Customer story
Qualified leads from 14 to 67 a month at a quarter of the cost
A Mumbai developer was spending Rs. 4.2 lakh a month on Google Ads and getting 14 leads its sales team could use. Webzenia rebuilt the account project by project, with 340 negative keywords, a landing page per project and call tracking on every ad.
The challenge
A Mumbai developer was spending Rs. 4.2 lakh a month on Google Ads and getting 14 leads a month that its sales team could actually work. At Rs. 4,200 a lead, the account was buying about 100 enquiries a month. Most of them were never going to book a site visit.
The account had no negative keywords at all. Ads showed up for people searching for flats on rent, PG rooms, resale property and even real estate jobs, and every one of those clicks was paid for. All of it landed on the homepage, which listed every project the developer had built. A buyer who wanted a 2 BHK in one particular project had to go looking for it.
Phone calls were not tracked. Nobody could say which ad or which project had produced the calls that turned into site visits.
The approach
Webzenia rebuilt the account around the developer's projects instead of its brand name. Each project got its own campaign, with ad groups split by configuration and locality, so a person searching for a 2 BHK near a particular station saw an ad for the project that had one.
The first job was stopping the waste. The team went through the search-term reports line by line and built a list of 340 negative keywords: rent, PG, resale, jobs, home loans and every variation of them that had been eating budget.
Every project got its own landing page with floor plans, the price band, the MahaRERA registration number and one enquiry form near the top. Call tracking went on every ad and every page, so a phone enquiry counted in Google Ads and GA4 the same way a form did. Bids then followed the ad groups that produced calls.
The results
Qualified leads went from 14 to 67 a month inside 8 weeks. The sales team had nearly five times as many genuine buyers to call, from the same channel.
Cost per lead fell from Rs. 4,200 to Rs. 1,100, about a quarter of what it was. Money that used to pay for rental and resale clicks now goes to people searching for the developer's own projects.
Ad-to-call conversion rose from 2.1% to 7.8%. An ad that leads to a page about one project gets people to pick up the phone. With calls tracked, the developer can now see which project and which locality each enquiry came from.
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