Charleston’s set out to drive high-quality lead generation for its bi-weekly fine art auctions across major Australian cities while keeping costs low and targeting precise audiences. The main objectives were to attract signups from art collectors, interior designers, and home stylists; boost local traffic in the week leading up to each auction; and retarget users who had previously shown interest. The key challenge was the niche nature of the audience and the limited window to deliver results, with campaigns needing to perform quickly and cost-effectively.
To meet these goals, we developed a highly targeted PPC strategy aligned with Charleston’s rotating auction calendar. Campaigns were launched days before each event, using geo-targeting, compelling ad copy, and refined audience filters to ensure high buyer intent. Retargeting helped re-engage previous visitors and convert them into participants. Within six months, this approach delivered over 3,600 qualified leads and more than 34 leads per $1,000 in ad spend, far exceeding industry benchmarks and firmly establishing Charleston as a digital leader in the fine art auction space.
This campaign proved that even in a niche and time-sensitive market like fine art auctions, a well-executed, data-driven PPC strategy can deliver outstanding results. By focusing on intent, timing, and regional precision, we not only helped Charleston consistently fill its auction events but also elevated its brand visibility across Australia. The success of this partnership demonstrates the power of smart targeting and agile digital marketing in transforming traditional business models into scalable, lead-generating engines.
