Vecmilgravis

Selling apartments through Google Ads requires
reaching buyers at the exact moment they are
actively searching - not just browsing for inspiration.

The challenge was to build a campaign structure
that captures high-intent queries from people
ready to view or inquire about a specific apartment,
while filtering out low-quality traffic from renters,
investors looking for commercial property,
or users searching for general real estate information.

At the same time, clean conversion tracking

was essential to measure which keywords

and ads were generating real inquiries

and to give the sales team full visibility

into the lead flow.

Technical infrastructure

• GTM setup: Implemented tracking for all key lead actions including form submissions and contact clicks.
• GA4 configuration: Built a clean analytics setup to measure traffic sources, user behavior, and conversion paths.
• Conversion tracking: Configured primary conversions to track apartment inquiries and support campaign optimization.

Keyword research & intent control

• Semantic research: Collected and structured keywords across all relevant search directions - new apartments, specific districts, property types, and buying intent queries.
• Negative keywords: Built a comprehensive negative list to exclude renters, commercial property seekers, and informational traffic.
• Search intent mapping: Grouped keywords by intent level to align ads and landing pages with buyer readiness.

Google Ads Search campaign setup

• Campaign architecture: Structured the account with tightly themed ad groups per service direction and buyer intent.
• Ad copywriting: Created high-relevance ads focused on location, new build quality, and direct inquiry calls-to-action.
• Extensions setup: Added key assets to improve CTR and highlight key selling points of the development.Launch and validation: Monitored early search term data and refined keyword matching and negatives based on real queries.

With a professional tracking setup and a structured Search campaign in place, Vecmilgravis gained a reliable digital channel to reach apartment buyers at the right moment in their search journey.

GTM and GA4 provided full visibility into lead sources and user behavior, while deep keyword research and negative filtering ensured the budget was spent exclusively on high-intent buyers.

Well-structured ad groups and targeted ad copy improved relevance and inquiry quality, turning Google Search into a scalable acquisition tool for the Riga real estate market.