Rebuilt the tracking, targeting, and lead qualification system for a Hyderabad real estate brand — cutting CPL by 34%, tripling qualification rate to 28%, and closing 15+ plots within 3 months.
A real estate brand selling open plots in Sadasivpet at a ₹15 lakh ticket size was spending on Google and Meta with almost nothing to show for it. CPL sat at ₹500, only 1 in 10 leads was qualified, and site visits — the single most important step in a real estate sales cycle — weren't happening at all. The targeting was pulling in the wrong audience, there was no Pixel on the website, no GA4 event setup, no conversion tracking on either platform, and no CRM in place. Leads were coming in, leaking out, and nobody could see where.
Stopped all optimisation and audited the full system first — because every rupee being spent was landing in a broken funnel. Fixed the measurement layer entirely before touching the campaigns, then rebuilt targeting from the ground up using custom and lookalike audiences built from actual buyer profiles. Introduced structured offers at different stages of the buyer journey to move leads from enquiry to site visit to close — and plugged the lead leakage with a CRM that made the entire pipeline visible for the first time.
Installed Facebook Pixel on the website, configured GA4 event tracking, and set up full conversion tracking on both Google Ads and Meta — so every lead, every site visit enquiry, and every form submission was attributable to the campaign that drove it.
Implemented a CRM to capture and manage every incoming lead — eliminating lead leakage, enabling proper follow-up, and giving the sales team full visibility into where each prospect was in the buying journey.
Rebuilt audience targeting from scratch — removed the broad, untargeted audience setup and replaced it with custom audiences based on website visitors and engagement data, and lookalike audiences built from existing buyer profiles to attract higher-quality leads at lower CPL.
Created stage-specific offers across the funnel — different messaging and CTAs for cold audiences (awareness), warm audiences (site visit incentives including cab booking facility and visit reminders), and hot leads (closing offers) — matching the communication to where the buyer actually was in their decision.
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