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Berkeley Group Case Study

A Clear Vision for Digital Growth

Overview

Berkeley Group partnered with Finsbury Media, a performance-driven digital marketing agency specialising in Google Ads and conversion-led growth strategies. Berkeley Group is a premier UK property developer known for award-winning new homes, large-scale urban regeneration and a diverse portfolio of residential developments from countryside family homes to city apartments. Despite strong brand equity, Berkeley Group’s digital paid search performance lacked consistency in driving high-quality enquiries from prospective homebuyers and investors. The need was to turn Google Ads from a visibility channel into a measurable lead generation engine with clear impact on sales pipelines.

The Challenge

Before optimisation, Berkeley Group faced several PPC challenges:

  • Significant monthly Google Ads spend with inconsistent lead quality
  • High-intent prospects not converting at expected levels
  • No granular tracking between ad clicks and actual sales enquiries
  • Competitive landscape for property search keywords
  • Limited insight into which campaigns drove the highest value prospects

The result was high acquisition costs and unclear ROI from paid search — a critical gap for a business selling high-value property developments with long sales cycles.

The Solution

Finsbury Media implemented a focused, performance-driven Google Ads strategy designed to generate high-value property enquiries — learn more about our approach as a specialist Google Ads agency.

  • Strategic Campaign
    Restructure

    We rebuilt the Google Ads account to segment campaigns by intent and lifecycle stage — targeting both acquisition (e.g., “buy new home London”) and consideration (e.g., “Berkeley Group developments”) search terms.

  • High-Intent
    Keyword Targeting

    Campaigns targeted premium search traffic around property investment, new homes, specific locations (e.g., London, Birmingham, South of England), and development names within the Berkeley portfolio.

  • Conversion-Focused
    Landing Pages

    Ads were paired with bespoke landing pages tailored to specific developments and buyer intent, driving significantly higher form completions and enquiries. These pages were also continuously enhanced using our Conversion Optimisation Platform, ensuring every click had the highest chance of turning into a qualified enquiry.

  • Enhanced
    Tracking & Attribution

    Advanced tracking was implemented to tie PPC leads directly to offline sales enquiries and consultations — giving full visibility over which keywords and campaigns delivered the highest value leads.

  • Bid & Budget
    Optimisation

    Budget was strategically allocated toward campaigns demonstrating the strongest lead quality and lowest cost per enquiry, improving overall efficiency.

  • Continuous Optimisation
    & Reporting

    Campaign performance was monitored rigorously with weekly refinements — adjusting bids, pausing underperformers, and scaling successful ad groups based on real-time results.

The Result

The optimised Google Ads strategy delivered measurable high-value lead generation for Berkeley Group:
  • 50% increase in qualified property enquiries via Google Ads

  • £80,000+ estimated monthly value in attributable property sales leads

  • Reduction in cost per lead by 30%

  • Clear visibility on campaign ROI across properties and locations

  • Significant uplift in engagement on development-specific landing pages

Paid search shifted from an uncertain spend to a predictable source of high-intent buyer enquiries — directly feeding Berkeley Group’s sales funnel with measurable outcomes.

Testimonial

Finsbury Media restructured our PPC campaigns with a laser focus on quality enquiries. We moved from high spend with limited visibility to a system that delivers consistent, high-value leads tied directly to our key developments. The transparency and measurable performance have transformed how we view paid search as a strategic acquisition channel.

Conclusion

In a competitive property market, Berkeley Group needed more than impressions — they needed qualified, ready-to-engage property leads.

By aligning Google Ads strategy with high-intent search behaviour, enhancing tracking, and optimising for quality over volume, Finsbury Media turned PPC into a reliable and measurable lead generation engine.

Paid search now delivers actionable, revenue-relevant leads that feed directly into Berkeley Group’s sales pipeline — driving both efficiency and tangible business value.

For property developers and construction brands looking to scale high-value enquiries, explore our specialist PPC for construction services.

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