Modular Home Builder

Organic visits up 79% on 2023, website enquiries up 37% year on year, and 2.8 times the Google Ads conversions for less spend. Every figure is from the builder’s own Google Analytics 4 and Google Ads accounts.

This case study is anonymous. We will happily tell you who the client is one to one. Just ask.

An established Western Australian builder of modular and transportable homes, from granny flats and holiday homes to full family homes and workforce accommodation.

Homes are built in the factory, then trucked to blocks right across regional WA, from the south coast to the Pilbara. A buyer can be anywhere in the state and never meet the builder in person until the home arrives.

PWD designed and built the website, and looks after the builder’s SEO and Google Ads. This case study covers three years of that work, from August 2023 to September 2026.

Selling homes to people hundreds of kilometres away puts the website at the centre of everything:

• The website is the showroom: most buyers will never visit a display home, so the designs, prices and process have to sell online.
• A state-wide market: buyers in different regions search in different words, for different towns, and all of them need to find the same builder.
• A crowded category: modular, transportable, prefabricated and kit homes all compete for the same searches, alongside national volume builders.
• Long decisions: buyers research for months before they call, so the site has to win the early searches as well as the final ones.

Built a website that sells the homes

A design catalogue buyers can browse from anywhere: a page for every home, with floor plans, renders and the details buyers ask about. The designs section now draws 1,813 organic visits in five months on its own, and the most popular individual designs each earn hundreds more.

Made the homepage win the big searches

The homepage took 20,489 organic visits from August to December 2025, up 70% from 12,060 in the same months of 2023.

Went after every region

Pages for the towns and uses buyers search for. Regional town pages grew from a handful of visits to hundreds, and the granny flats and transportable offices page grew 69% to 3,499 organic visits.

Gave the display village a reason to visit

For buyers who can make the trip, the display village page went from 20 organic visits to 509 over the same comparison.

Rebuilt Google Ads to pay its way

Search campaigns split by intent: brand, generic, home designs and competitors, each judged on cost per conversion. From December 2025 the account turned the corner, and over 2026 it has delivered nearly three times the conversions for about the same monthly spend.

Measured enquiries, not just visits

Phone taps, email clicks and enquiry form completions are all tracked in GA4, so the work is judged on leads reaching the sales team.

All figures are from Google Analytics 4 and Google Ads, measured in Perth time:

• Organic search visits are up 79%: 40,275 from August to December 2025, against 22,553 in the same months of 2023.
• 88,489 organic visits in the last 12 months (October 2025 to September 2026). Monthly organic visits peaked at 9,465 in August 2025, almost double the 4,932 of August 2023.
• Website enquiries are up 37%: 1,393 phone taps, enquiry forms and email clicks from January to May 2026, against 1,015 in the same months of 2025. Phone taps alone rose 49%.
• 1,413 calls from the website in the last 12 months.
• Google Ads conversions nearly tripled: 531 from January to September 2026, against 190 in the same months of 2025, for slightly less spend. Cost per conversion fell 66%, from $38.64 to $13.21. January 2026 alone brought 107 conversions at $7.55 each.
• Enquiries from organic search are up 20%: 1,614 from January to September 2026, against 1,342 a year earlier.
• AI assistants are a new source: 441 visits from tools like ChatGPT between July and September 2026, a channel that did not exist a year before.

What has not happened yet

Organic visits have eased back from their 2025 peak. September 2026 brought 5,761 organic visits, against 8,407 a year earlier. Enquiries have held up better than visits, but winning that traffic back is the priority.

Google Ads has cooled since its January peak. Conversions fell from 79 in May 2026 to 23 in September on the same spend, so cost per conversion has risen from about $10 to $33. About two in five 2026 conversions also came from people already searching for the builder by name, which is cheap to win but is not new demand.

The record has gaps. Tracking paused in September and October 2024, so no comparison here crosses those months. The enquiry form tracking was also changed in June 2026, so form counts after that are not compared with earlier ones.

We would rather show you the genuine position than round the story up.

• Win back the 2025 peak: find the searches that have softened since mid-2026 and rebuild those pages first.
• Get Google Ads back to its 2026 best: rework the generic and home-design campaigns that slipped after May, and grow conversions from people who do not yet know the name.
• Every design ranking by name: bring each home design page up to the standard of the best performers.
• More regional towns: extend the town pages to more of the places the builder delivers to.
• AI search visibility: be the builder an assistant names when a buyer asks who builds transportable homes in WA.

Three years in, the website is the builder’s busiest showroom: close to double the organic visitors of 2023, Google Ads enquiries at a third of last year’s cost, and more enquiries reaching the sales team than a year ago.

Want results like these? If your buyers are spread across the state, your website has to do the selling. Talk to PWD.