Client name withheld under NDA.
Renovation is a slow, expensive decision in Singapore. A condominium or landed homeowner may spend months comparing firms, visiting showrooms and collecting quotes. Google Ads management for this kind of buyer is not about the cheapest click. A search for renovation ideas costs money and brings people who will never hire anyone, while a search for a landed house renovation contractor brings someone close to a decision. The skill is telling them apart.
This firm had run Google Ads for three years. The account held three campaigns that mixed everything: condominium, landed, commercial fit-out, small repairs and general design searches. It spent S$8,000 a month and produced 68 leads a month from forms and calls, but the sales team found only 14 of them worth a site visit. The rest were students, small repair jobs, people outside the firm's project size and people still browsing. Cost per lead looked acceptable. Cost per qualified lead was S$571.43, and nobody had been measuring it.
We sat down with the sales team and agreed what a qualified lead means: a condominium or landed project in Singapore, a workable budget range, and a start within about six months. Sales then scored the last three months of leads against that rule. We reviewed search terms and found most spend sitting on broad design and repair searches. We also set up form and call tracking that recorded which keyword brought each enquiry.
Without an agreed definition, a lead was just a name on a list. Scoring old leads showed which searches had ever produced a real project, and gave us a target worth optimising for.
We replaced the three mixed campaigns with campaigns by service and property type: condominium renovation, landed house renovation, full interior fit-out and design-and-build. Keyword research added specific phrases such as renovation for resale condominium and landed house A and A works. We kept the campaigns separate so budget could shift between them based on qualified leads, not clicks.
Each property type has different buyers, project sizes and search wording. Separate campaigns showed which service produced real projects and let us put money there.
We built negative lists for small repairs, DIY, jobs, courses, free design ideas, rental flats and commercial work outside the firm's range. Weekly search term reviews added more. Broad match was removed from the main campaigns. Cost per click rose as a result, since we dropped many cheap searches, and the number of raw leads went down.
This was a deliberate trade. Fewer, dearer clicks from people who match the firm's projects are worth more than many cheap clicks from people who never hire. Raw lead volume was the wrong number to protect.
We built a landing page for each service, with project photos in the right property type, a short form that asks for property type and timeline, and a click-to-call button. We then began importing site visits from the sales team's records back into Google Ads as offline conversions. The system needed about eight weeks of data before it could use them, so we kept manual bidding rules until then.
A condominium owner wants to see condominium work, not a general portfolio. Importing site visits told Google which clicks led to real meetings, which is the signal this high-ticket sale needs.
Every week, sales scored new leads, and we matched them to keywords and ads. We moved budget towards the campaigns and terms producing qualified leads and paused those that did not. A monthly report showed cost per qualified lead by service, not just cost per lead. We also gave the sales team a shared sheet to record the outcome of each site visit.
A scoring habit kept the account honest. The report spoke the same language as the sales team, so decisions about budget were based on projects, not on clicks.
After four months on the same S$8,000 a month, the firm received 61 leads a month, down from 68, but 32 of them were qualified, up from 14. The share of qualified leads rose from 21% to 52%, and cost per qualified lead fell from S$571.43 to S$250.00. Site visits booked from ads went from 6 to 15 a month. Average cost per click rose from S$4.80 to S$5.60, which we expected after cutting cheap searches.
Qualified lead rule agreed with sales, old leads scored, form and call tracking live.
Campaigns split by service and property type, negative lists added, landing pages launched.
Site visits imported as offline conversions, weekly scoring running, budget moved to the best campaigns.
At 68 leads a month the account looked healthy. Only 14 were worth a site visit. If your sales team calls most leads unsuitable, the report is measuring the wrong thing. Ask sales to score a month of leads and work out cost per qualified lead.
Raw leads fell from 68 to 61 while qualified leads rose from 14 to 32. A renovation firm has limited capacity for site visits and quotes. Time spent on poor enquiries is time taken from the good ones, so a smaller, better list is a gain.
A form fill is not a project. Importing site visits as offline conversions let the account learn from real meetings, and booked visits went from 6 to 15 a month. For long, high-ticket decisions, tracking only the first click leaves most of the story out.
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Another high-ticket, long-decision sale, where lead quality decided the result.
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