Client: A luxury property developer marketing premium residences in Bangsar, Kuala Lumpur
Challenge: The client was spending RM 25,000+ monthly on Google Ads but experiencing high cost-per-lead (CPL) and low quality score across their campaigns. Many leads were unqualified, and the sales team was overwhelmed with enquiries that didn’t match their target buyer profile.
Our Approach
We conducted a thorough audit of the existing campaigns and identified several critical issues: broad match keywords attracting irrelevant traffic, generic ad copy that didn’t qualify prospects, landing pages with poor conversion optimization, and inadequate negative keyword lists.
Our restructured campaigns featured tightly themed ad groups with specific keyword match types, compelling ad copy that pre-qualified leads by mentioning price ranges, custom landing pages designed for each property type, and comprehensive negative keyword lists to eliminate wasted spend.
Results
Within three months, cost-per-lead dropped by 65% from RM 180 to RM 63. Quality Scores improved from an average of 4 to 8 across all ad groups. Lead quality improved dramatically, with the sales team reporting that 70% of Google Ads leads were now qualified prospects. Overall ROAS increased from 2.1x to 5.8x, making the campaign one of the client’s most profitable marketing channels.
Key Takeaway: Smart campaign structure and continuous optimization can dramatically improve Google Ads performance without increasing budget.