Plantation Homes: 46.5% lower cost per lead

The brief

Plantation Homes builds new homes across Brisbane, the Gold Coast and South East Queensland, and is part of the Henley group. Like every builder, it needs a steady flow of enquiries from people ready to build, at a cost per lead that holds up. We looked after both sides of that: paid digital for enquiries now, and SEO for enquiries that keep coming.

What we did

• Paid digital across five channels. We ran campaigns on Facebook, Google Display, Google Search, LinkedIn and Pinterest.
• Local visits and calls. We used Google Ads to send buyers to Plantation Homes locations and to get them on the phone.
• Technical SEO. We uncovered crawlability and indexability issues that were keeping important blog pages from being found and indexed.
• Google Ads today. We still manage Plantation Homes’ Google Ads in 2026.

The results

On paid digital, the campaigns produced 480 leads in the quarter. Cost per lead fell 46.5% quarter on quarter, and cost per click fell 31.4%. Google Ads alone drove over 2.9k people to Plantation Homes locations and 527 calls to those locations.

On SEO, comparing 2019 with 2020:

• SEO traffic grew 81.77% year on year
• Enquiry form submissions from search grew 61.03%
• The SEO conversion rate grew 16.15%

Together, the two gave Plantation Homes more enquiries from both paid and organic search, with paid enquiries costing less than the quarter before. Plantation Homes is part of the Henley group, and you can see the same approach in Victoria in our Henley Homes case study.