Performance Marketing Campaign for

Objective:

Qualified Site Visits

Generate high-quality leads and drive conversions for premium apartments and plots.

Marketing Channels:

Meta (Facebook & Instagram) and Google Search Campaigns

Duration:

6 Months

Challenges:

Our client faced the challenge of reaching potential buyers for apartments and plots in the highly competitive and fast-growing areas of Bangalore. Our goal was to generate qualified leads ready to make purchase decisions for properties ranges from ₹1.10 to 2.30 Cr*. Additionally, we aimed to optimize marketing spend while ensuring maximum efficiency and measurable conversions.

Strategy:

1. Market Research & Audience Insights

• Conduct in-depth research on buyer personas, including age, income level, interests, and property preferences.
• Identify high-intent audience segments (investors, first-time homebuyers, NRIs, luxury buyers, etc.).
• Analyze competitor campaigns to identify gaps and opportunities.

2. Multi-Channel Advertising Approach

• Utilize Meta Ads for brand awareness, engagement, and lead generation.
• Leverage Google Search Ads to capture high-intent users actively searching for real estate opportunities.
• Implement Google Display & YouTube Ads for retargeting and brand reinforcement.

3. Campaign Structure & Targeting

• Meta (Facebook & Instagram):
  • Interest-based & behavioral targeting (Real estate investors, homebuyers, NRIs, HNIs).
  • Custom & Lookalike Audiences (Retargeting website visitors, CRM-based lookalike audiences).
  • Dynamic creative testing to identify high-performing ad copies and visuals.
• Google Search:
  • Target high-intent brand Keywords (e.g., "Sobha Neopolis”, Prestige Pine Forest”) and generic keywords (e.g., "apartments near Airport Road," "luxury villas in Bangalore").
  • Use phrase and exact match keywords to avoid irrelevant traffic.
  • Implement negative keywords to filter out low-quality traffic.

4. High-Converting Landing Pages

• Optimize landing pages with:
  • Strong value proposition (e.g., exclusive offers, limited-period discounts).
  • Clear CTAs (Book a Site Visit, Download Brochure).
  • Fast loading speed and mobile optimization.
  • Trust signals (builder credibility, testimonials, project highlights).

5. Lead Qualification & Nurturing

• Use qualifying questions in lead forms to filter out low-intent leads.
• Deploy CRM integration for efficient lead management and follow-ups.

6. Performance Tracking & Optimization

• Set up conversion tracking via Meta Pixel & Google Tag Manager.
• Analyze lead quality vs. cost per lead (CPL) and optimize campaigns accordingly.
• A/B test ad creatives, headlines, CTA buttons, and landing page elements.
• Use automated bid strategies for cost efficiency (Maximize Conversions, Target CPA).

7. Retargeting & Lookalike Audiences

• Retarget website visitors, lead form openers, and engaged users with personalized ads.
• Create lookalike audiences of converted leads for better scalability.

8. Budget Allocation & Scaling

• Allocate budget dynamically based on channel performance.
• Scale top-performing ad sets while testing new audience segments.
• Shift budget between Meta & Google based on cost per qualified lead (CPQL).

Results:

• Total Leads Generated: 3200 + leads in 6 Months.
• Lead Qualification Rate: 25 - 30%, meaning that 1200 + leads were qualified based on user intent and interest.
• Conversions (Closures): 22 closures within 90 days.
• Cost Per Lead (CPL): ₹ 550
• Cost Per Qualified Lead (CPQL): ₹ 1550