Campaign·Completed·March 2026 - April 2026

Arpan My City — Jewar Plots Lead Generation

Generate qualified leads for Arpan My City, a plotted-development project in Jewar, targeting both retail buyers and real estate investors across the Delhi NCR region.

292 leads at ₹254 per lead

Running on Meta with a CBO budget, this lead gen campaign reached 3,90,424 people across 2 ad sets running in parallel, producing 292 leads at a blended cost of ₹254 per lead from ₹74,037 in spend.

The Story

The Objective

Generate qualified leads for Arpan My City, a plotted-development project in Jewar, targeting both retail buyers and real estate investors across the Delhi NCR region.

The Strategy

Ran a CBO campaign with two parallel ad sets to compare a broad NCR audience against an interest-targeted investor audience (real estate investing, 99acres, MagicBricks, property investment club interests), using Meta's Instant Form (Lead Ads) with a high-intent qualifying form, across Delhi, Faridabad, Gurugram, Ghaziabad, Greater Noida, and Noida (+17km radius each).

The Challenge

While the campaign generated strong lead volume (292 total leads across both ad sets), the sales team — only 1-2 executives handling follow-up — couldn't keep pace with the volume, leading to inconsistent lead follow-up and qualification delays.

The Decision

The leadership team made the call to pause the campaign rather than let lead quality and follow-up standards slip, prioritizing sustainable conversion capacity over raw lead volume.

The Outcome

The campaign proved highly efficient at generating cost-effective, high-intent leads (₹198–300 CPL) from both broad and investor-targeted audiences, with roughly 44% of interest-targeted leads qualifying for sales handoff — but surfaced an important operational bottleneck around sales team capacity.

What I'd Do Differently

In hindsight, I'd advocate for aligning lead volume with sales team capacity before scaling spend — a marketing funnel is only as strong as the follow-up capacity behind it. This taught me that performance marketing success isn't just about generating leads, but about generating leads at a pace the business can actually convert.

Results

Ad Set	Investor Interest-Targeted	Broad \| Jewar NCR \| Instant Form \| Phase 1
Audience type	Interest-based	Broad
Reach	1,14,183	2,76,241
CPM	₹232	₹46
Link CTR	0.96%	0.78%
Leads	159	133
Cost / Lead	₹300	₹198

Investor Interest-Targeted

159 leads at ₹300/lead

The "Investor Interest-Targeted" ad set targeted an interest-targeted audience in Delhi (+17km), Faridabad (+17km), Gurugram (+17km), Ghaziabad (+17km), Greater Noida (+17km), Noida (+17km), layered with interest targeting on Real estate investing, 99acres, MagicBricks, Property investment club, across 30-55, All, reaching 1,14,183 people at a CPM of ₹232. It generated 159 leads at ₹300 per lead, with a 0.96% link CTR.

Reach: 1,14,183
CPM: ₹232
Link CTR: 0.96%
Cost / Lead: ₹300

Targeting: Delhi (+17km), Faridabad (+17km), Gurugram (+17km), Ghaziabad (+17km), Greater Noida (+17km), Noida (+17km) · 30-55, All · FB Feed, Insta Feed, Insta Reels, Insta Story, FB Story · est. audience 45,00,000 - 53,00,000

70 qualified by sales

Broad | Jewar NCR | Instant Form | Phase 1

133 leads at ₹198/lead

The "Broad | Jewar NCR | Instant Form | Phase 1" ad set targeted a broad audience in Delhi (+17km), Faridabad (+17km), Gurugram (+17km), Ghaziabad (+17km), Greater Noida (+17km), Noida (+17km) across 30-55 All, reaching 2,76,241 people at a CPM of ₹46. It generated 133 leads at ₹198 per lead, with a 0.78% link CTR.

Reach: 2,76,241
CPM: ₹46
Link CTR: 0.78%
Cost / Lead: ₹198

Targeting: Delhi (+17km), Faridabad (+17km), Gurugram (+17km), Ghaziabad (+17km), Greater Noida (+17km), Noida (+17km) · 30-55 All · FB Feed, Insta Feed, Insta Reels, Insta Story, FB Story

42 qualified by sales

Campaign Doctor

AI-powered campaign analysis — built into my admin panel

Here's what my AI-powered analysis tool identified for this campaign.

What's Working

Broad set CPM ₹46 vs Interest's ₹232 — 5x cheaper delivery
Broad set produced leads at ₹198 vs Interest's ₹300
Interest set qualified 44% of leads (70/159) vs Broad's 32%
112 sales-qualified leads total at ₹661 blended per qualified lead

Likely Issues

CBO sent 64% of spend (₹47.7k) to the ₹300/lead ad set
Interest CPM ₹232 bought only 0.96% CTR — 0.18pt lift over Broad
Cost per qualified lead nearly identical: ₹681 Interest vs ₹627 Broad
Broad frequency 2.06 at 276k reach — creative wear starting, only one phase ran

Recommended Action

Should have been done by week 2

Should have split the two audiences into separate ABO budgets by week 2 and pushed ~60% of the ₹74k into Broad — its ₹627 cost per qualified lead beat Interest's ₹681 at one-fifth the CPM.

Generated by Claude, reviewed and approved before publishing — analyzed 4 September 2026.