Exeter Homes
Driving Leads with a Dual-Platform Ad Strategy
Exeter Homes is a modular home builder specialising in 2-5 bedroom transportable homes, with the added feature of internal-access garages, a rare offering in the modular home market. Their homes appeal to both residential buyers and property developers looking for practical, high-quality solutions. By implementing targeted Google Ads and Meta campaigns with audience refinement and ongoing optimisation, we helped Exeter Homes boost brand visibility and generate a consistent flow of qualified leads across the Bay of Plenty, Hawke’s Bay, and Waikato regions.
The Challenge
Conquering The Competition
& Driving Quality Leads
Exeter Homes needed to increase visibility and generate qualified leads for their range of products, particularly their affordable “granny flats” and high-end modular homes with internal-access garages. The aim was to strengthen their position in the market following a recent brand refresh, engage early interest and build their contacts list for future nurturing, and drive consistent traffic to their website while reaching the right audience of homebuyers, developers, and investors.
Platform
Meta
Google Ads
Tools
Google Analytics
Meta Pixel and UTMs
Automated Rules
Reporting Dashboards
Positioning Exeter Homes for Long-Term Growth
Increase Exposure
Expand the reach of Exeter Homes to their desired target audience, particularly in the Bay of Plenty, Hawke’s Bay, and Waikato regions.
Build Out the Marketing Funnel
Develop a structured marketing funnel with precise tracking and analytics to continuously optimise lead generation and conversion efforts.
Create Top-of-Mind Reminders
Use remarketing strategies to keep Exeter Homes top-of-mind for potential buyers and increase brand recall in the modular home market.
The Results
Real Results, Tangible Growth
Our targeted strategy leveraged Google Ads and Meta to increase both the quantity and quality of leads while reinforcing their brand in the modular home market, positioning them for long-term success. By focusing on high-intent audiences and leveraging remarketing, we improved lead generation, reduced cost per lead, and significantly increased visibility in key markets. The results speak for themselves:
The Strategy
Targeted, Data-Driven, and Effective
High-Intent Google Search Campaigns
We focused on key search terms aligned with Exeter Homes’ most sought-after offerings, from “affordable granny flats Bay of Plenty” to “modular homes with internal-access garage.” This ensured we captured users actively searching for solutions that matched Exeter’s unique value proposition.
Google Display Remarketing
To stay front-of-mind during the long decision-making cycle, we re-engaged website visitors with targeted display ads that reinforced Exeter’s standout features. This helped re-engage warm leads during the extended research and planning phase typical in the modular home space.
Meta Lead Generation Campaigns
Using precise audience targeting, we generated a steady stream of leads through Meta ads that highlighted Exeter’s key differentiators, such as internal-access garages and flexible design options. Creative variations were tailored to different buyer personas, including downsizers and developers.
Lead Magnet Strategy
We created an educational eBook that outlined the benefits of transportable homes and provided planning guidance to attract early-stage buyers. This not only positioned Exeter as a helpful expert but also grew their email list for future nurturing.
A/B Testing and Optimisation
Continuous testing of headlines, copy, and creative across both platforms helped us identify what resonated most with key audiences. Learnings were applied in real time to improve performance and maximise lead quality.
Custom Audience Targeting
To expand reach beyond existing traffic, we used lookalike audiences built from converters and website visitors, helping to surface Exeter’s offering to high-potential new leads who matched key engagement behaviours.
“NZ Digital are an incredibly easy company to work with. Our account manager, Brittany, was very communicative and understanding of our company. Brittany and the team took our new logo and created a beautiful new website and creative marketing tools. The process was incredibly easy and has been very rewarding. I highly recommend this company.”
Victoria Travis, Managing Director
