01Project overview
₹500 CPL on a ₹1L/month budget with scarce quality leads. Lower cost and raise quality, simultaneously.
02Industry & context
A Mumbai residential developer running on a tight ₹1L monthly budget.
03The business problem
Leads were costing ₹500 each and quality leads were in short supply. The brief was to cut cost and improve quality within 60 days.
04What was happening before
₹500 cost per lead · 25% lead quality rate.
05Strategic diagnosis
The messaging was developer-led. Buyers in a micro-market respond to the life a home offers, not to the developer's credentials.
06Strategic approach & execution
- 1Campaign restructure with hyper-local targeting around project micro-markets.
- 2Creative strategy pivoted from developer-led to lifestyle and community messaging.
- 3Bidding shifted from volume to quality signals.
- 4Weekly creative refresh based on engagement data.
- 5Lead quality feedback loop with the sales team every 5 days.
07Before & after
Cost per lead
Lower is better
Lead quality rate
Higher is better
Bars are drawn to scale against the larger of each pair.
08Results
CPL dropped 57% to ₹212 in 60 days. Lead quality improved from 25% to 40%. 409 total conversions at ₹86.6K total spend, from 3.35K clicks.
09What the results demonstrate
A change of story — from who built it to how it feels to live there — moved both cost and quality on a small budget.
10Visual evidence
Source: ElevateDigi Comprehensive Case Study Portfolio, pp. 14–15.