PERFORMANCE MARKETING
For Value Properties, the performance marketing campaign focused on reaching prospective buyers across key Mumbai micro-markets through targeted Google Ads. By aligning property searches with relevant landing pages and direct enquiry options, the campaign generated a consistent flow of leads and improved walk-in conversion.
Client
Value Properties
Sector
Real Estate
Engagement
Performance Marketing | Google Ads
Campaign Focus
Hyper-local Property Lead Generation
THE CHALLENGE
Property lead generation relied heavily on offline channels, making it harder to control acquisition costs, reach prospective buyers consistently and maintain a steady flow of quality enquiries.
The opportunity was to connect with people actively searching for properties in specific Mumbai neighbourhoods. A more targeted campaign could help the business reach relevant prospects, make enquiries easier and create a clearer path from online search to property visits.
The challenge was not just generating leads. It was attracting the right buyers at a sustainable cost.
Generating property enquiries through offline channels came with high costs, making it important to explore a more targeted way to reach prospective buyers.
Not every enquiry represented the same level of property interest. Reaching people searching for specific locations and configurations became an important campaign priority.
The business needed a more measurable approach to lead generation, with campaign performance data helping it assess engagement and enquiry activity.
Generating enquiries was only the first step. The campaign also needed to turn prospect interest into direct contact and site visits.
THE REBUILD
The campaign centred on location-specific Google Ads, relevant landing pages and accessible enquiry options. Rather than treating Mumbai as one broad property market, targeting was organised around individual neighbourhoods and property searches.
01
Google Ads campaigns focused on key micro-markets, including Mahalaxmi, Bandra West, Andheri East and Powai, to reach buyers exploring properties in these locations.
Output
Location-specific search campaigns
Property-related keyword targeting
Separate campaign focus across key Mumbai micro-markets
02
Focused landing pages helped provide a more direct path from an ad click to a property enquiry. The objective was to make the transition from searching to taking action straightforward.
Output
Easier enquiry process
Better conversion pathways
Smoother site visit journey
03
Mobile-friendly lead forms provided a convenient way for prospective buyers to submit their details. Click-to-call extensions also gave interested searchers a direct way to contact the team.
Output
Mobile-first lead forms
Click-to-call extensions
Form-based and direct-call enquiry options
04
Campaign reporting provided visibility into impressions, clicks, average cost per click and advertising spend. This allowed performance to be reviewed across individual search campaigns and locations.
Output
Campaign-level performance reporting
Visibility into search engagement
Data to support ongoing campaign evaluation
Verified leads generated every month.
Higher walk-in conversion compared with offline channels.
Average cost per click reported in the campaign dashboard.
Clicks recorded in the displayed dashboard reporting period.
THE TAKEAWAY
Value Properties used hyper-local Google Ads campaigns and focused landing pages to connect property searches with relevant listings and easy enquiry options. The campaign generated 250+ verified leads monthly, with walk-in conversion 35% higher than offline channels.
The campaign gave Value Properties a more targeted and measurable approach to property lead generation across key Mumbai micro-markets. By aligning Google Ads targeting with local property searches and providing focused landing pages with accessible enquiry options, the campaign helped connect prospective buyers with relevant property opportunities.
This approach also made it easier to track campaign performance beyond lead volume, linking digital enquiries with opportunities for direct conversations and site visits. It demonstrated how location-focused advertising can support more effective property lead generation and bring online interest closer to real-world engagement.
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