Knight Frank International Paid Media Case Study

Strategic spend optimisation based on demand.

The challenge.

When you’re achieving good results for a client, it’s easy to get complacent. After all, why fix what isn’t broken? However, at Passion Digital we felt confident we could further improve our performance for KF, specifically for their international branch.

Knight Frank (KF) – the UK’s leading real estate consultancy – has entrusted us for over 2 years to run PPC activity for multiple service channels across their offering. This consists of Lettings & Landlords, Vendor, New Homes and International services, whilst also protecting their brand name within the SERPs.

Our response.

Historically, the budget was evenly distributed throughout the financial year. However, the seasonality of a fast-paced industry like real estate was not being considered.

We looked at seasonality trends alongside internal priorities and historical performance data in a bid to drive a strong volume of leads within budget. We also brought learnings from our 2021 in-platform data and PPC stats to pinpoint when/where our target audience was searching for property. Combining all that data and applying creative thinking, we formulated a ‘Search Volume Heatmap’ which overlayed KF’s property stock for each country so that we could ensure budgets became efficiently distributed.

The heatmap also complements other tactical elements, including:

  • 26%

    Increase in conversion rate

  • 83%

    Increase in conversion

  • -14.5%

    Decrease in cost per lead

The impact.

Results for Q122 have brought major YoY increases, exceeding our targets. While we targeted a larger market with an increased budget, the true contributor is our innovative data-led strategy and reactiveness to key updates within the international real estate market.


Freddie and the team head up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He has been great
with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!

Scarlett Giannakou Ecommerce & Digital Marketing Contractor

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous Head of Social Media

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