Mumbai
Primary Market
Premium
Segment
Meta + Google
Primary Channels
High-Ticket
Lead Profile
The Context
Kanakia Spaces is a well-established Mumbai real estate developer known for premium residential and commercial projects. Selling high-value property in a dense, competitive market requires precision targeting — the funnel must surface serious intent, not just volume.
I led performance marketing for their digital acquisition, building and running campaigns across Meta and Google with a focus on qualified site visits and conversion.
Approach
Audience Architecture
Built layered audience stacks on Meta — lookalikes seeded from past buyer data, interest-based segments for top-funnel awareness, and retargeting sequences for engaged visitors who'd viewed floor plans or pricing pages.
Intent-Led Google Strategy
Structured search campaigns around high-commercial-intent keywords — locality-specific searches, project comparisons, and price-range queries — with tight negative keyword hygiene to exclude non-buyer traffic.
Creative & Messaging
Developed ad creative frameworks that led with specific project USPs (location, possession timelines, amenity callouts) rather than generic lifestyle aspiration, improving CTR and lead quality in parallel.
Lead Quality Loops
Established a feedback loop with the sales team to score lead quality by source and campaign, then used that signal to reallocate budget toward campaigns producing site-visit-converting leads.