- LLPIN: ACD-2052
- GSTIN: 05AFCFS7924L1ZM
Home Star Housing came to us with a clear ask. They were marketing Amrapali Golf Homes, a residential project in Greater Noida targeting families looking for premium 3BHK and 4BHK apartments. Their existing Meta Ads campaign was bringing in 90 leads per month at a CPL of ₹450.
The numbers were not bad on paper. But two issues were bleeding the campaign slowly. First, the CPL was sitting too high for a competitive market like Greater Noida where multiple residential projects were running similar campaigns at much lower costs. Second, lead quality was inconsistent. The sales team was spending time on prospects who were either out of budget, not seriously looking, or just casual browsers exploring options without intent.
Looking deeper into the campaign structure, three core problems became visible. The audience targeting was too generic, reaching anyone interested in real estate in Delhi NCR rather than the specific homebuyer segment that fits Amrapali Golf Homes’ price point. The funnel had no warm-up sequence. Cold traffic was being pushed straight to “Schedule Site Visit” CTAs, which kept conversion rates low and CPL high. The landing page was the same generic project website used for organic traffic, with no optimization for paid campaign behavior.
For a project where buying decisions are emotional but require multiple touchpoints, this setup was working against the grain. Home Star Housing needed a cleaner system that brought down CPL while increasing lead quality.
The first move was rebuilding the audience strategy from scratch. Instead of running ads to broad real estate audiences, we created three buyer personas based on the project pricing and lifestyle positioning. Mid-to-upper middle class families looking to upgrade from rental to ownership formed the primary segment. IT professionals and corporate employees with stable income looking for end-use properties made up the second. Small business owners and self-employed buyers seeking residential investment formed the third.
For each persona, we built custom audiences using behavioral signals. People who had recently engaged with home loan content, real estate marketplaces like 99acres and MagicBricks, and property finance pages were grouped together. Lookalike audiences were then built on top of these custom seeds to scale reach without compromising relevance.
Geo-targeting was tightened to specific Delhi NCR pockets where buyers were most likely to invest in Greater Noida. Noida sectors, Delhi East and South zones, Ghaziabad’s residential clusters, and select corporate hubs were prioritized over broad NCR-wide targeting.
The earlier campaign was making one classic mistake. Cold audiences were being pushed directly to high-commitment CTAs like “Schedule Site Visit.” This works for warm audiences but fails for first-time exposures. We rebuilt the entire funnel with three distinct stages.
Top of Funnel ran awareness ads showcasing Greater Noida as a residential investment destination, the lifestyle benefits of Amrapali Golf Homes, and the project’s location advantages. The goal was reach and video completion, not conversions. Middle of Funnel served retargeting ads to engaged audiences. These ads showed amenities, floor plans, golf course views, and pricing teasers. The goal was engagement and form fills. Bottom of Funnel pushed direct conversion ads with strong CTAs to warm audiences who had already engaged with previous content. These ads featured site visit booking, payment plans, and possession timelines.
Each stage had its own KPIs and budget allocation. About 30 percent of budget went to awareness, 40 percent to consideration, and 30 percent to conversion. This balance kept the funnel feeding consistently from top to bottom.
Sending paid traffic to the generic Amrapali Golf Homes website was costing us conversions. The website was built for organic visitors browsing leisurely, not paid traffic with specific intent. We built a dedicated landing page designed end-to-end for the campaign.
The landing page started with project highlights and the golf course view as the visual anchor. Pricing was placed prominently to act as a self-qualifying filter, so only budget-matched buyers continued reading. Trust signals like RERA registration, possession timeline, and project completion guarantees were placed above the fold. Floor plan downloads, amenities walkthrough, and location benefits filled the middle section.
The lead capture form was redesigned with qualifying questions. Budget range, possession timeline, and purpose (end-use vs investment) were added. This filtered out window shoppers and passed only serious prospects to the sales team. The CTA was singular and focused: “Book Site Visit.” Page load speed was optimized to under 2 seconds and the entire experience was tested across mobile devices since most paid traffic comes from mobile.
Real estate buying combines aspiration with serious financial commitment. Buyers want to feel inspired but also reassured. Our creative strategy balanced both emotions across the funnel.
We tested over 20 creative variations. Video walkthroughs showcased model apartments, the golf course views, clubhouse amenities, and lifestyle moments. Carousel ads broke down floor plans, pricing per BHK, and possession timelines. Static ads with bold pricing hooks like “Premium 3BHK starting at affordable EMI” captured quick attention. Testimonial-style content featured early buyers explaining why they chose Amrapali Golf Homes for their family.
Trust elements were front and center in every ad creative. RERA numbers, project status, builder credibility, and possession dates were always visible. We avoided clickbait promises like “Last few units left” and instead leaned into transparency, which actually improved click-through rates and lead quality.
Creatives were refreshed every 7 to 10 days to prevent ad fatigue. Top performers were scaled into the active rotation while underperformers were paused without delay.
Standard pixel tracking alone was not giving the algorithm enough conversion signals after the iOS 14 update. Many iOS users had tracking restrictions that were blocking browser-side conversion data from reaching Meta. We implemented Conversion API (CAPI) alongside the pixel to send server-side events directly.
Custom conversion events were configured for the full funnel. Form fills tracked initial leads. Qualified leads (those passing the form filter) tracked sales-ready prospects. Site visit bookings tracked actual property visits. This gave Meta a complete picture of the conversion journey instead of stopping at form fills.
We started with manual bidding for the first 30 days to build clean data. Once the algorithm had enough signals, we transitioned to automated bidding strategies focused on quality leads rather than volume. Within 6 to 8 weeks, the algorithm was consistently delivering audiences similar to actual converted buyers, which kept CPL stable while quality improved.
Stuck Lead Volume
Plateau at 90 leads per month from Meta Ads with no consistent growth pattern.
High CPL of ₹450
Cost per lead was sitting too high for a competitive Greater Noida residential market.
Inconsistent Lead Quality
Sales team was spending hours on calls with prospects who had no real intent or budget match.
Broken Funnel Logic
Cold audiences being pushed directly to site visit CTAs, leading to low conversion and high CPL.
Generic Landing Page
Paid traffic was being sent to the same project website used for organic visitors, losing conversions.
3X Plus Monthly Lead Growth
Scaled from 90 to 300 plus qualified leads every month, building a consistent sales pipeline.
CPL Reduced to ₹150
67 percent reduction in cost per lead with simultaneous improvement in lead quality.
Sales-Ready Prospects
Form qualifying filters meant the sales team only spoke to budget-matched, intent-driven buyers.
Three-Stage Funnel Working Smoothly
Awareness, consideration, and conversion stages each delivering their KPIs consistently month over month.
Persona-Matched Audiences
Custom and lookalike audiences built around actual homebuyer profiles, not generic real estate interest.
See real results before you pay a single rupee.
