5.5X ROAS Through Paid Ads for Real Estate Leads in Pune
HOW WE GOT TO WHERE WE ARE TODAY
Client Overview
Our client is a real estate agency based in Pune, focused on selling residential flats, luxury villas, and plots to home buyers and investors. Their goal was to build a consistent pipeline of verified leads for site visits and project bookings — across Pune and nearby investment hotspots.
Campaign Objectives
- Drive Qualified Leads for Site Visits and Investor Interest
- Promote Newly Launched Residential and Plotted Developments
- Increase Traffic to the Project Website
- Achieve Profitable Ad Spends with Trackable ROI
Target Audience
The campaign specifically targeted:
- First-Time Buyers, Property Investors, and NRI Buyers
- Age Group: 30–50 Years
- Targeting Both Pune Residents and Individuals Exploring Investment in Pune Real Estate
THE STORY OF OUR PROGRESS
Platforms Used
To reach different intent levels, a multi-channel paid strategy was deployed:
- Google Search Ads – Captured high-intent keywords (e.g., “flats in Pune under 80 lakhs”)
- Google Display Network – Retargeting and reach-based campaigns
- Meta Ads (Facebook & Instagram) – Lead forms, carousel ads, and story ads
- YouTube – Short videos and walkthroughs for new launches
- LinkedIn – Focused on HNIs and NRI prospects
- WhatsApp Lead Campaigns – Enabled faster conversions through conversational CTAs
Ad Budget Allocation
| Platform | Allocation % | Monthly Spend (INR) |
| Google Ads | 40% | ₹1,20,000 |
| Facebook & Instagram | 30% | ₹90,000 |
| YouTube Ads | 15% | ₹45,000 |
| LinkedIn Ads | 10% | ₹30,000 |
| WhatsApp Campaigns | 5% | ₹15,000 |
Campaign Execution
- Developed Landing Pages with Strong CTAs and WhatsApp Integration
- Created Ad Copy Variations Tailored to Different Audience Segments (Buyers, Investors, NRI)
- Used Lead Scoring Logic + CRM Integration for Follow-Up Automation
- Deployed Conversion Tracking via Google Tag Manager to Monitor Form Fills and Calls
- Introduced Smart Exclusions and Remarketing Filters to Reduce CPL Over Time
Results Achieved
- CPL Reduced to ₹350 on Average
- 4X ROAS Within the First Quarter
- 5.5X ROAS Achieved by the Second Quarter
- 35% of Leads Engaged via WhatsApp Within 24 Hours
Challenges & Solutions
| Challenge | Solution |
| Low-quality leads | Added qualification questions + lead scoring to weed out unqualified leads |
| High CPL | Rebuilt audience targeting using lookalike and intent-based segments |
| Tracking issues | Implemented Google Tag Manager with lead source mapping |
| Poor lead verification | Added auto-replies + manual screening layer before CRM sync |
Key Takeaways
- Real Estate Campaigns Require Full-Funnel Strategy: AWARENESS → ENGAGEMENT → LEAD → FOLLOW-UP
- WhatsApp Campaigns Are Highly Effective in Bridging the Lead Response Gap
- Ongoing Optimization of Targeting + Creatives Is Key to Reducing CPL and Scaling ROAS
- CRM Integration and Lead Qualification Filters Drastically Improve Sales Team Performance
