Google Ads Overhaul That Reduced Cost Per Lead by 61% for a Real Estate Developer
Prestige Properties were spending ₹4.5L/month on Google Ads with a cost per lead of ₹3,800. After a complete account restructure and landing page optimisation, we brought CPL down to ₹1,480 — a 61% reduction — while maintaining lead volume.
🎯 The Challenge
Their Google Ads account had grown organically over 3 years without any strategic structure — 200+ keywords in a single ad group, no negative keyword list, and landing pages with a 78% bounce rate. CPL was ₹3,800 and rising.
💡 Our Solution
We audited and rebuilt the entire paid strategy:
- Full account restructure: SKAG (Single Keyword Ad Groups) for top performers
- Keyword audit: paused 140 low-intent keywords, added 890 negative keywords
- New responsive search ads with 3 headline variants per ad group (A/B tested)
- Built 6 dedicated landing pages (property type + location specific)
- Conversion tracking audit: fixed 4 miscounted conversion actions
- Bid strategy migration from Manual CPC to Target CPA
📈 Results & Outcomes
- CPL reduced from ₹3,800 to ₹1,480 (61% reduction)
- Monthly ad spend reduced from ₹4.5L to ₹3L while maintaining lead volume
- Landing page conversion rate improved from 1.8% to 4.7%
- Lead quality score (as rated by sales team) improved 40% — fewer tyre-kickers
- ROAS improved from 2.1x to 5.4x in 60 days
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