Boutique Homes: premium leads, fewer clicks wasted.
High-end modern living. Affluent postcodes. A market where one lead can be worth fifty average ones. We rebuilt Boutique Homes' Google Ads programme to chase quality, not volume. And the sales team noticed the difference.
The numbers.
Not noise.
What we walked into.
Boutique Homes is a high-end modern-living brand on a mission to redefine luxury housing. Their leads aren't created equal: a single qualified enquiry from the right postcode is worth dozens of casual browsers.
The brief had five strands: increase volume of high-quality enquiries from affluent areas, sharpen visibility among audiences actively researching home renovations, cut wasted spend through tighter targeting, lift overall lead quality, and reinforce Boutique Homes as the premium provider in a noisy market.
The existing Google Ads account was over-indexed on broad keywords and lacked the postcode-level controls a luxury brand really needs. Sales team feedback was clear: too many enquiries from outside the target buyer profile. Time to fix the inputs.
Quality-first.
What we did.
We rebuilt the account around a single principle: every part of the funnel should pre-qualify the lead. By the time someone fills the form, the sales team should already trust they're worth a call.
Postcode + demographic targeting
Refined geo-targeting layered on affluent postcodes with higher property values. Plus household-income signals where Google allows them. Ads served to buyers who can actually afford the project.
Intent-driven keyword strategy
Built a keyword set around premium-buyer language: "luxury house extensions London", "bespoke home renovations". Cut the broad terms that pulled in mid-market browsers.
Premium ad messaging + extensions
Elegant, benefit-led copy with strong CTAs. Sitelinks and call extensions to drive engagement directly from the SERP. Plus call tracking to verify enquiry quality at source.
Landing page collaboration
Worked with the in-house team on UX and messaging hierarchy. Every detail tuned to convert the right buyer and politely repel the wrong one.
Continuous negative-keyword management
Weekly search-term reviews, with low-quality terms swept into a shared negative list. Quality Score climbed, CPCs dropped, and the wrong buyer stopped seeing the ads at all.
Lower CPL.
What changed.
Qualified leads up 45%, CPL down 30%, total enquiries up 52%. And most importantly, the sales team reported a marked improvement in lead relevance and project budgets.
The headline shift wasn't volume. It was relevance. The sales team began reporting that a much higher share of inbound enquiries were from buyers with realistic project budgets and timelines. CPL fell because we stopped paying for clicks from the wrong postcodes; conversion rate climbed because the landing pages matched the search intent more closely.
Sales team trust went up
Sales reps started picking up inbound calls with confidence. The project budgets and timelines they were hearing finally matched the brand positioning.
Negative-keyword sweep cut waste
Weekly sweeps removed mid-market and DIY queries that were dragging CPL up. Quality Score climbed alongside the cleanup.
Landing pages converted harder
UX advisory + messaging hierarchy work lifted landing-page conversion 18%. Compounded with the search-intent matching upstream.
Geo + demographic targeting paid off
Affluent-postcode targeting plus household-income signals delivered ads to buyers who could actually afford the project. Not just dream about it.
I cannot recommend HOC-PPC enough! Working with Christian Horne and his team has completely transformed our approach to pay-per-click advertising. Their expertise in the field is unparalleled, and it shows in the results they deliver.
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