How we constructed a more efficient growth engine for Goodman

Goodman is a global property group focused on industrial and commercial space, with growth dependent on filling vacancies efficiently across key markets.

While demand existed, their digital activity wasn't converting that demand into meaningful enquiries.

Windsorborn partnered with Goodman to transform a fragmented approach into a connected, full-funnel system designed to drive higher-quality leads and improve the efficiency of paid media investment.

• Paid media was generating traffic, but not enough high-value enquiries
• Conversion tracking treated all actions equally, limiting optimisation toward real business outcomes
• Channels were operating in isolation, with no clear full-funnel structure
• Landing pages and user journeys were not optimised to convert interest into enquiries
• Growth required not just more activity, but a more effective system

We created a more connected, full-funnel approach across media, data and creative, ensuring campaigns could drive both volume and high-value enquiries.

Built a clear full-funnel structure

• Defined distinct roles across channels, with Search capturing intent, Display supporting retargeting, and Paid Social driving awareness and engagement
• Aligned activity across the funnel to ensure demand could be generated, nurtured and converted more effectively

Improved acquisition and efficiency

• Restructured Google Search campaigns by location and property type, increasing relevance and conversion performance
• Reduced reliance on high-cost channels like LinkedIn, reallocating investment into more efficient platforms

Strengthened data and optimisation

• Shifted optimisation toward high-value enquiry actions through value-based bidding and improved conversion tracking
• Strengthened measurement and attribution to better align media spend with meaningful business outcomes

Introduced retargeting and conversion pathways

• Implemented a Display retargeting layer to re-engage warm audiences and support conversion journeys
• Identified and prioritised landing page and CRO improvements to convert more traffic into enquiries

Built a continuous improvement engine

• Introduced an ongoing creative testing framework to iterate across formats, messaging and audiences

With a clearer system in place, performance became more efficient and better aligned to real business outcomes.

• Cost per conversion decreased significantly, with a 65% reduction across Google activity
• Cost per enquiry improved by 33%, demonstrating more efficient lead generation
• Over 1,000 total conversions were delivered, supported by a strong retargeting layer
• Display campaigns provided cost-efficient engagement while supporting conversion journeys
• Search campaigns drove the majority of high-intent enquiries, validating the full-funnel structure
• Media investment became more targeted, reducing waste and improving overall efficiency

Most importantly, Goodman moved from fragmented activity to a connected performance system, where channels work together to generate, nurture and convert demand more effectively.