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Setting up and optimizing Google Ads for a townhouse project in the suburbs of Kyiv

How to increase the number of applications by 302% and reduce the cost of a lead by 63% thanks to Search and Performance Max optimization

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Input data

Client: a townhouse development project in the suburbs of Kyiv.

Work period: 4 months.

Team: contextual advertising specialist, project manager, analyst, designer.

Problems: the challenges for advertising campaigns were a large number of competitive residential projects in the suburbs of Kyiv, the high cost of clicks in niche search queries, a long cycle of making a decision to purchase real estate, and the need to attract quality leads, not just traffic.

Tasks

increase the number of applications from the site;

reduce the cost of conversion;

ensure a stable flow of potential buyers;

increase the efficiency of using the advertising budget.

List of works

Audit and preparation of analytics. We checked the correctness of conversion tracking on the site, configured the collection and transmission of key user events, and implemented the import of key events to the advertising cabinet for further optimization of campaigns.

Development of the advertising account structure. We formed a new structure of search campaigns, distributed queries by types of user intentions (buy, price, location, type of housing), and added branded and competitive queries.

Launch of Performance Max. We created PMax campaigns to scale reach, used different creatives and ad formats, and tested several audience options.

Optimization of search campaigns. Regular expansion of semantics, work with negative keywords, optimization of bids and strategies.

Work with creatives. Testing different options for titles and descriptions, emphasis on key advantages: location, housing format, price, and facility readiness.

Results

In the first months after the launch and optimization of campaigns, we managed to achieve a stable increase in the number of applications and a gradual decrease in their cost.

October 2025
- conversions – 40;
- conversion cost – 1650 UAH.

November 2025
- conversions – 62;
- conversion cost – 1160 UAH.

December 2025
- conversions – 72;
- conversion cost – 980 UAH.

January 2026
- conversions – 121;
- conversion cost – 605 UAH.

As a result, in four months of work:
- the number of conversions increased from 40 to 121 (+302%);
- the cost of the application decreased from 1650 UAH to 605 UAH (–63%).

Results

In the first months after the launch and optimization of campaigns, we managed to achieve a stable increase in the number of applications and a gradual decrease in their cost.

Conclusion

The key factor in success was the combination of search campaigns with Performance Max, as well as systematic optimization of the advertising account structure. This approach allowed us to reach users at different stages of decision-making, increase the relevance of impressions, and scale the number of applications without a proportional increase in the budget. Advertising became a stable source of leads for the project, ensuring an increase in applications and a decrease in the cost of attracting a potential client.

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