Project Description

Google Ads Case Study: Real Estate Agency in Cyprus Moves from Page Views to Real Enquiries

Client: Real estate agency in Cyprus (sales and rentals, island-wide)
Service: Google Ads management and conversion tracking
Period analysed: 90 days (19 July – 18 October 2026)

Results at a glance

  • 23,000 ad impressions
  • 2,667 clicks to the website
  • 11.6% click-through rate (CTR) on Google Ads
  • €1.11 average cost per click
  • 59 property sales enquiries from the website form
  • 85 page views that were previously counted as “conversions” removed from bidding

The challenge

The agency was spending around €1,000 per month on a Google Search campaign targeting buyers across Cyprus. On paper, the account looked healthy: Google Ads reported 145 conversions in 90 days.

When we audited the account, we found that more than half of those “conversions” were not leads at all. 85 of the 145 (59%) were simple visits to the contact page. Someone opening the contact page was counted the same as someone actually sending an enquiry. At the same time, phone calls, emails and the general contact form were not being measured at all.

This matters because the campaign used Google’s automated bidding. When Google is told that a page view is a conversion, it learns to find people who view pages, not people who want to buy a property.

The search term report showed a second problem: Google’s broad matching was spending budget on searches for competing estate agents, property portals and long-term rentals, which were not what the client wanted to pay for.

What we did

1. Rebuilt conversion tracking around real leads

  • Moved “contact page view” to a secondary action, so it is still reported but no longer used for bidding.
  • Set up new primary conversions in Google Tag Manager for phone clicks, WhatsApp clicks, email clicks and the general contact form.
  • Changed the sales enquiry conversion from “count every” to “count one per click”, so one person sending the form twice is not counted as two leads.

Why this matters is explained in more detail in our article on why every Google Ads campaign needs proper tracking.

2. Cleaned up wasted spend

We reviewed more than 3,000 search terms from the last 90 days and added 29 negative keywords: competing agencies and property portals that were triggering the ads. Core searches such as “houses for sale Nicosia” and “property for sale Paphos” were kept, because they are the heart of the business.

3. Added remarketing

Buying a property is a long decision. We launched a small Demand Gen remarketing campaign (€5/day) that shows the agency’s properties again to people who have already visited the website, across YouTube, Gmail, Discover and the Display network.

4. Built area-level campaigns

Search data showed growing interest in specific areas rather than whole districts. We prepared a new Search campaign with separate ad groups for six popular areas around Paphos, each sending visitors to a landing page with properties in that exact area.

Results so far

Over the 90-day period the Search campaign delivered:

  • 2,644 clicks at an average cost of €1.12
  • A 12.3% CTR on the main Search campaign
  • 59 genuine sales enquiries from the website form
  • Phone, WhatsApp and email enquiries now tracked as well; the first tracked phone lead came in the day after the change
  • Brand searches costing only around 4% of the budget, leaving the rest for new buyers

Most importantly, the account now reports real enquiries instead of page views. From now on, Google’s bidding is optimising towards people who actually contact the agency. We will update this case study as the new campaigns build up data.

Key takeaways for real estate businesses in Cyprus

  • Check what you are counting. If your Google Ads conversions include page views or time on site, your cost per lead is probably much higher than your dashboard shows.
  • Track every contact method. In Cyprus, many buyers prefer to call or send a WhatsApp message instead of filling in a form.
  • Review search terms often. Broad matching and AI-driven campaigns can quietly spend money on competitors’ names and rentals.
  • Think in areas, not only districts. Buyers increasingly search for specific villages and neighbourhoods.

For a broader strategy, read our guide on digital marketing strategy for real estate in Cyprus, or see how we approach local SEO in Cyprus to win buyers who search on Google Maps.

Want results like this?

If you are running Google Ads and are not sure which “conversions” are real, we can check your account for you. Book a free Google Ads audit and we will show you where your budget is going and how much each real lead costs.