PPC Case Study: Tulsi Realty – 9 Meraki Panvel Lead Generation
Client Overview
Client Name: Tulsi Realty
Project: 9 Meraki, Panvel
Industry: Real Estate (Residential Project)
Service Focus: PPC Lead Generation
Target Location: Panvel, Navi Mumbai & Nearby Regions
Tulsi Realty is a real estate developer focused on delivering premium residential projects. For the 9 Meraki Panvel project, the objective was to generate high-quality property leads through paid digital campaigns while maintaining optimal cost per lead (CPL).
Business Challenge
Real estate lead generation through PPC is highly competitive, especially in emerging hubs like Panvel. The project faced the following challenges:
- High competition from local and national developers
- Rising CPCs in real estate keywords
- Low lead quality from generic campaigns
- Need for location-specific, high-intent inquiries
- Balancing lead volume with lead quality
PPC Lead Generation Objectives
The PPC strategy was designed to:
- Generate qualified leads for the 9 Meraki Panvel project
- Target users actively searching for residential properties in Panvel
- Maintain a cost-effective CPL
- Improve lead quality for sales team follow-ups
- Increase project visibility among homebuyers
PPC Strategy Implemented
- Created separate campaigns for:
- Brand & project-specific keywords
- Location-based property searches
- Generic residential intent keywords
- Segmented campaigns by match types and intent levels
- Focused on Search campaigns for high-intent users
- Targeted keywords such as:
- Flats in Panvel
- New residential projects in Panvel
- 1 BHK / 2 BHK flats in Panvel
- Property near Panvel station
- Used tight geo-targeting for Panvel & Navi Mumbai
- Added negative keywords to avoid irrelevant traffic
- Created multiple ad copy variations highlighting:
- Project USP
- Location advantages
- Amenities & lifestyle benefits
- Strong CTAs (Book Site Visit, Enquire Now)
- Optimized ads for higher CTR and conversion intent
- Directed traffic to dedicated lead generation landing pages
- Optimized lead forms to reduce friction and drop-offs
- Ensured clear project details, trust signals, and strong CTAs
- Improved page speed and mobile usability
- Monitored keyword-level performance on a daily basis
- Shifted budget toward high-converting keywords
- Paused low-quality traffic sources
- Optimized bids to maintain target CPL
- Regularly reviewed lead quality using sales team feedback
- Refined keyword and ad copy targeting
- Adjusted geo and device-level bidding
- Continuously improved campaign efficiency over time
Results Achieved
With continuous PPC optimization, the campaign delivered:
- Consistent flow of qualified real estate leads
- Improved lead relevance for the Panvel location
- Controlled and optimized cost per lead (CPL)
- Better alignment between marketing and sales teams
- Increased project visibility among active homebuyers
(Exact lead volume and CPL metrics can be added as required.)
Key PPC Wins
- High-intent leads for residential site visits
- Reduced wasted ad spend through refined targeting
- Strong performance from location-based search campaigns
- PPC established as a reliable lead generation channel
Platforms & Tools Used
- Google Ads (Search)
- Google Analytics 4
- Google Tag Manager
- Call Tracking & Lead Form Tracking Tools
Conclusion
For Tulsi Realty – 9 Meraki Panvel, PPC was successfully implemented as a focused lead generation engine. By targeting high-intent, location-specific searches and continuously optimizing for lead quality, the campaign delivered consistent inquiries while maintaining cost efficiency.