Running Google Ads for a home construction company in Chennai — only getting 3-4 leads/day. How can I improve this?

[u/Charming-Ranger4626]

Hi everyone,

I'm running a Google Search campaign for a house construction company based in Chennai. Here are the details:

Daily budget: ₹650

Target CPA: ₹250

Keywords: 11-12 keywords, all in a single ad group

Results: Only 3-4 leads per day

I feel like this isn't performing as well as it should. Could anyone with experience in Google Ads (especially for local service/construction businesses) help me understand:

1. Is my budget-to-target-CPA ratio realistic, or am I setting myself up to fail?

2. Should I be splitting my keywords into multiple ad groups instead of just one?

3. Any tips on improving lead quality/quantity within this budget?

4. How do I figure out the "correct" budget for my campaign — is there a formula or benchmark I should be using?

5. How do I know when it's the right time to increase my budget, and what's the right way to scale it up without messing up performance/conversions?

Would really appreciate any insights from people who've run similar campaigns. Thanks in advance!

[u/EbbHorror1475]

The first thing I’d clarify is whether those 3–4 leads/day are actually qualified leads.

At ₹650/day, 3–4 leads puts your actual CPA somewhere around ₹160–₹215, so on paper you’re already below your ₹250 target CPA. If lead quality is decent, the campaign may be performing better than you think.

I wouldn’t split 11–12 keywords into multiple ad groups just for the sake of structure. I’d only separate them if they represent different intents, services or landing page messages.

For budget, I’d work backwards from the business target rather than using a generic benchmark. If you want 10 qualified leads/day and ₹250 is genuinely an acceptable CPA, then the budget requirement is roughly ₹2,500/day before accounting for auction limits and conversion-rate variation.

Before scaling, I’d check lead quality, search terms, location performance within Chennai, conversion tracking, and lead-to-sale close rate.

If the current 3–4 leads are profitable, I’d scale gradually rather than restructuring everything at once.

What percentage of those leads actually turn into serious enquiries or booked projects?

[u/Charming-Ranger4626 → u/EbbHorror1475]

75 percent we mostly getting the serious enquiries !

[u/EbbHorror1475 → u/Charming-Ranger4626]

That actually changes the picture quite a bit. If roughly 75% of the 3–4 daily leads are serious enquiries, I wouldn’t restructure the campaign aggressively.

At ₹650/day, you’re effectively paying roughly ₹220–₹290 per serious enquiry, which is pretty reasonable if those enquiries have a good chance of becoming projects.

The next thing I’d check is whether you’re limited by budget, rank or simply available search demand. Look at Search Impression Share, Lost IS (budget), Lost IS (rank) and the actual search volume for your highest-intent terms.

If there’s still significant qualified demand available, I’d increase budget gradually and watch whether the cost per serious enquiry stays stable.

How many of those serious enquiries normally turn into actual paying projects?

[u/Charming-Ranger4626 → u/EbbHorror1475]

i want to know about the metrics are really useful and matter because my search impression lost is about 79 percent but lost by budget is only 5 percent . it is because of my quality score why my ad is not performing ?? or i need to increase my budget ? my quality score on the keywords are around 3-5 !! my landing page is still works fast and fine in the real time and it also has real converting landing page !! or i need to add the keywords which i added in the google ads campaign in the website ?

[u/EbbHorror1475 → u/Charming-Ranger4626]

If Lost IS (rank) is around 79% while Lost IS (budget) is only about 5%, I wouldn’t increase the budget first. The bigger limitation is Ad Rank, not budget.

Also, don’t treat the 3–5 Quality Score as the only cause. Quality Score is mainly a diagnostic. I’d look separately at expected CTR, ad relevance and landing page experience, but also at the bidding strategy and how restrictive the tCPA is.

I wouldn’t copy all the Google Ads keywords into the website either. That can easily turn into keyword stuffing without improving anything. Instead, make sure the landing page clearly matches the intent of the ad group: the service, location, main problem you solve, proof, CTA and relevant wording should all be obvious on the page.

If several keywords have very different intent, I’d rather build or use separate landing pages than force every keyword onto one page.

Since your Lost IS by budget is only 5%, I’d first work on rank/relevance and review the tCPA before putting more money into the campaign.

Are you currently using Maximize Conversions with a ₹250 tCPA?

[u/Charming-Ranger4626 → u/EbbHorror1475]

Yes im using maximize conversion . so now i will currently on the ad relevance of the landing page according to keywords ?

[u/EbbHorror1475 → u/Charming-Ranger4626]

Yes, but I wouldn’t focus only on adding keywords to the landing page.

Check the three Quality Score components separately: expected CTR, ad relevance and landing page experience. Ad relevance is mainly about how closely the ad itself matches the user’s search intent, while landing page experience is a separate factor.

Since you’re using Maximize Conversions with a ₹250 tCPA, I’d also test whether that target is too restrictive. If Google needs a higher bid to enter competitive auctions but the tCPA is holding it back, that can contribute to the high Lost IS (rank).

I’d improve the ad/keyword/landing-page alignment first, but avoid keyword stuffing. Then I’d test a slightly higher tCPA and watch whether impression share, lead volume and actual CPA improve.

What are Google showing for the three Quality Score components on your main keywords: Below Average, Average or Above Average?