Realty Module is a premier real estate agency located in Gurugram, India. It helps clients in finding, choosing & buying luxury, ultra luxury, independent floor’s properties in Gurugram and the surrounding areas. I was hired by Realty Module as a Google Ads Specialist to generate qualified leads through Google Ads campaigns for eight different properties.

Freelancer Role: Google Ads Specialist

Challenge:

Reality Module (RM) faced challenges with their online marketing strategy. Their existing Google Ads campaigns and YouTube videos were underperforming, resulting in low lead generation and a return on investment (ROI) below expectations. RM wasn’t achieving their desired results.

Objectives:

• Increase brand visibility: Secure top positions on Search Engine Results Pages (SERPs) for relevant real estate keywords.
• Outperform competitors: Capture a larger share of online leads within the competitive real estate market.

Approach

The challenge for me was was to obtain qualified leads for the following properties in a very tight budget and outperform competitors:

I started by analyzing the performance of the current campaigns and auditing the Google Ads account. During the audit, I observed that campaigns were not structured properly and most ad groups were overstuffed with keywords,  which diluted the effectiveness of the campaigns.

Based on the audit, my first and foremost step was stopping all the active campaigns. Then I removed all excessive and irrelevant keywords from the account. This helped in focusing on the most relevant keywords that were more likely to drive qualified leads.

Due to budget constraints across 8 projects, I prioritized allocation based on search volume. Projects with higher search volume received a larger budget to maximize reach. Projects with lower search volume were grouped into a separate campaign for focused management and potential future changes.

With this, the following steps were easy to implement:

• Restructured ad groups for better organization and focused targeting.
• Crafted compelling ad copy with strong calls to action (CTAs) to increase click-through rates (CTR).
• Leveraged ad extensions to provide users with additional property information and contact details.
• Optimized landing pages for conversions, ensuring a seamless user experience from ad click to lead generation.

Results:

By implementing these strategies, Reality Module experienced significant improvements in their online marketing performance:

• Increased SERP rankings: Achieved top positions for key real estate keywords, resulting in greater brand visibility.
• Enhanced lead generation: Generated a higher volume of qualified leads from Google Ads.
• Improved ROI: Demonstrated a measurable increase in return on investment for their online advertising spend.

Overall, these changes drove a higher volume of qualified leads within the budget, fulfilling the client’s objectives and enhancing the overall success of their Google Ads campaigns.