Zenith Realty — Building a Qualified Buyer Pipeline With Google Ads

The Client

Zenith Realty is a mid-size real estate developer running concurrent residential and commercial launches across two cities, marketing 2BHK and 3BHK apartments, standalone villas, and commercial office space simultaneously. Before working with NextAxis Digital, the developer's sales pipeline leaned almost entirely on Google Ads to drive inbound enquiries, but the sales team had no reliable way to tell which campaigns were actually producing buyers who showed up to site visits versus people who were never going to convert. With three project launches running at once and a lean six-person sales desk, every hour spent chasing a dead-end enquiry was an hour not spent moving a genuine buyer toward a booking.

The Challenge

Zenith Realty's search advertising account was running as a handful of broad, loosely structured campaigns that lumped every project and property type into the same ad groups. Broad match keywords pulled in searches for "cheap flats," rental listings, and even job postings — traffic with zero purchase intent that was still burning budget. There was no call tracking in place, so when a lead called the sales office directly from an ad, that call vanished into a shared line with no link back to the campaign, keyword, or even the specific project that generated it. Every project — from a premium villa launch to an entry-level apartment tower — pointed to the same generic landing page with a long, multi-field enquiry form. Quality Scores were mediocre across the board, cost per click kept climbing, and the sales team was spending hours each week manually calling back and re-qualifying leads who, it turned out, were looking for something the developer didn't even sell. Budget was also being allocated almost evenly across all three live projects regardless of which one actually had inventory left to sell, so campaigns for a nearly sold-out tower were competing for the same spend as a villa launch that had barely opened bookings.

Our Strategy

We began with a full Google Ads account audit, mapping every campaign, ad group, and search term report against actual sales outcomes the team had been tracking manually in spreadsheets. From there, we rebuilt the account around four workstreams:

• Campaign restructure by project and property type: separate campaigns for apartments, villas, and commercial space, each broken into ad groups by configuration and budget band, so bidding and messaging could match actual buyer intent instead of averaging across the whole portfolio.
• Aggressive negative keyword build-out: an extensive, continuously updated negative list stripped out rental searches, job searches, and unrelated commercial intent that had been quietly draining spend for months.
• Landing pages rebuilt per property type: each page now carries project-specific floor plans, an EMI calculator, RERA registration details, and a single-field call-to-action instead of a long form — built to load fast and convert on mobile, where most site traffic originated.
• Dynamic call tracking: unique tracked numbers tied every inbound call back to its originating campaign, ad group, and keyword, finally giving the sales team visibility into which searches were producing buyers who actually booked site visits.

Once four weeks of clean conversion data existed — qualified form submissions and tracked calls, not just clicks — we shifted the highest-volume campaigns onto Target CPA bidding and rewrote ad copy to include pricing bands, possession timelines, and precise micro-location details, which lifted Quality Scores and pushed cost per click down further. Budget allocation was also rebalanced weekly against live inventory counts supplied by the sales team, so spend automatically shifted away from near-sold-out phases and toward the units that still needed buyers, instead of running on a fixed monthly split.

Execution Timeline

The Results

Within one quarter, Zenith Realty's cost per lead dropped 47%, and the volume of qualified leads — leads that matched buyer intent for an actual available unit — rose 2.3x. Because call tracking finally connected ad spend to real outcomes, the sales team could see that qualified site-visit bookings had doubled compared to the prior quarter, even though overall ad spend stayed roughly flat. Time previously spent manually re-qualifying unqualified callers was redirected toward following up with genuine prospects, shortening the time between first enquiry and site visit. The villa campaign alone, once separated from the general apartment ad groups and given its own tailored landing page, saw its cost per lead fall by more than half, and it now accounts for a disproportionate share of confirmed site visits relative to its budget.

Key Takeaways

• Segmenting campaigns by property type let bidding and ad messaging match buyer intent instead of averaging performance across an entire portfolio.
• Call tracking closed the loop between ad spend and actual site visits, replacing guesswork with real attribution data for the sales team.
• Landing page relevance drove both a lower cost per lead and higher Quality Scores at the same time — the two reinforce each other in Google Ads.
• Tying budget allocation to live inventory, rather than a fixed monthly split, kept spend pointed at the projects that actually needed buyers.