CASE STUDY
How Montgomery Homes Optimized Marketing ROI by 30% with Channel Attribution Dashboard
AT A GLANCE
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Client: Montgomery Homes
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Industry: Real Estate & Construction
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Location: NSW, Australia
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Solution: Marketing ROI & Channel Performance
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Key Impact: 30% improved ROI, $200K+ annual savings
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Background
Montgomery Homes invested substantially in digital marketing campaigns across Facebook, Google, and TikTok advertising platforms. The marketing team managed multiple campaigns simultaneously, each targeting different customer segments and geographic regions across NSW.
While each platform provided its own analytics, the company lacked unified visibility into which campaigns genuinely drove revenue versus merely generating clicks and impressions. This fragmented reporting made it impossible to optimize budget allocation across channels effectively.
The Challenge
Marketing leadership faced a critical measurement gap between advertising spend and actual revenue generation. The company invested heavily across digital channels but had no unified visibility into which campaigns truly generated deposits. Reporting remained fragmented across platforms, with each system claiming credit for conversions without clear attribution modeling.
Leaders couldn't answer fundamental ROI questions: Which channels and campaigns converted enquiries into actual deposits? Were paid conversion rates improving month over month? What was the true cost per lead and return on investment for each channel and campaign? Without this intelligence, marketing budgets were allocated based on intuition rather than data.
The manual process of consolidating campaign reports consumed 8-10 hours weekly yet still failed to connect marketing efforts to revenue outcomes. Marketing teams exported data from each platform, manipulated spreadsheets, and created presentations that showed activity metrics but not business impact. This disconnection between marketing metrics and sales results created tension between departments and prevented optimal resource allocation.
The Solution
GrowthBI established automated Fivetran pipelines to synchronize advertising data from Facebook Ads, TikTok Ads, and Google Ads into SQL Server alongside HubSpot leads and revenue data. The solution created Power BI dashboards that unified the complete funnel from spend through enquiries, tenders, deposits, and revenue.
The system automatically pulled campaign data every few hours, ensuring marketing ROI dashboards reflected the latest spend, clicks, and conversion performance without manual exports. Advanced attribution modeling connected marketing touchpoints to actual revenue, providing clear visibility into channel and campaign effectiveness.
Key capabilities included:
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Channel-Level ROI Reporting: Complete conversion funnels showing the journey from ad spend to deposits
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Campaign Performance Analysis: Granular metrics for individual campaigns including impressions, clicks, enquiries, and deposits
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Cost Per Lead Optimization: Dynamic CPL calculations by channel, campaign, and creative
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Monthly Trend Analysis: Spend versus revenue visualization with ROI percentage overlays
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Attribution Modeling: Last-touch and multi-touch attribution to understand the true impact of each channel
Results
The marketing ROI dashboard revolutionized budget allocation decisions through clear performance visibility. Within three months, the company achieved 30% improvement in overall marketing ROI by reallocating spend from underperforming channels to high-converting campaigns.
The automated reporting eliminated 8-10 hours of weekly manual work while providing far more accurate and timely insights. Marketing teams could now make daily optimization decisions rather than waiting for monthly reports.
Key performance outcomes included:
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30% improvement in overall marketing ROI
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$200K+ annual savings from reduced wasted ad spend
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8-10 hours weekly saved on manual campaign reporting
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Real-time optimization with hourly data updates
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100% visibility into channel and campaign performance
The dashboard revealed that certain channels excelled at generating leads but performed poorly at deposit conversion. This insight led to strategic shifts in campaign messaging and targeting, focusing on quality over quantity.
Looking Forward
Montgomery Homes now conducts daily campaign optimization reviews using the ROI dashboard. The company has implemented automated rules that pause underperforming campaigns and scale successful ones based on predetermined ROI thresholds.
The success of this implementation has prompted expansion into predictive modeling for campaign performance and integration with offline marketing channels for complete attribution visibility.
Want to see the technical details behind this implementation? Read our technical deep-dive to learn how we unified Facebook, Google, and TikTok Ads data with HubSpot revenue attribution.