Duo Tax, an Australian property services company, has been a trusted provider of valuations and quantity surveying to investors, residential, and commercial clients for over a decade. After successfully scaling Google Ads from $2,000 to $17,000 in monthly spend, the business's internal team hit a wall that threatened the company's ambitious growth trajectory, prompting them to reach out to Chicken Dinner for backup.
The Duo Tax internal marketing team were able to achieve impressive early Google Ads success, profitably growing the business's investment from $2,000 to $17,000.
Alarmingly, further attempts to push beyond this budget threshold saw diminishing returns. Cost Per Acquisition began to climb while lead quality dwindled as the brand’s Target CPA approach failed to deliver sustainable growth at scale.
The team found themselves stuck in optimisation paralysis—making safe, predictable tweaks to campaigns without a clear roadmap for scale and growth.
With a patchy understanding of their customer’s journey, internal stakeholders couldn’t pinpoint the ingredients needed to take their business to the next level.
Duo Tax reached out to Chicken Dinner in October 2024 with a clear objective; break through their $17,000 monthly spending ceiling while maintaining or improving their cost per acquisition.
Duo Tax needed a partner who could analyse their entire funnel, implement robust tracking systems, and develop a strategy that would facilitate long term, sustainable business growth.
An initial audit revealed several critical issues preventing scale:
Incomplete conversion tracking was prioritising shallow, less meaningful conversion events. This kept Google’s algorithm hooked on the drug of delivering surface level customer action that didn’t equate to sales.
Additionally, the account’s existing campaign architecture wasn't built for scale- internal teams were polishing the original structure rather than engineering campaigns capable of handling higher budgets. Without CRM integration, valuable conversion data remained disconnected from the optimisation process, robbing the team of strategic insights needed to drive meaningful growth.
Audit in hand, the team got cooking
Instead of the microwaved marketing solutions served up by many modern agencies, Chicken Dinner's approach began with complete immersion in the Duo Tax business model, competition, and target market.
With a deep understanding of the client’s business, Chicken Dinner got to work creating a comprehensive roadmap of the Duo Tax customer journey, identifying points of friction, leaks in the funnel, and the highest leverage areas to hone in on.
The first priority was clear; implement bulletproof conversion tracking, starting with the integration of Salesforce with Google Ads. Spearheading this initiative, Chicken Dinner created a feedback loop that trained the algorithm to optimise for revenue over shallower cost per lead metrics.
This shift fundamentally transformed the account's focus from chasing volume to driving value.
With measurement nailed down, Chicken Dinner transitioned the account to an architecture that was built for scale and profit.
Whilst the transition was underway, the creative team did not sit idle, spicing up existing campaigns with carefully crafted messaging, ensuring each ad was packed with flavour to engage prospects at every stage of their buying journey.
Winner winner, Chicken Dinner.
In under 5 months of service, Chicken Dinner profitably scaled the Duo Tax account spend by more than 235%, simultaneously improving efficiency across key metrics.
Additionally, lead volume increased 60% whilst cost per acquisition dropped from $89 to $69, a reduction proving Duo Tax didn’t need to trade scale for efficiency.
Most importantly, revenue jumped a whopping 409%, validating the shift to performance campaigns focused on revenue, rather than vanity metrics.
What started as a scaling problem became a complete business transformation that positioned Duo Tax as the market leader in the competitive Australian property services sector.
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