Average conversion rates in Google Ads are often cited as a benchmark for performance. For property businesses, those averages are almost meaningless. The relevant question is what a well-run property sector campaign actually achieves, and what a poor one looks like.
What counts as a conversion?
Before discussing rates, be precise about what you are measuring. A completed form submission, a phone call of over 60 seconds, a consultation booking? Different conversion types have different rates, and mixing them without weighting gives a number that does not correspond to actual business outcomes. Reporting on enquiries, not all tracked events, is the starting point for a useful benchmark.
What drives conversion rate more than anything else
Landing page quality is the primary variable. Campaigns sending traffic to a generic homepage convert at the lower end of any range. Dedicated landing pages with message match, visible proof, and minimal friction convert at the higher end. The targeting and ad copy determine who arrives. The landing page determines whether they convert. These are two separate problems with separate solutions.
Directional benchmarks by property niche
- Renovation and construction: 4 to 10 percent on a well-built dedicated landing page
- Interior design and architecture: 2 to 6 percent, reflecting the longer research cycle
- Airbnb and holiday rental management: 3 to 7 percent for property owner enquiries
- Landscaping and garden design: 4 to 9 percent in season
- Property development: 2 to 5 percent, given the complexity and value of the purchase decision
These are directional ranges for well-structured campaigns with dedicated landing pages. Campaigns sending traffic to homepages or slow pages will sit well below these figures regardless of niche.
When to be concerned
A conversion rate below 1 percent on a dedicated landing page after six weeks of data is a signal that something structural is wrong. Either the traffic is misqualified (a keyword problem) or the page is failing (a landing page problem). Both are fixable. Continuing to spend without addressing the root cause is not.
The cost per lead calculation
Conversion rate is most useful when translated into cost per lead. A 5 percent conversion rate at £5 per click produces a £100 cost per lead. Against a project value of £80,000, that is justified at almost any realistic close rate. The number to track is cost per qualified lead over time, not the headline conversion percentage in isolation.
If you want to understand what conversion rates look like across campaigns that Colonnade has run for property businesses, the case studies page has specific data from live accounts. The full lead generation system covers how tracking is built to capture these numbers accurately.
What conversion rate is your current campaign running at?
Colonnade campaigns include end-to-end tracking so you always know your actual cost per lead, not just clicks and impressions.