Breakthrough Results for Purplebricks Using AI Max
Kinase was an early adopter of AI Max, using it to accelerate growth for Purplebricks. The results were so striking that they became an official Google Case Study
The Challenge
Purplebricks is a hybrid online estate agent that charges a fixed fee for property sales, combining a digital platform with local in-person support. Property valuations are the company's key service line, with a primary focus on increasing volume across the United Kingdom. Already far ahead of the digital curve, Purplebricks sought to continue its mission to innovate, applying the power of AI Max to drive new auction efficiency and achieve nationwide expansion.
The Approach
Despite already being fully demand-led and heavy users of broad match, Purplebricks was eager to test the latest AI solutions to capture more conversions. In August 2025, Google partnered closely with Kinase to roll out AI Max tests across all generic campaigns, using the full suite of its three core features, following an initial search term matching validation. This solution enhanced existing Search campaigns with an AI-powered layer, enabling Purplebricks to expand matching to find new search terms (for example, "how much is my house worth"), automatically create the most relevant ad assets, and select the optimal landing page.
The Results
AI Max for Search delivered significant gains for Purplebricks by unlocking 30% year-over-year new queries beyond traditional match types. This resulted in a remarkable 165% surge in clicks at a 65% lower cost-per-click (CPC). The campaigns saw an 8% conversion jump and a 15% efficiency gain, translating to a 25% non-brand conversion growth year-over-year at a 16% lower cost per acquisition (CPA). Following this success, Purplebricks plans to continue scaling AI Max across branding, with a goal of achieving a full AI Max solution by the end of Q4.
“25% non-brand conversion growth year-over-year at a 16% lower cost per acquisition”
“Our biggest learning? AI Max has generated conversions from relevant content pages we would have never considered serving with paid traffic. Its ability to expand our reach and uncover new audiences truly makes it a game changer for our strategy.”
Rob Hodges, Head of Growth, Purplebricks
