Case study · Construction Companies · Australia
Construction Case Study Australia: +120% Leads
How a construction firm with 6 site teams on the Gold Coast grew project enquiries 120% and cut cost per lead 43% in 6 months with Web Development, SEO and GEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Construction Companies · Australia
Construction
A construction firm with 6 site teams based on the Gold Coast, serving the wider Gold Coast area and focused on custom homes and knockdown-rebuilds, plus duplexes and small multi-unit developments. Before working with us, 72% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive project enquiries, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+120%
Cost per lead
-43%
Marketing-sourced revenue
+177%
Return on marketing spend
16.6x
The challenge
Where the business was stuck
- Construction projects have long sales cycles and multiple decision-makers, so a single ad click rarely becomes a contract.
- Tender portals and referrals dominate, leaving little direct control over the pipeline.
- Many construction firms have impressive projects but a website that doesn't show them.
- Campaigns were not planned around peak season, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Website Development, SEO and GEO (Generative Engine Optimisation), the three channels with the best cost per contract for construction firms on the Gold Coast. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Website Development
- Designed and built a new 42-page website on a fast, lightweight stack, replacing an outdated template site.
- Structured the site around services, locations and projects, with a filterable project gallery of 47 completed jobs.
- Hit a mobile Lighthouse performance score of 95 with compressed images, no page builder bloat and a load time of 2.3s.
- Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.
Service 2
SEO
- Technical audit and fixes: 257 crawl errors removed, mobile Largest Contentful Paint cut from 4.6s to 2.3s and indexing issues resolved.
- Built 9 dedicated service pages for high-value work such as custom homes and knockdown-rebuilds and duplexes and small multi-unit developments, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 34 links from local news, suppliers, associations and community sites instead of low-quality link packages.
Service 3
GEO (Generative Engine Optimisation)
- Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
- Published 68 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
- Earned mentions on 29 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
- Tracked 40 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Project enquiries per month | 15 | 33 | +120% |
| Cost per lead | A$617 | A$352 | -43% |
| Cost per contract | A$14,359 | A$6,523 | -55% |
| Lead-to-job rate | 4% | 5% | +1 pts |
| Website conversion rate | 2.4% | 3.8% | +62% |
| Marketing-sourced revenue / month | A$90k | A$249k | +177% |
| Share of leads from paid directories | 72% | 20% | -52 pts |
| Mobile page load time | 4.6s | 2.3s | -50% |
| Organic sessions / month | 1,647 | 4,632 | +181% |
| AI answer citations (tracked prompts) | 1 of 40 | 21 of 40 | +20 |
Lead growth
Project enquiries per month
Marketing-sourced revenue went from A$90k to A$249k a month, measured from booked contracts in the CRM.
Optimisations That Moved The Numbers
- 01
The new site's conversion rate is 2.9x the old site's, on the same traffic.
- 02
Project gallery pages became the most visited pages on the site and appear in 16% of converting sessions.
- 03
Consolidating 15 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
- 04
The business is now cited in 21 of 40 tracked AI prompts, up from 1.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Web Development, SEO and GEO.
Weeks 3 to 6
Build and launch
Web Development, SEO and GEO live for custom homes and knockdown-rebuilds, plus duplexes and small multi-unit developments.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Adelaide and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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