Client story - Persimmon

Powering new home purchases with paid advertising.

This is performance marketing at its most sophisticated. Audience signals, data-layers, automation, all perfectly tuned across over 260 developments in 27 regions.

A kitchen scene with a couple having breakfast

Working together since:	2025
Industry recognition from:	The Drum & UK Search Awards
Partner agencies:	Mr B & Friends, Flight Feather

Overcoming market challenges.

The new homes market is incredibly competitive. In recent years, the challenges have multiplied. Economic volatility, fluctuating mortgage interest rates and shifting buyer behaviour have made it harder than ever for housebuilders to maintain strong sales pipelines. At the same time, digital-savvy buyers expect relevant, personalised information at every stage of their search journey.

Persimmon Homes, a leading FTSE-100 UK housebuilder, faced exactly this challenge. Despite significant investment in Google Ads, the campaigns were missing the level of sophistication needed to outperform the category.

Within weeks of our team immersing themselves in Persimmon's ad platforms, the account evolved into an example of modern-day search advertising, driven by data and led by AI best practice.

An ad example of the Summerlea Grange development

An ad example for the Glassworks development

An ad example of a development with a coming soon headline

Google

Meta

YouTube

Bing

One in nine Britons admit to looking up, or even viewing, properties they have no intention of buying. To avoid a minefield of time (and budget) wasters, we added richer data-layers into our targeting and machine learning.

A complete restructure and the adoption of Search Ads 360 created a new foundation for our strategy. Budget and property management became both more efficient and intelligent.

Our team had the tools, and the platform had the data.

Property developments move through distinct phases—launch, mid-cycle, final plots. We aligned creative with reality by using feed-driven dynamic messaging. Ads updated automatically with phrases like “Coming Soon”, “Now Selling”, or “Last Few Plots Remaining”.