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Two projects. Two audiences.
One performance engine.
How Brand Aura built and managed the complete paid media strategy for Sanskruti Homes' Island of Bliss and Wildflower — generating 1,392+ confirmed qualified leads across Google and Meta in under 6 months.
Who is Sanskruti Homes?
Sanskruti Homes is a Pune-based real estate developer specialising in premium NA (Non-Agricultural) villa plots. Their portfolio targets aspirational investors and lifestyle buyers seeking plotted developments with strong appreciation potential in scenic locations near Pune.
In this engagement, Brand Aura managed paid media across two distinct projects simultaneously — Island of Bliss, a Santorini-inspired development in the Pune belt, and Wildflower, a nature-immersed boutique plot community near Paud. Each project had a different price point, audience profile, and creative brief.
What Brand Aura was brought in to do
- 🏗️Build and launch the complete paid media infrastructure for two projects simultaneously — Google Ads and Meta — from campaign setup to creative brief to live execution
- 🎯Generate qualified enquiries from high-intent real estate buyers across Pune and surrounding markets, within an efficient cost-per-lead framework
- 📹Test multiple creative formats — video, static, lead forms, website redirect — to identify the optimal lead generation mechanism for each project
- 📊Manage ongoing budget allocation, audience refinement, and campaign optimisation across both projects and platforms in parallel
- 🗓️Position both projects for maximum conversion ahead of Akshaya Tritiya — the single highest-converting window for real estate in Maharashtra
Two distinct properties. Two tailored strategies.
Island of Bliss and Wildflower occupy different price bands, locations, and emotional narratives — requiring separate audience strategies, creative directions, and platform mixes while sharing a unified performance framework.
Google Search: capturing high-intent buyers
Brand Aura launched IOB's Google Ads from zero — building two Search campaigns covering lead form acquisition and phone call conversion, across a total Search spend of ₹1,23,460. Together they generated 112 qualified leads with a best CPL of ₹989.
The anchor campaign. A 12.47% CTR is significantly above industry norms for real estate search, demonstrating tight keyword targeting and relevant ad copy. At ₹989 per qualified conversion, this campaign was the most cost-efficient lead generation mechanism across all of IOB's paid channels.
28 leads at ₹1,440 CPL validates phone-intent buyers in the IOB market. While higher than the search CPL, call leads tend to be further down the decision funnel. Reactivate alongside the search campaign for Akshaya Tritiya at an increased budget.
Meta: 264 qualified leads in 4 months
Brand Aura tested four distinct Meta campaign strategies for IOB across Oct 2025–Jan 2026 — video, lead form, website redirect, and concept-led creatives — generating 264 confirmed qualified leads and identifying the highest-performing format for scale.
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| Campaign | Launch | Format | Impressions | Reach | Leads | CPL (INR) | Spend (INR) | Signal |
|---|---|---|---|---|---|---|---|---|
| Why Invest — 19th Dec | Dec 2025 | Website Lead | 1,65,359 | 75,234 | 186 | ₹115 | ₹21,387 | 🏆 Best CPL — highest efficiency |
| IOB Website — 22nd Nov | Nov 2025 | Website Lead | 1,79,851 | 1,15,475 | 129 | ₹176 | ₹22,728 | ⭐ Strong reach-to-lead ratio |
| IOB Video — 15th Nov | Nov 2025 | Lead Form | 2,19,879 | 1,14,002 | 248 | ₹296 | ₹73,511 | ✅ Highest lead volume overall |
| IOB Campaign — 15th Oct | Oct 2025 | Lead Form | 47,138 | 17,134 | 17 | ₹2,154 | ₹36,620 | ⚠️ Early test — format not optimised |
| TOTAL | — | — | 6,12,227 | ~3,21,845 | 580 raw / 264 qualified | ₹584 qualified CPL | ₹1,54,246 | — |
Google Search: 235 leads — Wildflower's best-performing channel
Wildflower ran two Search campaigns generating 6,822 clicks and 235 qualified leads across a total spend of ₹2,32,888 — a blended CPL of ₹991. The Call Campaign at ₹802 CPL is the most cost-efficient Google campaign across both projects.
A 10.53% CTR — well above the 3–5% real estate benchmark — combined with 97 leads at ₹1,260 CPL makes this a solid search campaign. Adding the lead form extension (currently missing) could push CPL even lower by capturing leads directly within the search result.
The best-performing Google campaign across both projects. 138 leads at ₹802 CPL — below the ₹800–₹2,000 real estate benchmark — with the lowest CPC in the account at ₹24.79. Currently active and the first campaign to scale for Akshaya Tritiya.
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| Campaign | Type | Budget/Day | Impressions | Clicks | CTR | Avg. CPC | Conv. | CPConv (INR) | Spend (INR) | Status |
|---|---|---|---|---|---|---|---|---|---|---|
| Leads-Search-1 — 22 Nov | Search | ₹1,500 | 22,409 | 2,359 | 10.53% | ₹51.82 | 97 | ₹1,260 | ₹1,22,232 | 🟢 Active (Limited) |
| Call Campaign — 24 Nov | Search | ₹1,000 | 50,606 | 4,463 | 8.82% | ₹24.79 | 138 | ₹802 | ₹1,10,656 | 🟢 Active |
| TOTAL | — | — | 73,015 | 6,822 | 9.34% | ₹34.14 | 235 | ₹991 | ₹2,32,888 | — |
Fix Lead Form Extension on Leads Search
Google flagged "missing lead form extension" — this is why Leads Search shows only 2 conversions despite 2,359 clicks and a 10.53% CTR. Adding the extension could immediately unlock 10–20+ tracked conversions per month from existing traffic with zero extra spend.
- Scale Call Campaign to ₹2,000/day — best Google CPL across both projects
- Scale Leads Search to ₹1,500/day — add lead form extension to push CPL lower
- Combined target: 300+ Google leads/month across both Wildflower campaigns
IOB Call Campaign — Reactivate and Scale
IOB's call campaign delivered 28 leads at ₹1,440 CPL — validating phone-intent buyers in this market. While higher than the search CPL, call leads tend to be further down the funnel and easier to convert to site visits. Reactivating at ₹2,000/day for AT is a strong complementary move.
- Reactivate alongside IOB Search for AT window
- Set budget at ₹2,000/day — matches WF Call Campaign scale
- Add call-out extensions: Santorini architecture, 18+ amenities, 15 acres, ₹45L onwards
Scale Both Campaigns for Akshaya Tritiya
With the Call Campaign delivering 138 leads at ₹802 CPL and the Leads Search at 97 leads at ₹1,260 CPL, Wildflower's Google account is already one of the strongest-performing search setups across both projects. For AT, the priority is scale — not fixing.
- Scale Call Campaign to ₹2,000/day — it's the best Google CPL across both projects
- Scale Leads Search to ₹1,500/day — add lead form extension to push CPL lower
- Add call-out extensions: 20 min from Hinjewadi, Bank Loan Available, FSI 1.4
Wildflower Meta: 781 qualified leads and the network's best CPL
Wildflower's Meta strategy tested seven campaigns across lead form and website redirect formats — covering nature-lifestyle visuals, static plots, foggy valley aesthetics, and lookalike audience targeting. The result: 781 confirmed qualified leads with a benchmark ₹134 CPL at the top.
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| Campaign | Format | Results | CPL (INR) | Spend (INR) | Status | Signal |
|---|---|---|---|---|---|---|
| Twinkling Sky — 6th Jan | Website Lead | 657 | ₹134 | ₹87,718 | 🟢 Active | 🏆 Best CPL — top performer |
| NA Plots Static — 7th Jan | Lead Form | 284 | ₹331 | ₹94,064 | 🟢 Active | ✅ Reliable volume driver |
| New Acquisition — Sept 25 | Lead Form | 260 | ₹341 | ₹88,588 | 🔴 Inactive | ✅ Strong early benchmark |
| Foggy O2 Morning — 7th Nov | Lead Form | 133 | ₹300 | ₹39,836 | 🔴 Inactive | ✅ Good nature-creative proof |
| Lookalike Audience — 5th Feb | Lead Form | 65 | ₹562 | ₹36,523 | 🟢 Active | ⚠️ High CPL — review seed audience |
| New Creative — 3rd Dec | Website Lead | 31 | ₹229 | ₹19,092 | 🔴 Inactive | ✅ Good CPL — needs scaling |
| Retargeting — 29th Jan | Lead Form | 3 | ₹1,121 | ₹3,363 | 🔴 Inactive | 🔴 Audience saturated — pause |
| TOTAL | — | 1,433 | ₹309 avg | ₹3,69,184 | 3 active | — |
What each platform delivered
Across Google Search and Meta — each platform served a distinct function in the two-project paid media ecosystem. Understanding how each performed shapes every future budget decision.
🔍 Google Search
📱 Meta (Facebook + Instagram)
The strategy behind the numbers
Brand Aura didn't just run ads — we architected a full paid media system for two live real estate projects simultaneously, discovering what works through structured testing and building the playbook for the growth phase ahead.
Dual-Project Architecture from Zero
Launched and managed paid media infrastructure for two distinct Sanskruti Homes projects in parallel — each with its own ad accounts, pixel setup, creative brief, audience strategy, and platform mix.
- IOB: Google Search (2 campaigns) + Meta (4 campaigns)
- Wildflower: Google Search (2 campaigns) + Meta (7 campaigns)
- Combined 15 campaigns executed across both projects in the period
Website vs Lead Form Discovery
Systematically tested website redirect vs. lead form formats across both projects and identified a consistent pattern: website redirect campaigns delivered 30–60% lower CPLs than equivalent lead form campaigns.
- IOB: Website redirect at ₹115–176 vs lead form at ₹296–2,154 CPL
- Wildflower: Twinkling Sky (website) at ₹134 vs form campaigns at ₹300–562
- Both landing pages convert — the format insight will define 2026 strategy
Creative Concept Performance Mapping
Identified which creative territories resonated for each project — and which did not. The 'Why Invest' framing and 'Twinkling Sky' nature visuals emerged as the anchor creative directions for each project respectively.
- IOB: Concept-led (Why Invest) outperformed generic plot ads by 60%+ on CPL
- Wildflower: Nature/atmospheric creatives outperformed static plot imagery
- Retargeting and lookalike campaigns showed rapid CPL inflation — documented for future planning
Google Search Efficiency Validation
IOB's Google Search campaign achieved a 12.47% CTR — more than 3x the real estate search benchmark — validating the keyword strategy and ad relevance. At ₹989 CPL, search delivers the highest-intent leads of any channel.
- Search CTR: 12.47% vs 3–5% industry benchmark
- Call campaign failure documented: restructure required before next activation
- Wildflower Google Search opportunity confirmed — not yet launched
Budget Efficiency Optimisation
Continuously reallocated budget toward top-performing campaigns — pausing or reducing spend on underperformers as data accumulated. The result: the best CPLs of the period came from campaigns launched later, after learnings were applied.
- IOB Meta: CPL dropped from ₹2,154 (Oct) to ₹115 (Dec) as creative and format evolved
- Wildflower: Top-3 campaigns account for 82% of all Meta leads
- Combined blended CPL across 1,392 qualified leads: ₹632 across both projects
Akshaya Tritiya Readiness Roadmap
Documented a full activation plan — campaign structure, budget splits, creative requirements, and platform priorities — for the Akshaya Tritiya window (April 2026). The single highest-converting moment in Maharashtra real estate.
- Recommended daily budget: ₹7,500/day across both projects for the 3-week AT window
- Priority actions: reactivate IOB campaigns, scale Wildflower Twinkling Sky, launch Wildflower Google Search
- AT-specific creative briefs defined for both projects
The commercial case
Each project carries a different ticket size — Island of Bliss at ₹45L minimum and Wildflower at ₹23L minimum. Calculated at a conservative 2% lead-to-booking rate using confirmed qualified lead counts, the numbers reflect a grounded and defensible estimate.
* Model: 2% lead-to-booking conversion rate (conservative industry floor for cold digital leads — actual may be higher). IOB ticket: ₹45,00,000 minimum. Wildflower ticket: ₹23,00,000 minimum. Actual closed deals not confirmed; model uses minimum listed price for each project. Higher plot sizes and premium configurations would increase revenue significantly.
From validation to scale
The first 6 months established which platforms, formats, and creatives work for each project. The next phase — anchored by Akshaya Tritiya — is where the compounding begins.
Both projects need to be fully live minimum 3 weeks before Akshaya Tritiya. The campaigns are proven — execution speed is the only variable.
Small fixes with outsized impact. The form typo ('Yout Budget') on wildflowerpune.com appears on every visitor's screen — credibility gap to close immediately.
3-week Akshaya Tritiya window at ₹7,500/day. Scale down to ₹4,000/day maintenance post-festival, maintaining pipeline continuity.
Sanskruti Homes came to us with two live projects and a limited paid media runway. In six months, we generated 1,392 confirmed qualified leads across Google and Meta, validated platform and format strategy for both projects, and built the playbook for the Akshaya Tritiya scale-up. The real compounding starts now.
Full-service digital marketing agency, Pune. Paid media, organic social, content strategy, and brand growth for real estate, healthcare, F&B, and professional services clients across India and the UAE.
Prepared by Brand Aura · Confidential · March 2026