Before starting the campaign, we encountered several issues:

• The website had a good structure and UI, but no sessions were recorded in the analytics.
• There was no social media presence on platforms like Instagram, Facebook, LinkedIn, and Twitter.
• Analytics tags were missing, hindering proper reporting.
• On-page content and keyword optimization were inadequate.
• There was no dedicated landing page for the SOLITAIRE project.

We began by creating a dedicated landing page on WordPress for the SOLITAIRE project. This landing page was designed to be user-friendly and visually appealing, ensuring a seamless experience for visitors. The landing page included comprehensive information about the project, high-quality images, and an easy-to-use contact form to capture leads.

To gather accurate data and insights, we set up a Google Analytics 4 (GA4) property. This allowed us to track user behavior and engagement on the website. We connected the GA4 property with Google Tag Manager (GTM) to streamline the implementation of tracking tags. This setup enabled us to monitor key metrics and generate detailed reports for better analysis.

Through GTM, we implemented custom conversion tracking to measure specific actions taken by users. This included tracking the number of visits to the landing page, form submissions, and brochure downloads. By monitoring these conversions, we gained valuable insights into the effectiveness of our marketing efforts and user interactions.

The overall campaign budget was set at 5 lakh rupees per month, targeting specific locations: Bhubaneswar, Cuttack, and Kolkata. This budget was allocated strategically to maximize reach and impact in these key areas, ensuring we targeted potential leads effectively.

We split the budget into 60% for Google Ads and 40% for Meta Ads (Facebook and Instagram). This distribution allowed us to leverage the strengths of both platforms. For Google Ads, we focused on search campaigns to capture intent-driven traffic, while Meta Ads aimed to generate awareness and engagement through visually compelling content.

The primary objective of the campaign was to generate leads for the SOLITAIRE project. In Google Ads, we created a search campaign with a budget of 3 lakh rupees, set to maximize conversion rates with a daily budget of 10,000 rupees. Similarly, the Meta Ads campaign focused on lead generation without capping the maximum conversion rate, ensuring we captured as many quality leads as possible.

In the first week, the campaign generated 60 leads with an average cost per conversion of 1,250 rupees and a click-through rate (CTR) of 0.6%. The cost per click (CPC) was 29 rupees. On Meta, we received 15 leads with an average cost of 450 rupees per lead, reaching 1,890,000 people with an average frequency of 1.5.

In the second week, the number of leads increased to 80 with an average cost of 900 rupees per lead. The CTR improved to 0.8%, and the CPC dropped to 19 rupees. On Meta, we garnered 25 leads with an average cost of 250 rupees per conversion and a good CTR of 0.7%.

By the third week, our landing page achieved top ranking with a CPC of 10 rupees and a cost per conversion of about 600 rupees, along with a CTR of 1.1%. To maintain top keyword rankings in sponsored listings, we increased the CPC by 30%. Meta continued to perform steadily, yielding 18 leads per week with costs ranging from 250 to 500 rupees per lead.

Overall, Google Ads delivered the best performance, consistently generating 60-80 quality leads weekly. While we couldn’t determine the exact return on ad spend (ROAS) due to undisclosed sales confirmations, the high volume of leads indicated strong campaign effectiveness.

The entire campaign ran for three months and yielded a total of 1,147 leads, with 20% of them being junk leads. We achieved a significant 62% decrease in the cost per conversion and a 46% reduction in the cost per click. Additionally, the number of clicks increased by 65%, demonstrating the effectiveness and efficiency of our marketing efforts.

Walk-ins and Sales:

Out of the 1,147 leads, approximately 120 walk-ins were achieved, resulting in the sale of 3 properties. This generated an ad revenue of 3.5 crores.

ROAS Calculation:

• Total Revenue: 3.5 crores
• Total Ad Spend: 15 lakhs (5 lakhs/month x 3 months)
• ROAS (Return on Ad Spend): (Total Revenue / Total Ad Spend )100= (3,50,00,000 / 15,00,000)100 = 2333.33%

Thus, the ROAS for this campaign was 2333.33%, indicating a highly successful performance marketing strategy.

By overcoming initial challenges and implementing a robust performance marketing approach, we significantly improved lead generation and conversion rates for the SOLITAIRE project, culminating in substantial sales and impressive ROAS.

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