case studies

Pavilion On The Park, Armadale

Generated $14 million in luxury apartment sales through an integrated Google Ads and Meta lead generation campaign.

Pavilion on the Park is a boutique collection of just twelve luxury residences overlooking Armadale's Union Street Gardens. We developed and managed an integrated Google Ads and Meta lead campaign that generated qualified buyer enquiries, increased display suite appointments and resulted in $14 million in apartment sales.

Campaign Duration: October 2020 – February 2021

339 LEAD CONVERSIONS
BROCHURE DOWNLOADS +
CONTACT FORMS

26 DISPLAY SUITE BOOKINGS

$14M

IN PROPERTY SALES

5 APARTMENTS SOLD
ATTRIBUTED TO THE
DIGITAL CAMPAIGN

$55K

CAMPAIGN INVESTMENT
ADVERTISING + MANAGEMENT

client testimonial

“Kellee's Facebook, Instagram and Google advertising campaigns quickly delivered qualified buyer leads, resulting in five apartment sales totalling $14 million in luxury off-the-plan sales.”

Selwyn Blackstone
Principal, SBA (Selwyn Blackstone Architect)
Pavilion on the Park, Armadale, Victoria

Overview

ABOUT

Pavilion on the Park is a boutique luxury apartment development comprising just twelve architecturally designed residences in Melbourne's prestigious Armadale. Positioned opposite Union Street Gardens, the project targeted discerning owner-occupiers seeking premium design, lifestyle and location.

Our role was to generate qualified buyer enquiries through a fully integrated digital marketing campaign while providing complete visibility into campaign performance and lead quality.

CHALLENGE

Marketing a boutique luxury development requires attracting a relatively small number of highly qualified buyers rather than generating large volumes of enquiries. The campaign needed to maximise visibility among affluent owner-occupiers, convert interest into display suite appointments and maintain a consistent pipeline of qualified leads throughout the sales campaign.

WHAT WE DID

We delivered an integrated digital lead generation campaign combining Google Ads, Meta Ads, remarketing and landing page optimisation to maximise qualified buyer enquiries.

Our ongoing optimisation included:

Google Search campaigns targeting high-intent buyer searches
Meta advertising across Facebook and Instagram
Retargeting website visitors throughout the buying journey
Audience segmentation using buyer personas and lookalike audiences
Continuous creative testing and messaging refinement
Landing page and conversion optimisation
Call tracking and conversion reporting
Ongoing budget optimisation based on enquiry quality and performance

CAMPAIGN INSIGHTS

Generic search intent outperformed branded campaigns

Google Ads was optimised to attract new buyers searching for terms such as off the plan apartments and 3-bedroom apartments, while maintaining branded visibility for prospective purchasers already familiar with the development.

Audience expansion improved Meta performance

Expanded Lookalike audiences consistently delivered some of the campaign's most cost-effective qualified enquiries, generating leads at approximately $42–54 per lead while maintaining conversion rates above 3.5%.

Creative evolved as inventory reduced

As apartments were sold, campaign creative and messaging shifted from promoting penthouse residences to highlighting the limited availability of the remaining apartments, ensuring advertising remained relevant throughout the sales campaign.

Optimising the customer journey improved conversions

Campaign analysis showed that advertising performance was only one part of the equation. Google reported above-average ad relevance, while identifying opportunities to improve the landing page experience. Simplifying the enquiry process and reducing unnecessary form fields helped increase website conversion rates, demonstrating that successful lead generation depends on optimising the entire customer journey—not just the advertising platforms.