- (4.9 Rating)
Revenue Generated For Our Clients
- $112,180,461+
Call Us Now!
Revenue Generated For Our Clients
Call Us Now!
Industry:
Residential Construction / Home Building
Services:
Taylor Morrison operates at national scale, serving homebuyers across numerous U.S. markets and communities.
For a large home builder, paid digital marketing has to operate across a highly diverse audience.
Different markets have different buyers, communities, price points, competitive environments and levels of purchase intent.
The challenge was not simply to generate more advertising traffic.
Taylor Morrison needed a paid acquisition strategy capable of reaching qualified prospective homebuyers, identifying audiences with stronger purchase intent and efficiently generating opportunities across multiple markets.
Because purchasing a home is a high-value decision, the quality of each lead was particularly important.
Taylor Morrison needed to reach prospective homebuyers across numerous geographic markets and communities.
Homebuyers typically research extensively before contacting a builder, making audience targeting and repeated exposure particularly important.
Campaigns needed to remain relevant across different cities, communities, buyer demographics and housing markets.
Generating volume alone wasn't enough. Paid campaigns needed to produce qualified prospects with genuine interest in purchasing a home.
Sunstone Digital Tech’s objective was to strengthen Taylor Morrison’s paid digital acquisition through targeted Google Ads and Meta Ads campaigns.
The goal was to:
Sunstone Digital Tech developed a paid-media strategy centered on Google Ads and Meta Ads, using each platform for a specific role within the customer-acquisition process.
Google Ads was used to capture active homebuyer demand from people searching for new homes, communities and related opportunities.
The strategy was built around one central principle:
Reach more of the right homebuyers—not simply more people.
Google Ads campaigns were designed to capture prospective buyers actively searching for new-home opportunities.
Objective: Capture active homebuyer demand and connect Taylor Morrison with prospects already researching new homes and communities.
KEY WORK:
Meta Ads campaigns expanded reach beyond active search behavior by placing Taylor Morrison in front of relevant prospective-homebuyer audiences.
Objective: Expand reach among relevant prospective buyers and create additional opportunities for engagement throughout the homebuying journey.
KEY WORK:
Audience quality was central to the paid acquisition strategy.
Rather than treating all traffic equally, campaigns were optimized around audiences demonstrating stronger potential to become prospective homebuyers.
Objective: Direct advertising investment toward audiences most likely to become qualified homebuyer opportunities.
KEY WORK:
Because home purchases involve extended research, retargeting provided an opportunity to reconnect with prospects who had previously demonstrated interest.
Objective: Keep Taylor Morrison in front of prospective buyers as they continued researching their home purchase.
KEY WORK:
Paid acquisition was treated as an ongoing performance program rather than a set-it-and-forget-it campaign.
Objective: Continuously improve the quality, efficiency and volume of paid acquisition.
KEY WORK:
Sunstone Digital Tech executed a multi-market paid acquisition program focused exclusively on Google Ads and Meta Ads.
Sunstone Digital Tech developed a paid acquisition system centered entirely on Google Ads and Meta Ads.
The campaigns were designed to connect Taylor Morrison with prospective homebuyers across multiple U.S. markets while continuously improving audience quality and campaign performance.
The focus was simple:
Reach qualified buyers. Generate meaningful inquiries. Increase marketing-attributed opportunity.
At Taylor Morrison’s scale, paid digital marketing performance is ultimately measured by the quality and value of the opportunities generated.
The campaign produced substantial improvements across qualified digital leads, high-intent paid traffic, conversion performance and marketing-attributed pipeline.
Before:
4,800
After:
23,232
Change:
+384%
Before:
125,000
After:
458,750
Change:
+267%
Before:
2.7%
After:
7.91%
Change:
+193%
Before:
$3.2M
After:
$10.82M
Change:
+238%
For a national home builder, paid digital marketing is ultimately about creating a consistent flow of qualified prospective buyers.
The objective isn’t simply to generate advertising traffic.
It is to identify the right audiences, reach them at the right stages of the buying journey and create opportunities that can enter the sales pipeline.
For a national home builder, paid digital marketing is not simply about increasing traffic.
It’s about reaching the right prospective buyers.
Google Ads captures people actively searching for new homes and communities.
Meta Ads expands reach among relevant audiences and keeps the brand in front of prospects throughout their research journey.
Together, the channels created a scalable paid acquisition system focused on audience targeting, lead quality, retargeting and campaign performance.
The result was:
+384% QUALIFIED DIGITAL LEADS
+267% HIGH-INTENT PAID TRAFFIC
+193% DIGITAL CONVERSION RATE
$7.6M+ MARKETING-ATTRIBUTED PIPELINE
The campaign demonstrates how sophisticated Google Ads and Meta Ads management can create meaningful commercial opportunity for a national homebuilder.
