Client Overview
Castles is an independent estate agency with over 40 years’ experience serving communities across North and East London. Since 2017, Priority Pixels has supported Castles with a range of digital services, helping to strengthen their online presence and drive measurable growth. In 2022, we delivered a full redesign and rebuild of the Castles website, ensuring it was aligned with both marketing objectives and user needs.
Following the success of the new site, our work has continued through an integrated SEO and Google Ads strategy focused on lead generation, local search visibility and delivering a consistent flow of high-quality property valuation enquiries.
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Search Engine Optimisation
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increase in organic search impressions when comparing data from October 2023 to 2024.
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Priority Pixels has implemented a tailored SEO strategy to improve local visibility for each of Castles’ offices across North and East London. With multiple branches serving distinct communities, it was essential to ensure every location was individually optimised to appear prominently in local search results.
A key element of this strategy has been the ongoing management of each office’s Google Business Profile. We maintain accurate, up-to-date information for every location, including opening hours, contact details and services offered. This has helped Castles appear more consistently in Google’s local pack, increasing visibility and driving both footfall and online enquiries.
To further support organic growth, we’ve developed keyword-specific landing pages tailored to each area Castles operates in. These pages target hyper-local search queries and reflect the specific characteristics of the surrounding property market.
Regular updates ensure content remains current, aligning with local trends and maintaining relevance in search rankings.
This local SEO work is supported by a broader on-site content strategy, focused on improving keyword coverage, internal linking and user engagement. All content is built around Castles’ core services and location-specific search intent, helping to convert search visibility into qualified leads.
Together, this multi-layered approach has significantly improved Castles’ organic performance, increased traffic to location-specific pages and strengthened their presence across competitive property markets. The result is a steady stream of local enquiries and improved brand recognition within the communities they serve. With SEO forming a key part of their marketing strategy, Castles is well-positioned for continued growth across all their locations.
Google Ads Success: Delivering Record Growth
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Targeted Google Ads Strategy
Priority Pixels has delivered a targeted Google Ads strategy for Castles, focused on generating high-quality valuation enquiries across North and East London. With a wide catchment area and strong local brand presence, the objective was to build a consistent stream of leads through effective paid search and display campaigns.
We began with a detailed audit of Castles’ existing Google Ads account. This allowed us to identify underperforming areas, benchmark against local competitors and uncover new opportunities. From this, we created a focused strategy designed to reach property owners likely to sell or rent, prioritising local intent and proximity to Castles’ offices.
Our campaigns used Responsive Search Ads and Display Ads to increase visibility, with location-specific targeting to reach users within a defined radius around each branch.
Messaging was built around property valuations and creative was tested and refined to improve engagement. We managed all bidding strategies, maintained a robust negative keyword list and continually adjusted ad copy, formats and targeting to maximise performance.
Outstanding Year-on-Year Performance
The results have been exceptional, with dramatic improvements across all key metrics:
- Impressions skyrocketed by 417% compared to the previous year
- Clicks increased by an impressive 478% year-on-year
- Conversions surged by 617% compared to the previous year
- Click-through rate reached 11% – significantly exceeding industry averages
Over five years, these campaigns have reached over 1.15 million users, generating more than 2,500 direct calls and over 3,000 online conversions. Our work has delivered over 5,500 valuation requests, providing Castles with a strong and steady lead pipeline.
These results demonstrate the long-term value of a performance-driven Google Ads strategy. By combining continuous optimisation with detailed performance monitoring, Priority Pixels has helped Castles establish a reliable, cost-effective lead generation channel that aligns with their wider marketing and growth goals.
Web Design & Development
Priority Pixels designed and developed the Castles website with a clear focus on usability, performance and scalability. The goal was to create a platform that worked seamlessly for both buyers and sellers, while reflecting the established Castles brand and supporting business growth across all offices.
The UX design phase began with mapping key user journeys, ensuring visitors could easily navigate the site whether they were searching for a property, contacting a local office or exploring services. Every interaction was designed to feel intuitive, with a clean interface and mobile-friendly layout ensuring accessibility across all devices.
Central to the user experience is a refined property search function. Built with filters for location, price, property type and features, it allows users to quickly identify relevant listings.
Whether searching for homes to buy or rent, the experience is fast, responsive and simple to use. This tool plays a key role in keeping users engaged and encouraging repeat visits.
From a development perspective, the site was built using WordPress with Advanced Custom Fields (ACF) to provide full content control. Property data is integrated via an API feed, ensuring real-time accuracy without the need for manual input.
This combination of thoughtful UX and robust development provides Castles with a powerful digital platform. It supports internal efficiency, improves the user journey and provides potential clients with quick access to the information they need. The end result is a website that delivers practical functionality while serving as an effective tool in Castles’ wider marketing and business strategy.
What we do
Priority Pixels is a B2B Marketing Agency providing digital solutions that deliver. Our approach combines cutting-edge design, data-driven marketing and seamless technology integration to help support your business or organisation’s goals. Every decision we make is grounded in strategy, whether it’s building high-performance websites, optimising your SEO, paid media, or connecting your digital tools to improve efficiency and reporting.
We don’t believe in one-size-fits-all. Providing tailored services that align with your goals ensures your digital presence works harder, scales faster and delivers real results.
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