Avison Young partnered with Floresco to launch decarb, their new decarbonisation service for the UK real estate market. With no prior LinkedIn activity to build on, we designed a full-funnel awareness campaign that reached 78,000 senior decision-makers and drove a +476% uplift in traffic to the decarb service, delivering warm, high-value leads.ย
Over a ten-week campaign burst, Floresco built awareness for decarb from the ground up.
Focusing on priority companies, our campaign put decarb in front of senior decision-makers across the UK real estate market, delivering a bank of high-intent leads to the sales team.
0
Senior decision makers reached
0
Sessions to target pages
“I couldn’t be happier with the level of service, the attention to detail, the account management, and the campaign outcomes.”
Decarb brings together feasibility, fit-out, funding advice, and facilities management under a single clear contract. Itโs a full-service offering in a market where most competitors focus solely on strategy.ย
The priority for launch was clear: build awareness of the service among the right audience, quickly. But being a brand-new service line, it had no paid media history to learn from. No benchmarks, no previous activity, and a niche audience of industrial occupiers, landlords, and senior real estate decision-makers.ย
On top of that, decarbonisation is a topic that can feel abstract and a little dry on a LinkedIn feed. We needed to cut through to a commercially valuable but easily distracted audience.
We structured the budget across three phases: awareness and reach; engagement, education, and lead generation; and traffic and conversion. This prioritised getting decarb in front of the right people at scale, before educating them and asking them to engage.
Decarb can feel dry, so getting the creative right was key. Together, we developed four distinct concepts, testing variants across distinct formats and audiences. Continuous iteration helped us find what worked, with Bright Ideas emerging as the winner.
Alongside the awareness push, a key strategic test was where users were more likely to convert: natively on LinkedIn, or on Avison Young’s own website. Every tracked lead came through LinkedIn’s on-platform forms. We worked with together to produce strong content to share with prospects, testing content across webinars and whitepaper formats. We reallocated budget mid-campaign to lean into what was working.
We developed sophisticated LinkedIn audience targeting approaches, aligned with the ideal decarb client. This ensured we were reaching the right companies, industries, roles and getting in front of qualified senior decision-makers. Ongoing testing and optimisation was informed by live audience data and regular client feedback, helping minimise any spend wastage and enhanced overall prospect quality.
“I have worked with Sally and Harriet at Floresco and couldn’t be happier with the level of service, the attention to detail, the account management, and the campaign outcomes. It’s rare to get such an enthusiastic team at an agency where genuinely nothing is too much trouble (even when we must have tested their patience!).
“The service was exceptional, and they will definitely be my go-to going forward, and I will refer other marketers their way.”
โ Faye Bugovics, Avison Young
“It’s rare to get such an enthusiastic team at an agency where genuinely nothing is too much trouble (even when we must have tested their patience!).”
Meet our brilliant team of paid media experts who work on paid search & performance ads for Avison Young.
The primary awareness objective was met and surpassed. We reached 78,000 individuals at priority companies, delivering a bank of high-intent leads to the sales team from senior decision-makers at some of the biggest names in UK real estate.
Just as valuably, Avison Young now has a tested foundation to scale from. Best-performing creative concepts, a winning ad format, and a validated audience approach. This is set up to support decarb in phase 2.
0
Senior decision makers reached
0
Sessions to target pages
The foundations of your marketing. We’ll ensure your ads are expertly executed, blending years of experience with the latest technologies.
Long-term growth is about fostering genuine, lasting connections between you and your consumers. We’ll connect you with your customers to build lasting relationships.
We create sophisticated full-funnel, data-driven strategies tailored to your business. Strategies designed to achieve sustainable and scalable growth. Growth that keeps growing.
Data is only as powerful as it is accurate. Weโll ensure you can see the wood for the trees, providing crystal clear and meaningful data that sets you up for success.
