An apartment launch in a Tier 2 city: 563 leads at ₹278 each from Meta Ads

The client had to launch a property in a Tier 2 city in India, with 2, 3, 3.5, 4.5 and Smart 3 BHK configurations priced from ₹90 lakh to ₹1.5 Cr. The brief covered three objectives at once, awareness, lead generation and retention, all on Meta Ads.

We built the campaign as a funnel on Facebook and Instagram feeds, stories and reels:

• Awareness. Reach campaigns introducing the project.
• Engagement. Video campaigns measured on ThruPlays.
• WhatsApp. A campaign that opened messaging conversations with interested buyers.
• Conversion. Four lead generation campaigns, compared on cost per lead.

Creative combined video ads, lifestyle image ads and project highlight creatives. Messaging focused on a premium gated community, family amenities, luxury apartments and the high-rise living experience, with two calls to action: download the brochure and book a site visit. Audience settings vary from client to client and location to location, so the exact targeting used here is not published.

Results at each stage

Each stage of the funnel had its own job and its own cost measure.

Across the whole campaign, ads reached 1.9 million people with 2.7 million impressions.

Lead campaigns compared

The best performer delivered 135 leads at ₹268 each from ₹36,231 of spend.

What you can learn from this

Give each stage a cost you can compare. Cost per 1,000 reach, cost per ThruPlay, cost per conversation and cost per lead answer different questions. Reading them separately shows which part of the funnel needs work, instead of judging everything on cost per lead alone.

Compare campaigns, not just the total. The average was ₹278, but cost per lead ranged from ₹268 to ₹348 across the four lead campaigns. That spread is where budget decisions come from.

Offer more than one way to respond. Some buyers fill a form; others would rather message. Running a WhatsApp campaign next to lead forms, with brochure and site visit calls to action, gave buyers a choice.

Leads are the start, not the finish. This report covers reach, engagement and leads. For homes priced at ₹90 lakh and above, the real test is what happens next: fast follow-up, site visits and bookings. See how we connect campaigns to sales in our real estate lead generation work, or read about our Meta Ads service and wider performance marketing.