- LLPIN: ACD-2052
- GSTIN: 05AFCFS7924L1ZM
Near Step approached us with a tough mandate. They were marketing Apex Park Square, a commercial real estate project in Greater Noida starting at ₹40 Lakh. The target audience was very specific: doctors, healthcare professionals, and other established working professionals looking to invest in a commercial space for their clinic, office, or long-term rental income.
Their existing Meta Ads campaign was generating just 50 leads per month at a CPL of ₹600. On paper, the cost wasn’t terrible. But the ground reality was different. Most leads coming in had no real connection to the target buyer profile. The sales team was wasting hours on calls with people who had neither the budget nor the intent to invest in commercial property.
Three problems were clearly visible in the campaign structure. The targeting was too broad, reaching everyone interested in real estate instead of a focused professional audience. The funnel had no warm-up sequence, with cold audiences being directly pushed to book site visits. And the lead form had no qualifying filters, so the sales team had to do all the qualification work after the lead came in.
For a commercial project with a specialized buyer profile, this approach was draining budget without building pipeline. Near Step needed a system that brought in fewer junk leads and more decision-ready professionals.
We rebuilt the audience strategy around the actual buyer profile. Instead of targeting “interested in real estate” broadly, we created custom audiences specifically for doctors, dentists, chartered accountants, lawyers, and other established professionals who typically invest in commercial property for clinic spaces or office setups.
Detailed targeting was layered with job titles, employer information, and behavioral signals like engagement with medical association content, professional networking platforms, and commercial real estate marketplaces. Lookalike audiences were built on past commercial property buyers and high-income professional segments.
Geo-targeting focused on Delhi NCR areas with high density of medical practices and professional services, since most buyers were likely to invest within reasonable commute distance from their primary practice location.
Commercial property is not an impulse purchase. Buyers research, compare, and consult before committing. The earlier campaign was treating cold traffic like warm leads, which broke the funnel entirely.
We rebuilt the campaign in three stages. The Top of Funnel ran awareness videos showcasing Apex Park Square as a smart commercial investment, location advantages, and ROI potential. The Middle of Funnel served retargeting ads to engaged audiences with detailed walkthroughs of clinic-ready spaces, office layouts, parking facilities, and footfall data. The Bottom of Funnel pushed strong CTAs to warm audiences with pricing details, RERA information, and direct site visit booking.
Each stage had specific creative variations and goals. Awareness aimed for video views and reach. Consideration measured engagement and form fills. Conversion tracked actual site visits booked.
Sending paid traffic to a generic project website was costing us conversions. We built a dedicated landing page designed around how a doctor or working professional evaluates a commercial property purchase.
The landing page led with starting price (₹40 Lakh onwards), commercial unit sizes, and ROI potential at the top. Trust signals like RERA registration, builder reputation, and project completion timelines were placed prominently. The page included specific use-case sections showing how the spaces could work as clinics, offices, or rental investment units.
The lead capture form was redesigned with qualifying questions: budget range, intended use (own use vs investment), profession, and possession timeline. This filtered out casual browsers and passed only serious prospects to the sales team. Page load speed was optimized to under 2 seconds and mobile experience was tested rigorously.
Professionals investing ₹40 Lakh and above in a commercial property need confidence, not hype. We built the creative strategy around credibility and clear information rather than aggressive sales messaging.
Over 25 creative variations were tested across different formats. Video walkthroughs showed actual unit sizes, common areas, and parking facilities. Carousel ads broke down pricing, payment plans, and possession timelines. Static ads featured RERA numbers, completion guarantees, and builder credentials. Testimonial-style ads featured early professional buyers explaining why they chose Apex Park Square for their practice or investment.
Best performing creatives were scaled while underperformers were paused quickly. Creative refresh happened every 7 to 10 days to prevent ad fatigue and keep cost per result stable.
After the iOS 14 update, browser-based pixel tracking alone was leaving the algorithm blind to a significant chunk of conversions. We implemented Meta Conversion API (CAPI) alongside the standard pixel to send server-side conversion events directly.
This dual tracking ensured that even when iOS users had tracking restrictions enabled, Meta still received accurate conversion data for algorithm learning. Custom conversion events were configured beyond just form submissions. We tracked qualified leads passing the form filter, site visit bookings, and final closures.
Within four weeks, the algorithm had enough clean data to start automatically prioritizing audiences similar to actual qualified buyers. CPL began dropping consistently while lead quality stayed sales-ready.
Limited Lead Volume
Just 50 leads per month from Meta Ads, not enough to keep sales pipeline active.
High CPL of ₹600
Cost per lead was eating into the marketing budget without delivering qualified prospects.
Wrong Audience Mix
Most leads were not from the target professional segment, draining sales team time on unqualified calls.
Broken Funnel Structure
Cold audiences pushed directly to site visit CTAs with no awareness or trust building in between.
No Lead Qualification
Form had no filtering questions, so every form fill needed manual qualification by the sales team.
6X Monthly Lead Growth
Scaled from 50 to 300 plus qualified leads every month, building a consistent pipeline.
CPL Reduced to ₹230
62 percent reduction in cost per lead with simultaneous improvement in lead quality.
Profession-Matched Buyers
Doctors, healthcare professionals, and established working professionals making up the majority of leads.
Three-Stage Funnel Working Smoothly
Awareness, consideration, and conversion stages each delivering their respective KPIs consistently.
Self-Qualifying Lead Form
Sales team only spoke to budget-matched, intent-driven prospects, improving close rates significantly.
See real results before you pay a single rupee.
