Residential real estate — Kolkata, India

A premium residential portfolio was generating leads at over ₹850 CPL with only a 10% quality rate. The mandate was to lower cost and raise the quality bar at the same time — a combination most teams treat as mutually exclusive.

Bring cost per lead to ₹400–500 while lifting lead quality from 10% to 40%.

1. 01Audience segmentation by income signal, housing search intent and location radius.
2. 02Aggressive creative testing across lifestyle, project renders and social proof.
3. 03Lead scoring integrated with the sales CRM for closed-loop reporting.
4. 04Weekly sync with the sales team to calibrate the definition of a 'quality' lead and adjust targeting.

• Meta Ads
• CRM lead scoring

1. Cost per lead→
2. Lead quality rate, defined jointly with sales→
3. CRM lead scores fed back into targeting decisions

CPL fell 47% to ₹450 within three months while lead quality rose from 10% to 40% — a 4× improvement achieved alongside the cost reduction. Across 13 campaigns, the portfolio delivered 11,000+ high-intent leads at a ₹446 blended CPL.

“Cost and quality stop being opposites when 'quality' is defined with the sales team and fed back into targeting. The number that really mattered — cost per quality lead — fell by roughly 87%.”