Separate search intent by project relevance
Queries for a named project, a micro-market, a configuration and a broad investment theme carry different context. Group them separately so bids, ads and landing pages can reflect the likely decision.
Avoid assuming every high-volume phrase is valuable. Research, rental, job and unrelated locality searches can consume budget without matching the inventory.
- Brand and project searches
- Location and configuration searches
- Commercial, residential and investment intent
Build controlled campaigns, not one large keyword list
Use tightly related ad groups, relevant match types and an actively maintained negative-keyword process. Geographic settings should reflect realistic buyer catchments and relocation demand rather than a default radius.
Ad copy should state the project truth clearly. A misleading price or location claim may lift clicks while damaging trust and lead quality.
- Search-term review
- Device, schedule and location controls
- Extensions and assets that aid decisions
Match every search to the closest useful page
The landing page should continue the search promise and surface location, configuration, value context, plans, proof and next steps. Sending every query to a generic project page weakens relevance.
Mobile speed matters because property searches often move between maps, portals, ads and messaging apps. Make calls, forms and WhatsApp usable without covering essential content.
- Message-matched page headings
- Clear project facts and trust evidence
- Fast, accessible mobile actions
Optimise beyond the primary form submission
Track calls and valid messaging actions alongside forms, then connect marketing data with qualification and site-visit outcomes. Use enhanced or offline conversion signals only when consent and implementation are appropriate.
Budget decisions should consider qualified cost and progression—not only CPC or total leads.
- Search term to qualified lead
- Contact and appointment rate
- Site-visit cost and source learning
Connect this guide to your property growth plan.
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