Envision Realtors: Cost Per Qualified Enquiry Dropped From ₹560 To ₹184

Envision Realtors' Meta ad account was producing leads, but at a cost that made scaling the budget uncomfortable. Over the first 90 days of us managing the creative and the campaign together, cost per qualified enquiry dropped from ₹560 to ₹184, a fraction of the ₹500-₹2,000 industry-typical range for qualified real estate leads in India (₹3,500-₹6,000 for luxury).

What we changed

Cutting dead audiences. The existing campaign was spread across broad targeting that looked fine on reach but produced clicks with no intent behind them. We narrowed spend toward the audience segments that were actually converting to enquiries, not just impressions.

Leading every ad with the founder walkthrough. The single biggest creative change: replacing generic property shots as the opening frame with the founder walking through the property and speaking directly to the camera. A face and a voice earns more trust in the first two seconds than a wide shot of a lobby, and it showed up directly in the cost-per-enquiry number.

Optimizing against enquiries, not clicks. We treat cost-per-click as a vanity metric on its own. Every week, we reviewed which ad sets were producing real phone calls and conversations, not just form fills, and reallocated budget toward those specifically.

Why it matters

At ₹184 per qualified enquiry, Envision Realtors' budget goes roughly three times further than it did at ₹560. The same monthly spend now produces roughly three times the qualified pipeline. That's the practical difference between an ad account that's "running" and one that's actually accountable to a number a builder cares about.