The problem
Shrachi Group develops residential and commercial real estate across multiple projects, each with its own marketing needs and buyer profiles. Lead generation ran across Google Search, Meta, display and organic channels, but cost per lead was sitting at ₹450 — high enough that scaling spend would have meant proportionally scaling waste.
Campaigns were structured by project rather than by buyer intent. Budget allocation followed launch calendars instead of performance data. Creative refreshed on schedule rather than when performance dropped. And there was no unified view of which channels and projects were delivering leads at a cost the business could sustain.
In real estate, every rupee of acquisition cost comes directly off margin. Efficiency was not a nice-to-have — it was the constraint on growth.
What we did
Lead source tracking was standardized across Google, Meta and organic channels so cost per lead could be compared on equal terms — by project, by channel and by campaign type.
Rather than one campaign per project, campaigns were split by intent stage — awareness, consideration and high-intent search — with budget weighted toward the stages that converted at the lowest cost.
Ad creative and landing pages were tested systematically per project, with underperforming variants retired quickly and winning combinations scaled. Form flows were simplified to reduce drop-off between click and lead.
Weekly reviews reallocated spend from high-cost channels and projects to those delivering leads below target cost, maintaining volume while driving down the blended acquisition cost.
The results
Cost per lead dropped from ₹450 to ₹250 — a 44% reduction across the multi-channel program. Lead volume was maintained while acquisition efficiency improved, meaning Shrachi Group could generate the same pipeline at significantly lower media cost or scale spend into profitable growth.
The engagement was recognized with the Best Marketing Support award in 2023, reflecting the sustained improvement in acquisition efficiency across the portfolio.
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We will review your multi-channel program, identify where acquisition cost is being left behind, and show you what a 44% improvement looks like for your numbers.