Overview
A mid-sized real estate developer came to us to improve the quality and consistency of their digital lead pipeline. They had a strong local presence, but online performance was erratic and leaned heavily on channel partners. Traffic arrived, yet few enquiries were worth the sales team’s time.
The brief was to turn volume into qualified leads: rank for the searches buyers actually make, give them instant clarity on the project, and track every enquiry back to what created it.
The challenge
Weak local search visibility
Project pages were not ranking for high-intent local queries, and there was no schema markup or proper interlinking to help search engines understand them.
A slow, cluttered website
Load times ran six to eight seconds, and there was no pricing or location clarity above the fold, so buyers left before they understood the offer.
An inefficient Google Ads structure
Budget went to irrelevant keywords with no negative keyword list, so spend chased clicks that would never convert.
No tracking or measurement layer
There was no GA4 implementation and no click-to-call tracking, so no one could tell which campaigns or pages produced real enquiries.
An unpredictable lead flow
Sales relied on offline partners, and the digital enquiries that did arrive were low quality and inconsistent.
Our approach
We started with a Design Thinking diagnostic to see how buyers actually evaluate a project before spending on media.
- 1
Empathise
studied buyer behaviour, search patterns and on-site interactions.
- 2
Define
mapped the key friction points blocking conversions across the funnel.
- 3
Ideate
developed new landing-page layouts, messaging and ad structures.
- 4
Prototype
built low-fidelity wireframes to test flow and clarity.
- 5
Test
A/B tested landing-page variants, CTAs, creatives and forms against lead quality.
What we did
Accelerated local SEO. We added schema markup, fixed the interlinking and rebuilt project pages around high-intent local queries, which put 12 keywords on page one and made the developer visible where buyers were actually searching.
Rebuilt the landing experience. New pages surfaced price, location, approvals and USPs above the fold and cut load times, lifting landing-page conversion to 9.4% and raising the quality of every enquiry.
Overhauled the paid account. We cut irrelevant keywords, added a negative keyword list and restructured campaigns around intent, which brought cost per lead down by 58%.
Implemented full tracking. GA4, Google Tag Manager and click-to-call tracking on Google Ads gave the team clear attribution from ad to enquiry for the first time. Together the work delivered a 4x increase in qualified leads.
The impact
- A predictable flow of high-quality inbound leads.
- Lower dependency on channel partners.
- Better ROI from Google Ads.
- Higher closing rates from qualified digital enquiries.
- A scalable tracking framework ready for future projects.
“Real estate buyers need instant clarity. Surfacing price, location, approvals and USPs at the top of the page improved lead quality dramatically.”