Enable Group
From enable group is a melbourne custom home builder and developer operating across suburbs including bulleen, preston, ashburton, doncaster east, brighton, ashwood and templestowe.
The Results
+218%
Organic traffic
42
Qualified leads / month
−37%
Cost per qualified lead
14 / month
Booked consultations
The Challenge
Enable Group is a Melbourne custom home builder and developer operating across suburbs including Bulleen, Preston, Ashburton, Doncaster East, Brighton, Ashwood and Templestowe. Despite a strong project portfolio, their digital presence wasn't generating qualified building enquiries — they relied heavily on referrals and word-of-mouth, with no predictable lead pipeline.
The Opportunity
Melbourne buyers actively search for custom home builders, knockdown rebuilds, multi-unit dwellings and SDA homes. The search demand exists — Enable Group just wasn't capturing it. Their competitors were ranking for high-intent commercial searches while Enable Group was virtually invisible organically.
The Strategy
Technical SEO
Full crawlability and indexation audit. Fixed core web vitals, structured data, and canonical issues that were preventing Google from properly understanding the site.
Service Pages
Built dedicated pages for each service offering — custom home builder Melbourne, knockdown rebuilds, multi-unit dwellings, SDA homes and commercial projects — each scoped to genuine search intent.
Local SEO
Optimised Google Business Profile and built suburb-level relevance across the Melbourne areas where Enable Group actually delivers projects.
Google Ads
Launched intent-mapped search campaigns targeting commercial keywords with tight negative lists to eliminate wasted spend on research-stage queries.
Landing Pages
Conversion-focused landing pages matched to each ad group and search intent — not the generic homepage.
Lead Tracking
Call tracking, form tracking and CRM integration so every enquiry is attributed to its source and measured against booked consultations.
What we learned
- Generic homepage traffic is worthless for builders. Dedicated service pages scoped to real search intent are what produce qualified enquiries.
- Melbourne's custom home market is competitive but beatable with genuine suburb-level content and a strong project portfolio.
- Tracking the full funnel from click to booked consultation is the only way to know whether builder marketing is actually profitable.
“LeadGeelong helped us increase qualified enquiries for our Melbourne building projects. We now have a much clearer understanding of where our leads are coming from and which campaigns are producing actual consultations.”
— Enable Group, Custom Home Builder, Melbourne
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