Campaign overview
The campaign was designed to generate qualified leads and sales conversations for commercial real-estate projects. It focused on investors, business owners and high-net-worth individuals across India, moving audiences from first exposure through consideration and into direct sales follow-up.
Top-of-funnel strategy
Objective: Attract cold audiences and build a large, relevant prospect pool.
- Used broad and interest-based targeting to discover responsive investor segments.
- Tested multiple creative directions early to identify the strongest messages.
- Spent ₹293,269 to deliver 1.16M impressions and reach 648K people.
- Recorded a ₹252.77 CPM, ₹583.91 CPC and 1,104 campaign results.
Middle-of-funnel strategy
Objective: Re-engage warm prospects and turn familiarity into intent.
- Retargeted website visitors and people who had already engaged with campaign content.
- Used testimonials, project credibility and return-on-investment highlights to reduce hesitation.
- Spent ₹34,138 to deliver 107K impressions and reach 78K people.
- Recorded a ₹316.88 CPM, ₹156.72 CPC and 218 campaign results.
Bottom-of-funnel strategy
Objective: Convert high-intent prospects into sales conversations.
- Introduced stronger calls to action, urgency and limited-opportunity messaging.
- Used personalized sales follow-up to move qualified prospects toward a decision.
- Offline conversions were handled by the sales team, so direct bottom-of-funnel media spend and closed-deal attribution were not tracked.
Post-purchase opportunity
Objective: Re-engage existing customers and create additional lifetime value.
- Recommended referral programs for satisfied investors and buyers.
- Proposed regular investor updates to maintain trust and consideration.
- Identified cross-selling and low-cost remarketing as opportunities for future campaigns.
No post-purchase digital campaigns were recorded during this campaign period.
Key metrics and results
Total spend: ₹327,407
Total results: 1,197
Total impressions: 1,276,921
Total reach: 727,016
Assumed conversion rate: 1%
- At a ₹5,000,000 minimum deal value, projected revenue was ₹59,850,000 with 182.8× ROAS.
- At a ₹20,000,000 average deal value, projected revenue was ₹239,400,000 with 731.2× ROAS.
- At a ₹35,000,000 maximum deal value, projected revenue was ₹418,950,000 with 1,279.6× ROAS.
Revenue and ROAS figures are projections based on the supplied 1% conversion assumption and property-value range, rather than tracked offline sales.
Challenges and solutions
High TOF cost per lead — Iterated campaign creative and reduced spend on non-performing audiences.
Limited offline conversion tracking — Recommended CRM integration and the Meta Offline Conversions API to connect campaign leads with closed sales.
No post-purchase digital activity — Proposed low-cost remarketing, referral and investor-update campaigns.
Lessons and best practices
The campaign showed that retargeting can become a profit centre when warm audiences receive the right proof at the right time. Creative testing should happen early, offline sales should be connected to campaign reporting, and existing customers should remain part of the growth system.
- Warm cold leads before asking for a high-value commitment.
- Rotate campaign creatives before performance declines.
- Track offline sales to understand true return on ad spend.
- Use urgency carefully at the decision stage.
- Remarket to past customers and qualified prospects.