🚀 Effective Google Ads PPC Campaign: Boosting Real Estate Sales in Goa

🏢 Client: Horizon Land Development Pvt Ltd 🌐 Website: Horizon Goa

Challenge

Horizon Land Development Pvt Ltd, a luxury property developer based in Goa, India, faced several challenges in a highly competitive real estate market. Their premium villas, row houses, and apartment complexes were struggling to attract high-net-worth potential buyers, resulting in properties being on the market for extended periods with limited offers. They needed a solution to generate interest, engage potential buyers, and improve their overall sales performance.

Strategy

To address Horizon’s challenges, a multifaceted Google Ads and PPC strategy was devised to enhance their online presence, engage their target audience, and boost conversions. The strategy consisted of the following key components:

1. Market and Competition Research: In-depth market research was conducted to identify trends, gaps, and opportunities within the luxury real estate market in Goa. Additionally, competitive analysis helped uncover strategies used by other developers.
2. Target Audience Profiling: A detailed profile of the target audience, including demographics, preferences, and behaviors, was created. This ensured that the PPC campaigns were tailored to appeal to the right potential buyers.
3. Keyword Selection: Extensive research was conducted to identify and select high-converting keywords relevant to real estate development, luxury properties, and the Goa real estate market.
4. Ad Type Selection: The right type of Google ads was selected for each stage of the customer journey. This included search ads for direct intent, display ads to increase brand awareness, and video ads to showcase the luxury properties.
5. Compelling Ad Copy: Engaging and highly relevant ad copies were created, incorporating the selected keywords. Ad headlines highlighted competitive advantages, limited-time promotions, and clear calls to action.
6. Landing Pages: Customized landing pages were designed to match the ad campaigns, ensuring a seamless user experience and improving conversion rates.
7. Lead Capture: Google Ads Lead Form extensions were integrated to capture leads efficiently and improve conversion rates.
8. Remarketing/Retargeting: Remarketing campaigns were set up to re-engage users who had previously shown interest in Horizon’s properties but did not convert.

Execution Plan

The implementation of the above strategy followed a step-by-step process:

1. Market and Competition Research: Extensive research was conducted to understand market dynamics and competition strategies, which informed keyword selection and campaign tactics.
2. Keyword Selection: A comprehensive list of high-performing keywords was selected based on research, ensuring they aligned with Horizon’s real estate offerings and target audience.
3. Ad Copy Creation: Engaging ad copies were crafted, incorporating the selected keywords and highlighting competitive advantages and promotions.
4. Ad Type Selection: Different types of ads were created to cater to different stages of the customer journey.
5. Landing Page Design: Customized landing pages were designed, ensuring a cohesive user experience and alignment with ad campaigns.
6. Lead Capture Integration: Google Ads Lead Form extensions were integrated to facilitate lead capture and improve conversion rates.
7. Remarketing/Retargeting: Remarketing campaigns were set up to re-engage users who had previously shown interest.

KPI Performance Metrics:

1. Click-Through Rate (CTR): CTR measures the percentage of people who click on real estate ads after seeing them. Before our PPC strategies, the CTR was at 2.5%. However, within just 30 days of implementing our campaigns, we boosted the CTR by +68% to an impressive 4.2%.

2. Cost Per Click (CPC): The CPC indicates the cost incurred for each click on the ad. We successfully reduced the CPC by 22%, slashing it from ₹15 to an efficient ₹11.70, ensuring Horizon’s budget was spent wisely.

3. Conversion Rate: Our PPC strategies played a crucial role in enhancing the conversion rate. We achieved a substantial +45% increase in conversion rates, elevating it from 3.1% to a conversion rate of 4.5%, signifying a higher number of potential buyers taking desired actions.

4. Return on Investment (ROI): ROI is a pivotal metric for assessing the effectiveness of marketing spend. Our strategies generated an impressive +185% ROI within the first quarter, providing Horizon with significant returns on their PPC investment.

5. Ad Position: An optimal ad position ensures better visibility. With our strategies, we improved the average ad position from 3.7 to 2.1, boosting visibility and maximizing ad impact.

6. Quality Score: The Quality Score is a reflection of ad relevance and quality. By optimizing ad creatives and landing pages, we substantially increased the Quality Score by +31%, from 6.2 to an exceptional 8.1.

7. Ad Impressions: To expand reach, we focused on increasing ad impressions. We delivered a notable +76% boost, elevating impressions from 78,000 to an impressive 137,500, resulting in increased brand exposure and potential buyer engagement.

8. CRM, Email Marketing, Marketing Automation: As part of the ongoing strategy, CRM systems were integrated to capture and nurture leads. Email marketing campaigns were designed to follow up with potential buyers, and marketing automation was implemented to streamline communication and lead nurturing.

By executing this strategic plan, Horizon Land Development Pvt Ltd successfully overcame its challenges, improved its Google Ads and PPC performance, and generated significant interest and offers for its luxury properties in Goa. The KPI results demonstrate the effectiveness of the strategy in elevating Horizon’s online presence and engaging potential high-net-worth buyers.

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At Kickass Digital Marketing, we believe in delivering value to our clients. If you’re looking for a second opinion on your real estate marketing, don’t hesitate to reach out. Our PPC experts in Goa are ready to help you sell your real estate inventory quickly and profitably.

📞 Contact Us: +918554092874 📧 Email Us: [email protected]

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