This case study outlines the digital marketing strategies employed by Yashus Digital Marketing Pvt. Ltd. for real estate lead generation using Google Ads, showcasing performance metrics over a six-month period for two property listings. Key results include total spending of ₹1,00,000 for PuneWest and PuneEast, with conversion rates of 3.00% and 3.50% respectively, demonstrating a return on investment (ROI) of 20.0% and 22.0%. The study emphasizes the importance of tailored strategies, keyword optimization, and effective landing page design to maximize campaign success.

1. Real Estate Lead Generation
(Google Ads) Case Study
Prepared by: Sachin Selvaraj (Co-Founder, COO)

2. Overview
• Conception to creation – a thoughtful digital business model creation
• Creating digital presence from scratch (micro-site development and drafting
engaging content)
• Integrated digital marketing strategy – driving the materialistic cost of acquisition
• Business snapshot – the 6 months journey
• Overall business
• Real estate lead generation
• Let’s work with domain experts, managing real estate leads campaign since 2015 –
Yashus Digital Marketing Pvt. Ltd.

3. 50 property listing capacity on PuneWest.in

4. Google paid ads channel funnel – Punewest.in
6 months avg for punewest.in
Total Spend ₹ 1,00,000.00
CPL ₹ 600.00
Total Leads 167
Conversion 5
Lead To Closer 3.00%
Total Business ₹ 2,50,00,000
Pay-outs for CP 2% ₹ 5,00,000
ATS (Avg. ticket size) ₹ 50,00,000
ROI 20.0%

5. 50 property listing capacity on Puneeast.In

6. Google paid ads channel funnel – Puneeast.in
6 months avg for puneeast.in
Total Spend ₹ 1,00,000.00
CPL ₹ 1,000.00
Total Leads 100
Conversion 4
Lead To Closer 3.50%
Total Business ₹ 2,27,50,000
Payout for CP @2% ₹ 4,55,000
ATS ₹ 65,00,000
ROI 22.0%

7. Month wise lead cost
₹ -
₹ 200.00
₹ 400.00
₹ 600.00
₹ 800.00
₹ 1,000.00
₹ 1,200.00
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
Lead
Cost
Months

8. Month wise lead flow
0
50
100
150
200
250
300
350
400
450
500
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
Leads
Generated
Months

9. Scope Of Work
• Research
• We do a through research on the markets that you operate and the competition.
• We use tools to identify the customer behaviour online like interests, demographics
• We do a deep research on the keywords
• Strategy
• We drive customer acquisition strategy using the insights generated from our in-depth
research, grounded in proven consumer behaviour and marketing fundamentals.
• We will provide you with a comprehensive PPC / SEM / AdWords strategy outlining our
recommended techniques for reaching your audience and rolling out a campaign that delivers
on your digital objectives and goal

10. Measurement & KPI’s
• We strongly believe that one size doesn’t fit all
• Our strategies ensure you reach your goals and we measure the effectiveness of our campaign
against those goals with meaningful KPIs
• We keep a check on the conversion ratios like the click to lead ratio and the Cost of acquisition
• We have been observed average time to close the leads was around 75 days
• The ratios we have considered for the calculation was developed for 6 month operations and avg Rs
3 lacs spend per month on Google for multiple properties
• The statistics we put on funnel was developed Oct’19 to Mar’20 (non lock down period)

11. Campaign Setup and Execution
Search Ads
• Ad Groups
• Your campaign will be divided into specific ad groups, allowing for the best possible
optimization between different, product categories, or geographies targeted by the campaign.
• Text Ad Development
• We target specific keywords and build the best search ads possible.
• We write the best copy to catch your customer's eye, and use industry best practices and
features including sitelinks, call extensions, callouts, and more

12. Campaign Setup and Execution
Keywords
• We deliver more than just a list of words! We start with an initial consultation meeting to discuss
your property, clients, competition, and more. After this meeting, will use the most sophisticated
tools available to uncover which keywords will perform the best for your campaign and determine
exactly which terms and phrases your customers are searching for.
Landing Pages
• Optimizing landing pages is a key part of a successful digital campaign that is too often overlooked.
We provide valuable feedback on the structure and content of your landing pages to make the best
use out of every penny that we spend sending customers to them. The better your landing page,
the higher quality score your ads will have, and the more conversions you will see.

13. Campaign Setup and Execution
Bid Optimisation
• We will use the bidding strategy best aligned with the identified KPIs of the campaign, whether that
be Cost per Click (CPC), Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA).
• Competitors outranking for certain keywords for specific location, device
• Re targeting with aggressive communication

14. Reporting
• To keep a check on whether we are on track we provide the daily reports including valuable
campaign metrics and results i.e
• Impressions
• Clicks
• Leads
• Spends
• Which keywords are performing well

15. Some of the micro-sites
Name of the client Industry Specialty Website Url
The Collection Real Estate Brokerage Firm https://thecollection-bentleyhome.com
Gera World of Joy Real Estate Brokerage Firm http://gera-worldofjoy.in
VTP Pegasus Real Estate Brokerage Firm http://vtp-pegasus.in
Purva Aspire Real Estate Brokerage Firm http://purva-aspire.in/
Bramhacorp Boulevard Real Estate Brokerage Firm https://bramhacorp-boulevard.in/
Raheja Reserve Real Estate Brokerage Firm http://raheja-reserve.com/
Ganga Serio Real Estate Brokerage Firm http://ganga-serio.in/
Buy Pune Properties Real Estate Brokerage Firm https://buypuneproperties.com/
Prop Expert Real Estate Brokerage Firm http://pride-parkdistrict.com/
Raheja Vivarea Real Estate Brokerage Firm https://kraheja-projects.in/raheja-vivarea-mumbai/
Raheja Artesia Real Estate Brokerage Firm https://kraheja-projects.in/raheja-artesia-mumbai/
Ozone Kolkata Real Estate Brokerage Firm https://ozone-kolkata.in/

16. Thank you!
Sachin Selvaraj Co-founder, COO
Email: Sachin@yashus.in | Mobile: 9766654355
Case Studies: https://yashus.in/case-studies/
Corporate Website: https://yashus.in/