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Case Study

How a Kochi Residential Developer Built a 1,000-Enquiry Pipeline With Project-Level Paid Search

  • 5 min read
  • Real Estate & Builders
  • India (Kerala)

A residential developer in Kochi needed a steady, measurable flow of qualified buyer enquiries across multiple projects, localities and its large NRI audience. Project-level paid search, precise geo-targeting and a strong local presence turned property searches into enquiries and site visits.

Challenge

What we were up against

  • Enquiries Not Tied to Projects

    Demand wasn't being captured into a measurable pipeline mapped to specific projects and neighbourhoods, making intake planning hard.

  • Reaching NRIs Efficiently

    A large share of buyers research from abroad in the GCC and US, needing dedicated campaigns rather than local-only reach.

  • Turning Searches Into Site Visits

    The Google Business Profile wasn't fully converting local interest into direction requests and sales-office calls.

  • Costly, Unfocused Paid Search

    High-value real-estate clicks are expensive; campaigns needed project-level structure to keep cost per enquiry efficient as spend scaled.

Solution

How Leadmetrics helped

Leadmetrics built a lead-generation engine structured around individual projects and localities, extended it to overseas buyers, and backed it with a strong local presence that turned interest into site visits.

  1. Audit & Diagnosis

    • Audited the website, SEO and the Google Ads account structure
    • Reviewed the Google Business Profile and local presence
    • Mapped the buyer journey for both local and NRI segments across each project

  2. Strategy & Planning

    • Built a lead-gen strategy with project- and locality-level campaigns plus dedicated NRI targeting
    • Set a content and Google Business Profile cadence to build builder credibility
    • Defined clear cost-per-enquiry targets per project and market

  3. Execution

    • Launched geo-targeted Search, YouTube and Performance Max campaigns per project, locality and NRI market
    • Published builder-credibility and locality-focused content, including NRI buying guidance
    • Optimised the Google Business Profile with regular posts and a review programme

  4. Monitoring & Optimization

    • Tracked enquiries, calls, direction requests and cost per lead continuously
    • Paused inefficient campaigns and scaled the project campaigns converting best
    • Drove blended cost per enquiry down while holding volume

Results

The impact delivered

  • More than 1,000 property enquiries were captured in the CRM across the engagement, the majority from targeted paid search and project landing pages.
  • About INR 14.9 lakh of Google Ads investment across Search, YouTube and Performance Max generated 900+ enquiry conversions at a blended cost per lead of roughly INR 1,580, with call extensions adding more than 200 phone enquiries.
  • One project's search campaign converted at a 28% rate at roughly INR 117 per enquiry, showing how tight project-level targeting compounds efficiency.
  • The Google Business Profile drove 875 direction requests and 170 calls over six months at a 4.5-star rating across 240 reviews, and the developer now appears #1 in Google's AI Overview for a hyperlocal flat search.

Takeaways

Key lessons learned

Locality- and project-level campaigns convert far better than broad real-estate ads, and keep cost per enquiry efficient.

Developers with overseas buyers need dedicated GCC and US campaigns and content, not just local reach.

A strong Google Business Profile turns online interest into direction requests and sales-office calls, real estate's equivalent of footfall.

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