Case study · Property & built environment
Nostra Homes is a Melbourne home builder offering townhomes, house and land packages, display homes and move in ready homes. They came to us for Google Ads and SEO to turn more searches into qualified enquiries while keeping advertising spend steady.
The challenge
Buying a new home is a long, considered decision, and Nostra Homes competes for the same searches as much larger builders across Melbourne’s outer suburbs.
Several Google Ads campaigns were spending heavily for few enquiries, organic visibility relied mostly on brand searches, and an upcoming website migration put existing rankings at risk.
Approach
We ran Google Ads and SEO together, with one rule for both: put budget and effort where enquiries actually come from.
On Google Ads we held monthly spend steady and restructured the account around what converts. On SEO we planned the website migration so rankings would carry across to the new website.
On Google Ads we refreshed the Display creative with new imagery and townhome pricing, launched new Performance Max asset groups including a competitor focused campaign, rewrote the ads in every suburb level ad group of the location campaign and added location specific negative keywords month after month.
On SEO we built a migration plan covering redirects, metadata and post launch checks, benchmarked keywords for the new website, rewrote metadata for priority pages and briefed four blog articles around high intent searches.
The shift
The work
In its best month the location campaign doubled its conversions to nine while cost per conversion fell 56%, from A$265.97 to A$117.37. The knockdown rebuild and house and land campaigns went from two conversions to five at 60% lower cost.
Lower cost per conversion on the location campaign in one month.
Increase in organic search conversions month on month.
The refreshed Display campaign delivered 27 conversions at A$28.13 each with a conversion rate of 7.96%, and the new competitor focused Performance Max campaign added 12 conversions at A$50.72.
Display cost per conversion across 27 conversions.
Increase in Google Business Profile website clicks month on month.
Organic search followed. Organic conversions rose 49% to 91 in a month, organic sessions reached 1,825 and Google Search click through rate improved 22%. The priority search 3 storey townhouse moved from 17th to 8th, atherstone display homes moved from 20th to 13th, and Google Business Profile website clicks grew 26% to 187.
With the migration plan, keyword benchmark and new metadata in place, Nostra Homes goes into its website launch with rankings protected and a clear picture of which searches turn into enquiries.
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Related work
Nostra Homes Website design and development that lifted traffic 245% and leads 424%. Read more → 
Searipple Google Ads and social advertising that lifted the booking conversion rate 58%. Read more → 
Nostra Homes Ongoing website support with every post launch issue resolved within two weeks. Read more → Start a conversation
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