Navi Mumbai Case Study Through Meta Ads

Objective

The primary goal of these campaigns was to generate qualified leads for residential real estate projects across different micro-markets of Navi Mumbai. The campaigns focused on attracting potential buyers for 2BHK, 3BHK, and 4BHK apartments, using Meta Ads (Facebook & Instagram).

Category Data / Insights
Objective Generate qualified leads for 2BHK, 3BHK, and 4BHK residential projects across Navi Mumbai using Meta Ads (Facebook & Instagram).
Primary Goal Drive high-quality leads through optimized campaigns with cost-efficient CPL (Cost Per Lead).
Ad Platforms Used Meta Ads Manager – Facebook & Instagram (Lead Generation Objective using Meta Lead Forms).
Targeting Approach
  • Geo-targeting: Mumbai & Navi Mumbai (Kharghar, Airoli, Panvel, Dombivli).
  • Interest targeting: Real estate, property investment, NRI buyers, luxury housing, financial services.
  • Custom audiences: Lookalike audiences from past lead lists.
Campaign Structuring
  • Each project had its own ad set (Satyam Queen Necklace, Rainbow Life, Today Cloud City, Royal Aikyam).
  • Multiple creatives (carousel, video walkthroughs, static images).
  • Always-on campaigns for consistent visibility.
Overall Results
  • Total Leads Generated: 1,544
  • Total Reach: 1,073,170 people
  • Total Impressions: 2,799,751
  • Total Spend: ₹2,93,041.25
  • Average CPL: ₹189.79
Project-Wise Highlights
  1. Rainbow Life [3BHK] → 258 leads, CPL ₹118.31, Spend ₹30,522.69 → Best performer (efficient targeting & creatives).
  2. Today Cloud City (Kharghar) → 132 + 196 leads, CPL ₹170–₹206, Spend ₹60,745.49 → Strong reach & recall.
  3. Satyam Queen Necklace → 146 + 172 leads, CPL ₹177–₹237, Spend ₹66,889.86 → Premium project, higher CPL.
  4. Royal Aikyam (Luxury) → 105 leads, CPL ₹246.73 → Higher CPL due to niche luxury audience.
Performance Insights
  1. Project-specific campaigns outperformed generic real estate ads (5–6x better CPL).
  2. 3BHK units (like Rainbow Life) achieved the highest leads at lowest CPL.
  3. Luxury projects (Satyam Queen Necklace, Royal Aikyam) had higher CPL but better-qualified leads.
  4. Optimal CPL range identified: ₹150–₹200 per lead for Mumbai region.
Key Learnings
  • Always-on campaigns sustain awareness and reduce cost over time.
  • Clear project details (location, pricing, amenities) improve conversions.
  • Creative diversity (video + carousel) boosts engagement.
  • Lookalike audiences from quality past leads enhance targeting precision.
Conclusion Meta Ads effectively generated 1,544 qualified leads for ₹2.93 Lakhs (Avg. CPL ₹189.79). Proves Meta Ads are a scalable, efficient channel for real estate marketing in Navi Mumbai.
Future Optimization
  • Retarget engaged users with site-visit CTAs.
  • Use WhatsApp Instant Forms for faster response rates.
  • Test more video walkthrough creatives for higher engagement.

The campaigns successfully demonstrated that Meta Ads can deliver high-quality real estate leads in Mumbai at scale. With a spend of ₹2.93 Lakhs, the campaigns generated 1,544 leads, averaging ₹189.79 per lead.

  • Best Strategy: Run always-on, project-specific campaigns with optimized creatives highlighting location, price, and lifestyle value.

Future Optimization:

  • Retargeting engaged users with site-visit CTAs.
  • Leveraging WhatsApp Instant Forms for faster response.
  • Testing more video walkthrough creatives.

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