Case Study: Armour Group Limited
How Google Ads & LinkedIn Ads led to a 93% growth in calls in two months and click-through rates up to 3x benchmark.
Location
Atlantic Canada
Industry
Commercial Real Estate
& Hospitality
Scope of Work
Google Ads
LinkedIn Ads
in two months
Intro
Armour Group: Lead Generation for a Four-Property Commercial & Hospitality Portfolio
The Armour Group Limited is a multi-dimensional investment firm, defined primarily by its position as an integrated real estate development and construction firm across Atlantic Canada. Its portfolio is built on a mandate of creating a “sense of place,” integrating concept design, development, construction, and long-term management of its own real estate assets, and the company has not sold a developed asset in its history.
Within that portfolio, Stockall & Co. ran lead generation for four properties: Modspace (coworking), Barrington Hotel, Delta Dartmouth, and Queen's Marque, Armour Group's waterfront development in Halifax. Each serves a different audience and a different decision, from a company signing a coworking lease to a traveler booking a stay.
Stockall & Co. ran Google Ads across all four properties and LinkedIn Ads for Modspace's B2B coworking audience, from June 2025 through September 2026.
- Calls from ads at Barrington Hotel grew 93% in two months, from 147 in June 2026 to 283 in August
- 439,084 impressions and 31,365 clicks generated across the portfolio
- Click-through rates on Queen's Marque and Barrington Hotel run at roughly 3x the typical Google Search benchmark
- Modspace's click-through rate improved 72% as the account matured, from 5.84% to 10.04%
- Four properties, four different sales cycles, run to the same standard across a 16-month engagement
Key Results
Armour Group's properties run on a lead-generation model rather than e-commerce or reservations, so results here are measured on calls, reach, click-through rate, and engagement quality rather than platform-attributed revenue.
"Before working with Stockall & Co., we were running Google Ads on some of our properties without a clear read on whether the traffic we were paying for actually matched the person who'd sign a lease or book a stay.
Lindsay and her team treated each property differently from day one. Coworking, hospitality, and a landmark waterfront development each got its own campaign structure, its own targeting, and its own read on what a good lead actually looks like.
From June 2025 through September 2026, that program ran across Modspace, Barrington Hotel, Delta Dartmouth, and Queen's Marque, generating hundreds of thousands of impressions and tens of thousands of clicks, with click-through rates running up to three times the industry benchmark on our top-performing properties.
Barrington Hotel is the clearest proof of what that attention does. Calls from ads grew 93% in just two months, and the team told us we were leaving bookings on the table by capping the budget, not because the demand wasn't there.
Modspace tells a similar story on efficiency. Click-through rate on that account nearly doubled as Stockall & Co. refined it month over month, moving from 5.84% in its first reported months to 10.04% most recently.
We always knew what was running and why, which mattered when we were managing four very different sales cycles at once.
If your business sells on consideration, not impulse, this is what it looks like when your ad account actually understands the difference."
Stephanie Carver
Sr. Director, Marketing & Communications, The Armour Group Limited
Different Properties. Different Sales Cycles. One Team That Gets It.
Client Perspective
The Goal
A paid search and social program that could serve four properties on their own terms
Modspace (coworking), Barrington Hotel, Delta Dartmouth, and Queen's Marque are a different category of problem from restaurant or e-commerce marketing: longer consideration windows, higher-value conversions, and audiences that respond to search intent and professional targeting rather than impulse and scroll-stopping creative.
The goal was to build a paid search and social program that could serve all four properties on their own terms, run to the same standard every month, without collapsing them into one generic commercial real estate campaign.
"We needed a team that could handle four completely different properties, a coworking space, a hotel, a seasonal hospitality campaign, and a landmark waterfront development, without treating them like one generic real estate account."
Stephanie Carver
Sr. Director, Marketing & Communications, The Armour Group Limited
The Challenge
Building a lead-generation program around search intent and professional targeting across a diverse portfolio
Each property in the portfolio sells something different, on a different timeline, to a different buyer: a business signing a coworking lease, a traveler booking a hotel stay, a company weighing a long-term commercial commitment. A single campaign template would underperform on at least half the portfolio at any given time.
Armour Group's properties also don't carry e-commerce or reservation-based conversion tracking the way a restaurant or retail account would, which meant this case study needed to be built around calls, reach, click-through rate, and engagement quality rather than platform-attributed revenue.
The Solution
Search and Social, Built Property by Property
Stockall & Co. ran Google Ads across all four properties and LinkedIn Ads for Modspace's B2B coworking audience, from June 2025 through September 2026. Every campaign was built and optimized in-house for that property's audience and sales cycle rather than templated across the portfolio.
At Barrington Hotel, that meant weekly work on the account: mining search terms, adding negative keywords to filter out unwanted traffic, adjusting bidding strategy as call volume grew, and flagging budget as the ceiling on results rather than demand. Over June, July, and August 2026, calls from ads grew from 147 to 158 to 283.
Across the four properties, that work generated 439,084 impressions and 31,365 clicks.
Paid Performance by Brand
Barrington Hotel
Queen's Marque
Modspace
Property
Months
15
10
10
Delta Dartmouth
1
Impressions
217,943
72,276
52,365
96,500
Clicks
Avg. CTR
20,047
7,582
1,493
2,243
10.12%
11.74%
5.00%
2.31%
For context, average click-through rate on Google Search ads across industries sits around 3–4%. Queen's Marque and Barrington Hotel are both running at roughly 3x that benchmark.
Modspace: Efficiency Improved as the Account Matured
Modspace is the most heavily reported property in the portfolio, with 15 months of continuous Google Ads data, giving the clearest view of what ongoing optimization does to an account over time.
Average click-through rate moved from 5.84% across the account's first three reported months to 10.04% across the most recent three, a 72% improvement driven by ongoing keyword, audience, and ad-copy refinement rather than a set-and-forget campaign.
Results & Impact
At Barrington Hotel, calls from ads grew 93% in two months, from 147 in June 2026 to 283 in August, and the team's own recommendation was to raise the daily budget because the account was hitting its spending cap before the day's demand ran out, a sign the channel had room to do more, not less.
Across the portfolio, Stockall & Co. generated 439,084 impressions and 31,365 clicks, with click-through rates on Queen's Marque and Barrington Hotel running at roughly 3x the typical Google Search benchmark.
Modspace, the longest-running account in the portfolio, shows what sustained optimization does over time: click-through rate improved 72% from the account's first three reported months to its most recent three, evidence of ongoing refinement rather than a static campaign.
"Click-through rates on our properties are running well above what we'd see as the industry norm, and calls from ads at Barrington nearly doubled in just two months. That's the kind of proof we look for."
Stephanie Carver
Sr. Director, Marketing & Communications, The Armour Group Limited
Takeaways
Armour Group's story isn't about one channel or one property. It's about running four different sales cycles to the same standard every month, and proving out, property by property, that ongoing optimization moves the numbers that matter, right up through Barrington Hotel's call volume in its final reported months.
As this engagement wraps in September 2026, the portfolio is handed back performing better than it started: calls up, click-through rates up, and a clear, property-by-property read on what worked.
"Stockall & Co. understands that a commercial real estate lead and a restaurant reservation are not the same sale, and they've built a program that reflects that."
Stephanie Carver
Sr. Director, Marketing & Communications, The Armour Group Limited
