A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
Location Insertions on Google Ads Lift Conversion Rate by 33% for a National 1031 Exchange Services Firm
DTC added State and City level location insertions to responsive search ad copy in Google Ads for a national 1031 exchange services firm, signaling local expertise to searchers in every market. Conversion rate climbed 33.01% and cost per conversion dropped 19.03%.
33.01%
increase in conversion rate
19.03%
decrease in cost per conversion
5.26%
increase in conversion volume
The Client
A national 1031 exchange qualified intermediary that serves investors and real estate property owners across the country, with dedicated sales representatives in every state across the entire United States.
The Objective
The goal was to make search ads feel local to whoever was seeing them, no matter where they searched from, and to turn that added relevance into higher engagement and a better conversion rate.
Location Insertion Ad Copy
-
The problem
A national brand reads as national. Searchers looking for help with a real estate property transaction want someone who knows their market, and generic ad copy gave them no reason to believe our client qualified. The client had state-level sales coverage that the ads were not communicating, which meant local expertise was being left on the table at the exact moment a user was deciding where to click.
-
The solution
We built location insertion into the responsive search ad copy at both the State and City level. That let the ad text adapt to a user’s physical location, their regular locations, or the locations they were actively researching, so the same campaign could speak to a searcher in Dallas and a searcher in Denver without running separate ad groups for either. Everything else in the account stayed consistent so we could isolate the impact of the copy change.
-
Why it matters
Relevance is the cheapest lever in paid search. You can spend your way into more impressions, but matching the language in the ad to what the user actually cares about is what moves conversion rate, and conversion rate is what brings cost per conversion down. Most advertisers treat national coverage and local credibility as a tradeoff. This shows they are not.
Conversion rate rose 33.01% against the prior period, the clearest signal that the location-aware copy was landing with the right people rather than simply attracting more clicks.
Cost per conversion fell 19.03%. Because we did not change budget or bidding strategy, the efficiency gain came directly from a higher percentage of clicks turning into leads.
Conversion volume grew 5.26% period over period, confirming the gains held at scale and were not the result of a smaller, better-qualified traffic pool.
Results
Comparing January 2025 through May 2026 against the previous 17 months, the location insertion strategy improved every conversion metric we set out to move. Conversion rate increased 33.01%, conversion volume increased 5.26%, and cost per conversion dropped 19.03%, meaning the account generated more leads at a meaningfully lower cost without any increase in spend or changes to targeting. For a national brand competing against regional specialists, the takeaway is straightforward: telling searchers you are in their market is not a branding exercise, it is a performance lever.
Read More Case Studies
-
Performance Max Transition Maxes Out a $10K Google Ad Grant for a national healthcare nonprofit
Read more -
Full-Funnel Content Strategy Drives a 20% Increase in Conversions for Chicago-Area Custom Jeweler
Read moreA national brand with sales reps in every state was running search ads that read as generic. We added State and City level location insertions to the responsive search ad copy so the ads matched wherever a user was searching from. Conversion rate rose 33.01% and cost per conversion fell 19.03%.
-
CRM Integration Lifts Lead Quality and Cuts Cost per Acquisition 28.73% for a Global IP Firm
Read moreDennemeyer was optimizing Google Ads toward every form fill, not the leads that actually closed. We integrated their CRM with Google Ads so Smart Bidding could optimize for qualified leads. Cost per acquisition fell 28.73%, conversion rate rose 77.92%, and by January only 4.5% of raw leads came through unqualified.
Email Us. Find out how we can help.