About The Burj & NK Realtors
NK Realtors, established in 1987, is one of Eastern India’s leading real estate consultancies, known for its customer-centric approach and comprehensive property solutions. With over 75,000 satisfied customers, the company has marketed approximately 3 crore sq. ft. of residential and retail space, offering services ranging from property transactions to strategic advisory and valuation.
The Burj, a flagship project by ATK Kalim Group, is a luxurious residential complex located near the EM Bypass in Kolkata. This premium development features spacious 3 and 4 BHK apartments, a 15th-floor floating terrace clubhouse, rooftop infinity pool, and over 70% open spaces, setting new standards for luxury living in the city.
To enhance The Burj’s market presence, we implemented a targeted PPC strategy aimed at increasing qualified leads, boosting visibility, and driving traffic to the landing page, thereby contributing to the project’s successful outreach.
Project Objectives
Increase Lead Counts
Drive a higher volume of quality leads for the real estate business through targeted PPC campaigns, ensuring a consistent flow of potential clients interested in the properties offered.
Boost Phone Calls
Enhance direct customer interactions by increasing the number of inbound phone calls through click-to-call ads and optimized ad copy, driving more direct inquiries.
Improve Visibility
Maximize brand visibility in Kolkata’s real estate market by securing top ad positions on search engines, leveraging high-intent keywords, and maintaining a strong ad presence.
Increase Page Traffic
Generate higher traffic to the landing page with precisely targeted ads, compelling ad creatives, and optimized bidding strategies, ensuring a steady flow of visitors.Project Challenges
Low Lead Count
The number of inquiries and form submissions was below expectations.
Low Quality Leads
Many of the leads generated were not suitable or did not convert into sales.
Low Visibility and Traffic
Limited visibility and traffic on the landing page.
Project Solutions
We implemented a data-driven PPC strategy focused on precise audience targeting, leveraging high-intent keywords, and optimizing ad creatives. Our approach included A/B testing of ad copies, strategic bid management, and landing page enhancements to ensure better user experience, ultimately driving qualified leads, higher visibility, and increased traffic.
1 Search Ad Campaigns
Created highly targeted search ad campaigns for lead generation. Each campaign was tailored to targeted audiences with customized ad copies and extensions that emphasized proximity and the unique offerings. This helped increase ad relevance and click-through rates (CTR) by ensuring that the messaging aligned with the specific needs and preferences of potential customers.
2 Keywords Research and Selection
Conducted in-depth keyword research to identify the most relevant and high-performing keywords. Focused on search terms such as “luxury apartment in Topsia,” “luxury apartment near Maa flyover,” and “best premium apartment in Kolkata.” This approach ensured that our ads appeared in front of users actively searching for apartment in the target areas, increasing the likelihood of generating qualified leads. Additionally, negative keywords were used to filter out irrelevant traffic and enhance the quality of leads.
3 Performance Max Campaigns
Implemented Performance Max campaigns focused. These campaigns leveraged Google’s machine learning to optimize ad placements across Search, Display, and YouTube, targeting users most likely to by apartment. By using local inventory ads attractive CTAs and “call now” buttons, we maximized visibility and traffic.
4 Continuous Ad Copy and Asset Optimization
Regularly optimized ad copies and visual assets (images, videos, and banners) were tested and adjusted based on performance data. We experimented with different headlines, descriptions, and calls to action to find the most effective combinations. This iterative approach ensured that our ads remained fresh, relevant, and compelling to potential customers
5 Advanced Bid Strategy Implementation
Used a mix of manual bidding and automated bidding strategies (such as “Maximize Conversions” and “Target CPA”) to control ad spending while optimizing for conversions. Manual bidding was used to focus on high-performing keywords and ad sets, while automated strategies helped adjust bids in real time to maximize leads and increase traffic on LP within budget constraints.
6 Audience Targeting and Segmentation
Detailed audience segmentation was employed to target potential customers based on specific demographics, interests, behaviors, and past interactions with the website. This included retargeting previous visitors who had shown interest but not converted, as well as using custom audiences to reach high-value prospects likely to visit the stores.
7 Remarketing Campaigns for Non-Converters
Implemented remarketing campaigns targeting users who had previously visited the website but had not completed a form or made a call. These ads used dynamic content to remind users of the benefits of visiting the store, showcasing recent customer reviews, testimonials, and current offers to encourage conversions.
8 Enhanced Call Tracking and Analytics Setup
Set up call tracking to measure the effectiveness of call extensions and “call now” buttons directly from the ads. Integrated Google Analytics and Google Tag Manager to track form submissions, calls, and store visit conversions accurately. This setup provided detailed insights into user behavior and ad performance, enabling continuous optimization.
9 Weekly Performance Reviews and Adjustments
Regularly monitored campaign performance, analyzing metrics such as CTR, cost per lead (CPL), leads data, and conversion rates. Based on these insights, we made data-driven adjustments to bidding strategies, audience targeting, ad placements, and budget allocation to maximize results.
10 Experimenting with Different Landing Pages
We used a single landing page to test and optimize layout and content for maximum conversions. We used Microsoft Clarity to track user behavior, including heatmaps, click patterns, and scroll depth, to identify the performance on the landing page. We kept continuous improvements to enhance user experience, reduce bounce rates, and increase form submissions.
Project Results
-
Increased LeadCount
The number of form fill-ups and inquiries increased, with a noticeable improvement in lead quality, leading to higher conversion rates. -
Boosted Traffic on LP
The strategic use of ads, and Performance Max campaigns resulted in an increase in traffic -
Increased Call Volume
Enhanced call extensions and "call now" buttons, combined with call tracking optimization, resulted in an increased call volume from potential customers. -
Reduced Cost Per Acquisition (CPA)
Through continuous ad optimization and smart bidding strategies, we reduced the overall CPA, improving the cost efficiency of the campaigns. -
Improved Quality of Leads
Refined targeting, keyword optimization, and landing page testing resulted in a higher proportion of qualified leads, increasing the chances of conversion.
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