Brick & Walls
815 enquiries across six real estate projects, and a landing page that kept converting after the budget stopped.
Client
Brick & Walls
Industry
Real estate · India
Timeline
99 days, Apr–Jul 2026
Services
Paid Media, CRO
The challenge
Five plotted and residential developments and a one-day investor summit, all competing in the same Meta auction, all on controlled budgets. The sales team was already buried in leads it could not work.
In plotted-development marketing, cheap leads are easy and useless. The brief was never more leads — it was more leads worth picking up the phone for, at a cost that still worked. Two of the projects had genuine search demand and nowhere to send it: no owned landing page, no control over message match, no way to influence Quality Score.
What we did
Nothing here is exotic. The results came from doing a small number of unglamorous things consistently, every week, across all six campaigns — and from owning the page at the end of the click instead of renting one.
A lead-feedback loop, not a lead count. Ad sets were judged on what the sales team said after calling. Every ad set returning more than one unqualified lead in five was shut down, however cheap its leads looked — including one producing leads comfortably inside benchmark.
Owned conversion infrastructure. We designed and built two CRO-optimised landing pages, controlling headline match, form placement and load speed rather than asking a developer to.
Spam reported at source. Junk submissions went back through Meta Lead Center rather than being quietly filtered at the CRM, so the signal fed back into the algorithm instead of being lost.
Search timed to the launch, not the calendar. One project's search campaign was held back and switched on for five days immediately before its phase launch — the only window where launch-intent search actually existed.
Testing at volume, cut fast. 68 ad sets and 155 ad variants ran across the portfolio. Ad sets that spent without producing a single lead accounted for 3.6% of total budget.
The single biggest creative lever turned out to be language, not production value. One project's video ran in two cuts inside the same ad sets; the Hindi version returned 165 leads, the English version returned three before we cut it.
The outcome
Across 99 days and nine campaigns the programme delivered 815 enquiries — 795 from paid channels at a blended ₹311 per lead, and a further 20 from organic and direct traffic at no media cost at all.
The number that mattered more was quality. The share of leads the sales team reported as unusable fell by 21% while the sales-qualified share rose by 51%, and cost per lead held flat throughout. Any agency can lower cost per lead by loosening targeting; moving the qualification rate in the right direction at the same time is the harder outcome.
Then the paid search campaign was paused, and the enquiries did not stop. The landing page we had built was ranking at average position 2.47 on branded searches that did not exist before the campaign began, at a 22.02% organic click-through rate. Daily organic clicks rose 66% after the budget was switched off. Every one of the eleven enquiries received in the 25 days that followed arrived at zero media cost. A microsite we did not own could not have done that.
Enquiries across six projects
Sales-qualified lead rate
Enquiries at zero media cost
