Doubled Conversions for a Construction Business in Melbourne with Zero Budget Increase

About the Project

The client is an Australian company based in Melbourne that specializes in the construction and supply of autonomous residential modules. These structures are commonly used as guest houses, home workshops, or additional living spaces.

Before our work began, the advertising performance looked like this: over two months, the campaigns generated only 14 leads at an average cost of $69 per lead. The client reported that lead quality was consistently low and results remained unstable.

The primary goal was to build a stable, predictable flow of high-quality, targeted leads.

A key feature of the project was managing two separate campaigns simultaneously.

Preparatory Work

First, our team performed a comprehensive audit:
– Evaluation of all campaigns’ performance: CTR, CPC, conversions, CPA, ROAS in comparison with the previous quarter and KPI benchmarks.
– Search query analysis: cleaning negative keywords and identifying new entry points.
– Landing page analysis: loading speed, offers, behavioral metrics.
– Bid strategy assessment: comparison of automated and manual strategies, adjustments.
– Marquiz survey assessment: questions were refined to increase conversion rates of incoming inquiries.

Our Actions

November – December

Our team first optimized the existing campaigns. We fixed technical bugs, replaced underperforming ads, and refined extensions. We ran A/B tests on headlines, ad copy, images, and banners. Budgets were reallocated according to actual performance data, and bids were adjusted for different audience segments.

We relaunched both the search campaign and the Google Display Network (GDN). Seasonal and trending keyword clusters were added, and all creatives received a complete update.

The relaunch enabled us to capture previously untapped demand that the old campaigns had missed.

January

Based on the initial results, our experts carried out deeper campaign optimization. We expanded the semantic core, fine-tuned the bidding strategy, regularly excluded irrelevant search queries, and refreshed the ads.

Our team launched a new search campaign with clean, well-structured semantics and comprehensive negative keyword research. Getting the structure right at this stage had a direct positive impact on ad relevance and the final cost per click.

Results

Let’s compare performance before and after optimization:

Before: 15 conversions at CPL = $69 and CPC = $2.73.
After: 24 conversions at CPL = $69 and CPC = $1.31.

Conversion growth: +60% (from 15 to 24) with the same budget.
CPC decreased by more than 2 times: from $2.73 to $1.31.

While keeping the cost per lead (CPL) steady at $69, our team managed to generate significantly more leads overall. At the same time, the cost per click dropped by half. This made the advertising budget far more efficient: the same monthly spend now delivers substantially more targeted traffic and qualified leads.

In addition to quantitative metrics, the client noted improved lead quality and an increase in average order value. This is a direct result of semantic refinement and exclusion of irrelevant queries: the website began attracting users with a genuine construction intent rather than accidental traffic.

Conclusion

Even with a limited budget and in a highly competitive market, systematic work with semantics, campaign structure, and analytics can deliver visible growth within 3 months.

The client received higher-quality leads and increased the average order value, which directly impacted revenue.