Campaign Overview

The Challenge

The interior design industry in India presents a unique advertising challenge. Purchase decisions are high-value, emotionally driven, and involve long consideration cycles. A homeowner searching for an interior designer is not making an impulse decision — they are researching, comparing portfolios, reading reviews, and evaluating multiple options before making contact.

For BuildCraft Interiors — a premium interior design firm serving clients across Bangalore, Mumbai, Hyderabad, Pune, and Chennai — the challenge was generating a consistent flow of qualified leads from homeowners and businesses actively seeking interior design services across multiple cities simultaneously. The campaign needed to capture high-intent searches across a geographically diverse market while maintaining a cost per conversion that made commercial sense for a premium service business.

Our Approach

Intent-Based Keyword Targeting

The foundation of this campaign was identifying the specific search terms that indicate genuine purchase intent rather than casual browsing. Interior design searches exist on a spectrum — from broad informational queries like “home interior ideas” to high-intent commercial searches like “interior designers near me” and “modular kitchen designers.” We concentrated budget exclusively on the high-intent end of that spectrum.

The top converting keywords confirmed this strategy was correct:

• Interior designers near me — 86 conversions
• Home interior design — 64 conversions
• Modular kitchen designers — 52 conversions
• Office interior designers — 38 conversions
• Living room interior design — 30 conversions

Each of these terms represents a searcher who has moved beyond inspiration-gathering and is actively evaluating specific service providers — the ideal stage at which to capture a lead.

Multi-City Campaign Architecture

Rather than running a single national campaign, we structured the campaign to address the geographic diversity of BuildCraft’s target market. Top converting locations across the three month period were Bangalore at 154 conversions, Mumbai at 98, Hyderabad at 67, Chennai at 48, and Pune at 45. This city-level performance data allowed us to make informed bid adjustments — concentrating budget in the highest-converting markets while maintaining presence in secondary cities.

Peak Hour Optimisation

The day and hour conversion data revealed consistent peak conversion windows during evening hours — the period when homeowners are most likely to research and enquire about home improvement services after work. Bid adjustments were applied to maximise visibility during these high-converting windows, ensuring budget was concentrated precisely when the target audience was most ready to take action.

Mobile-First Execution

Device data showed that 72.6% of clicks came from mobile phones generating 299 of the total conversions — confirming that potential interior design clients in India’s major cities predominantly research and enquire via smartphone. The campaign landing pages and ad formats were optimised for mobile experience to capture this majority traffic segment effectively.

The Results

Over three months from January to March 2026 the campaign delivered 412 total conversions at an average cost per conversion of ₹291.26 — against a total spend of ₹1,20,000. The 6.67% click-through rate significantly exceeded the home services industry average, indicating strong ad relevance and keyword targeting accuracy.

The campaign’s consistent performance across all three months — visible in the steady conversion trend line across the 90-day graph — demonstrated that the campaign structure was stable and scalable rather than front-loaded or inconsistent. This consistency is particularly important for a premium service business where lead quality and predictability of volume matter as much as raw conversion numbers.

The conversion value to cost ratio of 1.79 confirmed that the campaign was generating positive returns on ad spend throughout the period — with every rupee invested producing measurable business value for the client.

Key Takeaways

Intent-based keyword selection dramatically improves lead quality in the interior design sector. Targeting searches that signal active service evaluation rather than general inspiration browsing produces leads that are significantly more likely to convert into actual projects.

Multi-city campaigns require individual location analysis to optimise budget allocation effectively. Bangalore consistently outperformed other cities in this campaign — data that informed ongoing bid strategy and budget concentration decisions.

Evening hour targeting is essential for home improvement and interior design campaigns in India. The conversion data consistently showed peak activity in post-work evening hours — a pattern that informed bid adjustments and maximised campaign efficiency.

A 90-day campaign horizon reveals patterns that 30-day campaigns cannot. The three-month view of this campaign showed consistent performance trends that allowed for confident scaling decisions and reliable lead volume forecasting for the client.

What This Means for Your Business

If you run an interior design firm, architecture practice, or home renovation business and your current advertising is not generating a consistent flow of qualified project enquiries — the solution is almost certainly a more precise keyword strategy and better geographic targeting rather than a larger budget.

The interior design market across India’s major cities is actively searching for exactly what premium firms like yours offer. A well-structured Google Ads campaign built around high-intent local searches puts your business in front of those searchers at the precise moment they are ready to enquire.

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