- LLPIN: ACD-2052
- GSTIN: 05AFCFS7924L1ZM
Square Xperts was already running Meta Ads at a daily spend of ₹1,000 (around ₹30,000 per month) for one of Godrej Properties’ premium residential projects in Bengaluru a development priced at ₹2 Crore and above.
But the numbers told a frustrating story.
The cost per lead had settled around ₹800 not catastrophic, but unsustainable for a campaign expected to deliver high-ticket conversions. The bigger problem, however, was what happened after the lead came in.
Site visits were practically zero. Leads filled forms, sales teams called them, and conversations died there. Lead quality was poor most respondents were curious browsers, not actual buyers with ₹2 Cr+ purchasing power. Conversions were non-existent, which meant the entire ad budget was essentially being burned without measurable returns.
The root cause was clear: audience targeting was too broad. The previous setup chased “business owners” and “senior professionals” categories so wide that a mid-level manager and a UHNI were treated as equals. For a luxury property requiring serious buying capacity, the campaign needed surgical precision. It was operating like a butter knife.
The biggest shift was redefining who we were talking to. Instead of casting a wide net across “high-income professionals,” we narrowed targeting to the top 1% of India’s Tier-1 cities — the audience segment that could realistically write a ₹2 Cr cheque.
We built custom audiences around HNIs with declared income brackets above ₹50 LPA, existing luxury property owners across Bengaluru, Mumbai, Delhi NCR, and Hyderabad, C-suite executives from Fortune 500 companies and unicorn startups, NRI investors actively researching Indian real estate, and tech founders from Bengaluru’s startup ecosystem.
The lookalike audience layer was critical. By feeding Meta’s algorithm data on actual past luxury buyers, the platform learned to find similar prospects on its own — instead of us guessing demographics.
Sending paid traffic to the generic Godrej project page was leaking conversions. We built a custom landing page designed specifically for this campaign.
Project highlights were placed above the fold. Pricing was made transparent — “Starting ₹2 Cr” displayed prominently to act as a self-qualifying filter. We used premium drone shots, interior renders, and lifestyle imagery that matched buyer aspirations. Trust signals like Godrej’s brand legacy, RERA approval, and project completion timeline were front and centre.
The CTA was singular and focused — “Schedule a Site Visit” — with no competing newsletters or secondary asks. The page was mobile-first with sub-2-second load times. This single change improved conversion rates by 3-4x compared to the original generic project page.
We weren’t optimizing for lead volume. We were optimizing for lead quality — the kind sales teams actually want to call.
Qualifying questions were added to the lead form: budget range, possession timeline, current location, and purpose (end-use vs investment). The form filtered out tire-kickers — only serious prospects could complete it.
Meta Pixel and Conversion API (CAPI) were implemented in parallel to maintain accurate tracking after iOS 14 attribution challenges. We started with manual bidding for the first 30 days to build clean data, then transitioned to automated bidding once the algorithm had enough signals.
Luxury real estate sells on aspiration plus trust. We tested multiple creative formats simultaneously — video walkthroughs of model apartments, carousel ads showcasing amenities, static ads with bold pricing hooks, testimonial-style ads featuring satisfied Godrej homeowners, and cinematic project flythrough videos.
Creatives were refreshed every 7-10 days to prevent ad fatigue and maintain frequency under control.
The earlier campaign was pushing cold audiences directly to a “Book Site Visit” CTA. That’s like proposing on the first date.
We rebuilt the funnel in three stages — Top of Funnel for awareness with brand-led videos, Middle of Funnel for consideration with detailed amenity content, and Bottom of Funnel for conversion with retargeting and urgency-led ads.
A separate retargeting campaign was created for users who filled the form but didn’t book a visit, with tailored ads featuring floor plans and pricing breakdowns.
₹800 CPL
Cost per lead was unsustainable for luxury segment.
Practically Zero Site Visits
Leads filled forms but never showed up at the property.
0% Sales Conversion
Entire ad budget was being burned without measurable ROI.
Poor Lead Quality
Most respondents were curious browsers, not actual ₹2 Cr+ buyers.
Broad Targeting
“Business owners” and “senior professionals” — too wide for luxury segment.
₹250 CPL
68.75% reduction in cost per lead — same daily budget, 3x more qualified leads.
27% Site Visit Rate
Genuine buyers driving to the property — proof of real intent.
3.8% Sales Conversion
Industry-leading conversion rate for ₹2 Cr+ luxury segment.
High-Quality Leads
Sales team finally had buyers worth calling, not just numbers.
Top 1% Targeting
HNIs, C-suite execs, NRIs, and luxury property owners across Tier-1 cities.
See real results before you pay a single rupee.
