Comprehensive promotion of the Intergal-Bud developer: SEO, Google Ads, SMM, and targeted advertising

Team: PPC specialist, targeting specialist, SEO specialist, link builder, copywriter, editor, SMM manager, creator, graphic designer, project manager.

Google Ads for a property developer: how to increase the number of leads by 86% and reduce CPL by 43%

The client is one of Ukraine’s leading property developers, building comfort and business-class residential complexes across various regions of Ukraine.

The primary objective was to ensure a stable flow of qualified leads for apartment purchases during the seasonal decline in demand and to prepare the advertising campaigns for further scaling.

Target audience:

– young families looking to buy their first home or improve their living conditions;
– investors looking to preserve capital and generate rental income;
– buyers from other cities who plan to relocate or purchase homes for their children.

Active promotion period: January-April 2026.

Tasks:

– ensure a stable flow of leads for property purchases;
– increase lead volume without a proportional increase in budget;
– reduce cost per qualified lead.

Challenges:

– high cost per click in search advertising due to the competitive auction in the real estate niche;
– a significant share of informational traffic that did not convert into inquiries;
– inconsistent lead flow from week to week;
– seasonal decline in demand in the real estate market at the beginning of the year.

Solution: how we optimized Google Ads campaigns

Semantic updates and search campaign segmentation

We conducted an audit of search queries and completely restructured the campaigns. The primary focus was on:

– branded queries related to the property developer and its residential complexes;
– commercial queries for buying apartments in specific cities;
– segmentation by apartment type (one-, two-, and three-room apartments).

To reduce irrelevant traffic, we expanded the negative keyword lists and implemented cross-campaign negative keyword lists.

Analytics optimization and algorithm training

We conducted an audit of the analytics system and configured the transfer of target conversions to Google Ads. We also implemented Enhanced Conversions, which improved data quality for automated bidding strategies and increased the accuracy of conversion attribution.

Campaign optimization was carried out exclusively based on macro conversions, namely:

– form submission;
– calls;
– inquiries via messengers.

Scaling through Performance Max

Separate Performance Max campaigns were created for each residential complex, with their own sets of creatives and audience signals, including:

– website visitors;
– customer lists;
– real estate-related interests;
– signals based on the competitive environment.

This made it possible to expand the reach of potential buyers and attract additional conversions at a lower cost.

Targeted advertising for the property developer Intergal-Bud on Facebook and Instagram

Work period: since 2023.

As part of the cooperation, we promoted residential and commercial properties in the center and west of Ukraine. Among them:

– residential complex River City (Zhytomyr);
– residential complex Kyivskyi (Chernivtsi);
– residential complexes MHouse, City House, Wings, Zoryani (Lviv);
– premium-class projects: Urban Residence, Boikivska Residence.

In total, we worked with 10+ residential and commercial projects of different classes.

Challenges:

– the client did not have a stable channel for receiving leads from social media;
– advertising campaigns required systematization and scaling;
– there was a lack of clear audience segmentation for different residential complexes.

Cooperation goals:

– build a stable lead generation channel through Facebook and Instagram;
– attract a relevant audience for each residential complex;
– scale results without losing lead quality.

Workflow

After analyzing competitors’ advertising and the client’s previous experience, we developed a new approach – building a separate strategy for each residential complex and its audience accordingly:

– conducted market and competitor analysis;
– segmented audiences for each housing class (comfort, business, premium);
– developed separate offers for different segments.

Advantages of Meta Lead Ads for lead generation in the real estate sector:

– the user’s path to submitting an inquiry is shortened;
– data for optimization is collected faster;
– campaigns are easier to scale.

Additionally: we set up the integration of leads into Google Sheets and the client’s CRM.

The work was built around continuous testing of:

– audiences (broad, look-alike, interests);
– offers (price, e-Oselia mortgage program, river view, layouts, infrastructure);
– ad formats (static banners, video banners, layouts, interior-exterior).

We scaled only what generated qualified leads and stable CPL.

The main KPI project was to maintain a stable ratio of quality inquiries at the level of 70-75%. This was achieved through:

– clear offers;
– proper targeting;
– audience filtering.

SEO promotion of a residential complex website in Lviv

Timing: 5 months.

Challenges: why the website was not ranking in Google

At the start of the project, the website was not prepared for SEO promotion. In fact, the site had only three pages: the homepage, construction progress, and news. There were no landing pages that could target commercial queries. The website had a low level of organic traffic and ranked for only 9 keywords.

Another challenge was the niche itself. In the highly competitive real estate sector, commercial queries are contested by large property developers, local agencies, property aggregator websites, and others. These platforms have strong domain authority, a large number of landing pages, and extensive backlink profiles.

We also had a limited timeline to optimize the website and achieve the defined KPIs.

SEO promotion tasks:

– expand the website structure;
– cover commercial search demand;
– fix technical errors;
– increase organic visibility in Google search.

List of works

1. We analyzed competitors and search results for priority commercial queries to understand which pages Google most often shows to users when they search for apartments in new developments. The audit showed that the website had a significantly smaller structure compared to competitors and practically did not cover most of the commercial demand. One of the key areas of further work was expanding the website structure and creating new landing pages for users’ search queries.

2. We conducted a detailed analysis of search demand in the real estate sector and collected a semantic core that covered commercial, branded, and informational queries. This made it possible to understand which pages needed to be created and in which areas the website should be scaled.

3. After collecting the semantic core, we developed the website structure according to actual search demand. We added new pages for different apartment types and key commercial queries that had not previously been covered by the website.

4. At the same time, we fixed technical issues to ensure that the website was properly indexed and ranked in search results. In particular, we configured sitemap.xml, optimized robots.txt, implemented canonical tags, fixed broken pages, improved website loading speed, and added structured data markup.

5. After updating the structure, we moved on to optimizing new and existing pages, including optimizing Title, Description, H1-H3 headings, organizing URLs according to the updated structure, preparing and publishing SEO texts, optimizing images, and setting up internal linking.

6. We developed an off-page promotion strategy to strengthen the website’s authority in search engines. We analyzed competitors, selected relevant platforms, and gradually built a high-quality backlink profile through placements on industry-specific resources, local directories, and partner websites. In the competitive real estate niche, this helped increase the website’s authority on Google.

SMM promotion: long-term strategy and systematic work with social media content

Work period: 1 year.

Challenges:

– high competition among property developers in each city of presence – the audience has a wide range of options;
– one social media page for three cities: it was necessary to balance the local interests of buyers in Zhytomyr, Lviv, and Chernivtsi with a unified brand voice;
– a complex and long decision-making cycle when purchasing real estate – content had to not only inform but also build trust over months;
– wartime conditions: the audience is sensitive to tone of communication, and trust in real estate as an investment requires constant reinforcement.

What’s next: scaling 4 promotion channels

The achieved results are the foundation for further growth. Cooperation with Intergal-Bud continues, and each channel has a specific development direction, namely:

– PPC: scaling Performance Max campaigns to new residential complexes and regions, testing Demand Gen to expand the upper part of the funnel, optimizing campaigns for new seasonal demand peaks.
– Targeting: expanding lead generation to new projects in Zhytomyr and Chernivtsi, testing video formats in Reels to reduce CPL, deepening audience segmentation based on accumulated CRM data.
– SEO: building the backlink profile to reach the TOP 10 for priority commercial queries, developing the blog as an informational hub to attract organic traffic, covering new cities where the property developer operates.
– SMM: increasing the share of video content and collaborations with local creators, launching separate pages for each region for more targeted communication with the audience.

Comprehensive promotion allows channels to strengthen each other: SEO and SMM build brand awareness and trust, while Google Ads and Meta Ads convert generated demand into leads. This synergy is what ensures stable growth.