Industries: Real Estate & Property Development
Channels Used: Google Ads, Meta Ads (Facebook & Instagram), Organic Social
Client Count: 10+ Active Clients
Regions Targeted: Pan-India (Primarily South India)
Scope: Ad Strategy, Media Buying, Social Media Content, Analytics
🎯 Objective
To manage and scale high-performing lead generation campaigns for over 10 real estate developers simultaneously. The goal was to deliver quality leads for site visits and bookings, while keeping CPL (Cost Per Lead) within industry benchmarks.
🧱 Client Portfolio
Here are some of the real estate brands I successfully managed:
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Srinivasa Housing
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Jain Housing
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CREDAI Chennai
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Pushkar Properties
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Casagrand
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Ayush Developers
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Global Estate Equity
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Deccan Estates
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Newry Properties
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Radiance Realty
Each of these clients had multiple ongoing projects ranging from budget apartments to premium gated communities.
🧠 My Role
I handled end-to-end campaign management, including:
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✅ Meta Ads Setup: Lead generation campaigns with instant forms, conversion-focused landing pages, and retargeting loops
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✅ Google Ads: Keyword research, intent-based campaigns (Search, Display, Discovery, and YouTube)
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✅ Strategy & Planning: Individual funnel planning for each builder based on project size, location, and buyer profile
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✅ Ad Copywriting: Regional language and English variations to suit different target groups
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✅ Social Media: Managed Facebook & Instagram profiles with creatives, reels, project highlights, and testimonial content
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✅ Analytics & Reporting: Weekly dashboards, call tracking integration, and GA4-based performance analysis
🔍 Ad Strategy Snapshot
1. Meta Ads (Facebook/Instagram):
| Objective | Audience Targeting | Creative Formats |
|---|---|---|
| Lead Generation | Location + Interest + Lookalikes | Reels, Carousel, Instant Forms |
| Retargeting | Visitors & Engaged Users | Testimonial Videos, Offers |
2. Google Ads:
| Campaign Type | Example Keywords | Targeting |
|---|---|---|
| Search Campaign | “Flats in OMR,” “2BHK in Chennai” | City + Radius Targeting |
| Display Retargeting | Site Visitors / Past Leads | Project Offers & Banners |
| YouTube Discovery | Project Walkthroughs & Builder Reels | In-market audiences |
⚙️ Automation & Tools Used
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Google Tag Manager + GA4
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Meta Business Suite + Custom Audiences
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Excel Dashboards & Google Data Studio
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CallRail integration for offline call tracking
💡 Challenges & Solutions
| Challenge | Solution Implemented |
|---|---|
| High CPL during festive seasons | Used regional creatives + creator-led walkthroughs |
| Client delays in creative approvals | Built monthly content calendars + pre-approval loops |
| Managing 10+ ad accounts | Created templated campaign structures & asset banks |
📈 Key Results
| KPI | Avg. Performance (Across Clients) |
|---|---|
| Avg. CPL | ₹180 – ₹350 (varied by location) |
| Site Visit Conversion | 20–25% from qualified leads |
| ROAS for Premium Units | Up to 7x in remarketing campaigns |
| Ad Approvals & Uptime | 99% compliance maintained |
👨💻 What Set Me Apart
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Managed 10+ clients simultaneously without performance drop
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Handled diverse project types – from budget homes to luxury villas
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Balanced both performance marketing and brand storytelling
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Adapted strategy based on each project’s lifecycle: pre-launch, launch, and closing
🏁 Final Thoughts
Handling this real estate portfolio helped me develop the process mindset required for managing performance campaigns at scale. It wasn’t just about launching ads – it was about deeply understanding real estate buying psychology, urgency triggers, and regional nuances to convert digital interest into physical site visits and actual bookings.