHAT WE DID

The campaign demonstrated the value of continual optimisation rather than simply increasing advertising spend. Google Search campaigns expanded beyond branded keywords to capture buyers actively researching townhouses and apartments across Melbourne's inner north, while Meta video advertising significantly outperformed static creative. Campaign insights also revealed that around 70% of engagement occurred on mobile devices, reinforcing the importance of a mobile-first buyer experience and ongoing optimisation throughout the campaign.

STRATEGIC INSIGHTS

Rather than relying solely on project-specific searches, the campaign focused on capturing demand already existing within Melbourne's competitive inner-north townhouse market. By aligning campaign strategy with how buyers naturally researched locations and property types, Osborne Preston was positioned alongside broader purchase intent, expanding the opportunity to engage prospective buyers beyond those already aware of the development.