Niche: real estate, sale of apartments in new buildings
Tools: contextual advertising + web analytics

Point A - Initial situation

When the client contacted us, the following difficulties arose:

• unstable lead flow in a highly competitive real estate niche;
• significant increase in cost per click and lack of a clear budget allocation strategy;
• advertising campaigns were not segmented by audience, warm-up stages, or benefit blocks;
• Analytics did not allow for accurate tracking of actual conversions, which made optimization difficult.

Point B - What we did

We've created a complete lead generation system with a focus on qualified traffic:

• developed a new Google Ads structure for different real estate formats, queries, and demand levels;
• implemented event tracking: calls, requests, transitions to messengers;
• cleared the semantics, excluded expensive non-targeted queries;
• launched A/B tests of ads, warm-up links, and various unique selling propositions;
• optimized the advertising budget by distributing it among effective campaigns;
• We stepped up our retargeting efforts, which significantly increased lead conversion.

As a result, we were able to obtain high volumes of high-quality traffic at a low cost per application.

Working period

1 year

Advertising budget

• Total budget: 21,000 $
• Account expenses: 17.5 thousand $
• Average monthly budget: ≈ 1,450 $/month

Results

• Cost per lead: 3.5 $
• Clicks: 39.5 thousand.
• Views: 1.34 million
• Average cost per click: 0.44 $

With a CPL of 3.5 $ the client received approximately
6,000+ leads per year, which is an excellent indicator for real estate.

The high volume of applications allowed the client to consistently close sales and flexibly plan advertising loads.