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A real estate lead generation case study covering five years of Google Ads, Meta Ads and conversion tracking work with the developer across Gorakhpur and Lucknow.
Project Summary
Client Overview:
The client is a RERA-approved real estate developer selling residential and commercial plots across Gorakhpur and Lucknow, Uttar Pradesh. Their portfolio now spans eight live projects, from Hanging Garden at ₹571 per square foot to Silicon City at ₹999, with plots between 648 and 2,000 sq ft and bookings opening at ₹51,000 on 36-month payment plans.
Avikosh Digital has run their entire digital marketing operation since May 2021: paid acquisition, conversion tracking, landing pages, WhatsApp follow-up, SEO and website management. Five years on, the engagement is still running.
The Challenge
- Starting from zero: In May 2021 there was no paid acquisition running, no conversion tracking, and no way to tell which project was generating buyer interest. Enquiries came from referrals and walk-ins.
- Eight projects, one budget: Eight sites at eight different price points were competing for the same spend, with no attribution back to the individual project.
- Volume is not the goal, visits are: Nobody commits ₹51,000 to a plot from a landing page. The only enquiry worth paying for is one that ends in someone standing on the land.
What We Did
- Every city and project treated separately: A single campaign across the region would have averaged out three very different markets. Each was planned on its own terms.
- Closed the gap between enquiry and conversation: A plot enquiry goes cold in minutes, so the route from form to sales team was shortened until it stopped losing people.
- Spend follows what sells: Conversion measurement was rebuilt so budget moved towards the projects producing site visits rather than the ones producing cheap clicks.
The Results
- 10,000–12,000 enquiries a month across the project portfolio, from a standing start in May 2021.
- 500–1,000 site visits a month: the number that actually matters. Between five and eight percent of enquiries end with a buyer physically travelling to view the land.
- Eight live projects marketed simultaneously, each with its own funnel and attribution.
- Five years, no churn: continuous engagement since May 2021, through a full Gorakhpur build-out and expansion into Lucknow.
Key Takeaways
- Language is a performance lever: running the funnel in the buyer’s language is not a nicety in Tier-2 markets. It is the difference between a click and an enquiry.
- Measure the visit, not the form fill: in real estate the form is a step, not an outcome. Optimising toward site visits changes which campaigns get budget.
- Attribution per project beats a blended average: with eight sites at eight price points, a portfolio-level cost per lead tells you nothing useful.
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