Case · Property management
NaboA new brand that was visible from day one.
Nabo manages housing associations and was formed in 2019 when four property managers joined forces under a new brand. We ran search advertising through the whole brand migration and until March 2022.
- Engagement
- 2019 to 2022
- Channels
- Google Ads, Microsoft Ads, display and YouTube
- Market
- Sweden
Results
14
Associations that signed contracts after coming in through Google Ads
90%
Visibility in search in autumn 2020, up from 60% a year earlier
52%
Of the site's conversions came from Google Ads
+22%
Quote requests from generic searches
The contracts are from 2020 according to Nabo's own summary and visibility compares autumn 2020 with autumn 2019. The other figures are from 2021.
Nabo's growth during our years together
Nabo was launched as a new brand in the autumn of 2019, the same autumn we started running its search advertising. The company then grew every year we worked together.
30%Organic growth a year 2019 to 2022
“Nabo has had organic growth of around 30% a year from 2019 to 2022.”
About the client
Nabo manages housing associations with financial and technical management, property maintenance, legal services and project management. Everything comes together in its own digital platform for the board.
Conzignus Hem och Fastighet was among the companies behind Nabo. In 2021 Nabo was the fourth largest manager of housing associations in Sweden and today it manages around 4,000 associations.
The assignment
The assignment began in autumn 2019, when four property managers were to become one brand and search demand had to follow to the new name. Advertising had to be live on the day Nabo launched and bring quote requests from housing association boards.
From 2020 we worked directly with Nabo. The assignment grew with more channels, new services and the companies Nabo acquired.
How we worked
One account instead of four
The four former companies had their own accounts with mixed goals and bid strategies. We brought everything into one new account for Nabo and paused the old brands so the whole budget went to the new one.
Live on launch day
The ads went live on 10 September 2019, the same day Nabo launched. In the first days we bought as large a share of searches as possible so the new brand was visible straight away.
Goals that mirror the business
Only quote requests counted as the priority conversion, and the lead value was based on what an association is worth over time. Booked meetings, legal services and technical management later got goals of their own.
From request to signed contract
Time-stamped requests per keyword let Nabo match them against quotes in its own system. The keywords that led to signed contracts were labelled in the account and steered the budget.
More channels and new services
Microsoft Ads, display, YouTube and Gmail ads were added during 2020. Legal services, technical management and the acquired companies got their own campaigns and landing pages.
Quality before volume
When junk requests came in from the display network in autumn 2021 we traced them to campaign and time and added protection against fake clicks. After that no more came in.
The collaboration in practice
A basis for budget decisions
Nabo's head of marketing received monthly reports, a dashboard and a shared sheet for budget per month and channel. In autumn 2020 and 2021 the budget was set from our analysis of lost visibility in search.
Data for management
Ahead of 2022 we produced material showing what a higher budget would bring and a forecast model for the year. The head of marketing could then anchor the budget with management.
Insight into the buying journey
The half-year reports showed the buying journey from first search to request and which ad formats brought the most requests, and they set the next half-year's priorities.
“I really think it has worked well working together and I will warmly recommend DigitalMassa to others going forward.”
Elin Titus
Former Head of Marketing and Business Development at Nabo
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