CASE STUDY · BUILDERS · PERTH
498 qualified leads at $29.05 each for a Perth boutique builder.
The Australian construction industry average cost-per-lead is $120-$200 for new-home enquiries. This client’s dedicated lead-gen system runs at a fraction of that – 3 to 7× more efficient than the industry – while their direct competitors continue to pay a premium for the same eyeballs.
Client name withheld on request – we don’t hand competitors a playbook to copy. Full attribution available under NDA to serious prospects at the proposal stage.
498
Qualified leads in 12 months
$29.05
Average cost per qualified lead
3-7×
More efficient than industry average
12mo
Campaign horizon
THE STARTING POINT
A boutique builder paying industry-average prices for industry-average leads.
The client is a premium custom home builder operating in Perth’s affluent western and northern suburbs – the kind of business whose $1M+ projects are built on the strength of one or two new-client conversations a week, not on volume. Before partnering with us, they were running a mix of Meta and Google campaigns managed by a generalist agency. Cost-per-lead was floating around $140. Lead quality was inconsistent – tyre-kickers, lot-less dreamers, and neighbours comparison-shopping would fill the CRM and crowd out the buyers who were actually ready to sign.
The problem wasn’t spend. It was that every campaign was optimised for clicks, not qualified conversations. When we audited the ad accounts, creative, and landing pages, three things stood out: broad targeting chasing low-CPM impressions, lead forms with no qualifying questions, and a follow-up cadence that treated a hot enquiry the same as a newsletter signup.
WHAT WE DID
Rebuilt the entire funnel – from creative to CRM.
1
Audience narrowed to land-owners in the build zone
Swapped broad demographic targeting for interest + behaviour layering: Perth postcodes with land-release activity, recent land-purchase signals, income brackets aligned to the client’s project sizes. Fewer impressions, higher intent.
2
Creative built around completed projects, not floor plans
We produced 40+ ad variants over the first quarter – short-form walkthroughs of finished homes, owner-testimonial snippets, and design-process explainers. Premium buyers don’t want brochures. They want to see what their weekend barbecues will look like.
3
Qualifying landing pages + speed-to-lead CRM
New landing pages with 4 qualifying questions (budget, timeline, land status, suburb). Leads scored automatically and pushed to the sales team inside 60 seconds – a caller-back contract that still converts at 3× the industry norm.
THE RESULT
A sales team finally talking to buyers – not tyre-kickers.
Inside three months the CPL had fallen from $140 to under $40. By the end of the 12-month window, the blended average was $29.05 across 498 qualified leads. More importantly, the close rate on those leads roughly doubled because the sales conversations were starting with land-ready, budget-ready buyers – not browsers. The client’s signed-project pipeline is now booked 14 months ahead, which has allowed them to be selective about the projects they take on and raise their project pricing twice in 18 months without losing volume.
We went from wondering where the next enquiry was coming from to choosing which projects we actually want to build. That’s a very different kind of business.
– Perth’s Leading Boutique Builder (anonymous)
Build a pipeline that’s picky, not panicked.
Our free audit shows you where your current campaigns are burning spend on unqualified clicks and what a rebuilt funnel would cost per qualified lead in your category.