Joondalup Custom Home Builder — Performance Marketing
A custom home builder was getting tyre-kickers from generic ads — performance marketing now delivers 3.2x more qualified leads.
TL;DR
- Challenge:
- A Joondalup custom home builder attracting $200K project-home enquiries when their business is $600K+ custom builds.
- Approach:
- Meta for aspiration + Google for intent, qualification landing pages with budget filters, display retargeting.
- Result:
- 3.2x qualified leads, lead-to-contract rate 8% → 22%, average contract value up 31%.
Key Results at a Glance
3.2x
Qualified leads
+175%
Lead-to-contract rate
+31%
Average contract value
Client Context
Business Type
Custom home builder (luxury residential)
Founded
2009
Team Size
18 employees
Market
Perth northern suburbs (Joondalup, Hillarys, Duncraig)
Revenue Tier
$14M annual revenue
Stack Before
Google Ads (broad), Facebook page, brochure website
The Challenge
The builder was running Google Ads for "home builder Perth" and getting enquiries from people wanting $200K project homes — not the $600K+ custom builds they specialise in. Lead quality was terrible.
Goals & KPIs
North-Star Metric
Attract only $550K+ custom home enquiries and grow qualified leads 3x
Supporting KPIs
Qualified leads/month
Target: 15+
Lead-to-contract rate
Target: 20%+
Average contract value
Target: $650K+
Cost per qualified lead
Target: Under $180
Contracts signed/quarter
Target: 10+
Discovery & Research
Audit Findings
- •Google Ads targeting "home builder Perth" (attracts project homes)
- •Website did not display pricing anywhere
- •No qualification questions in enquiry form
- •No portfolio showcase
- •Zero retargeting
Baseline Issues
- •5 qualified leads/month (mostly wrong budget)
- •8% lead-to-contract rate
- •$520K average contract
- •No brand recognition beyond referrals
Competitor Insight
Top luxury builders used pricing-qualified landing pages ("from $550K"), Meta with drone footage, and display retargeting during the 6-12 month decision cycle.
Audience Insight
Perth luxury home buyers research 8-12 months before signing, browse Meta for aspiration, and Google for shortlist comparison — both channels matter.
Strategy
Core Hypothesis
“If we split Meta (aspiration) and Google (intent) with pricing-qualified landing pages, qualified leads will 3x because luxury buyers need to see budget signals early.”
Positioning Shift
Repositioned from "custom home builder" to "Perth's custom luxury builder — homes from $550K, north of the river".
Channel Mix
Meta prospecting (drone footage) · 40%
Aspiration + brand build
Google Search — luxury intent · 30%
Shortlist capture
Display retargeting · 20%
6-12 month nurture
YouTube — home tour ads · 10%
Long-form engagement
Our Approach
Meta + Google combo
Used Meta for aspiration (drone footage of completed custom homes) and Google for intent (targeting "custom home builder Perth", "luxury home builder Joondalup").
Qualification landing pages
Built landing pages with budget qualifiers upfront — "Custom homes from $550K" — filtering out low-budget enquiries before they submitted the form.
Display retargeting
Retargeted website visitors across Google Display with project galleries and testimonials, keeping the brand top-of-mind during the 6–12 month decision cycle.
Phased Roadmap
Months 1–2
Foundation
- →Landing pages with "From $550K" qualifier
- →Portfolio content shoot (12 completed homes)
- →Drone footage of best projects
- →Meta + Google pixel setup
Months 3–4
Launch
- →Meta drone footage ads
- →Google Search targeting luxury keywords
- →Qualification form (budget + timeline)
- →Landing page conversion: 2.1% → 6.8%
Months 5–6
Scale
- →Display retargeting across property sites
- →YouTube pre-roll on Perth property content
- →Doubled budget on winning creative
- →Contracts: 3/quarter → 8/quarter
What We Built
The Results
Monthly Qualified Leads
Before vs After — 6 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Qualified leads | 5/month | 16/month | 3.2x |
| Lead-to-contract rate | 8% | 22% | +175% |
| Average contract value | $520K | $680K | +31% |
“We stopped wasting time on $200K enquiries. Every lead now is a genuine custom home buyer with the right budget.”
Craig T.
Director, Custom Home Builder
Key Insights
- →Displaying "from $550K" upfront cut low-budget enquiries 78% — a good thing
- →Meta drone footage was the aspiration engine — Google was the closer
- →Display retargeting during 6-12 month sales cycle kept brand top-of-mind
- →YouTube pre-roll on Perth property content delivered the lowest CPL of any channel
What's Next
Launching a "designed for you" configurator, expanding to Perth Hills (Kalamunda, Mundaring), and testing programmatic OOH in target suburbs.
Ready to see similar results?
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Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.