01Project overview
Reduce CPL from ₹850+ to ₹400–500 while improving lead quality from 10% to 40%.
02Industry & context
A premium residential portfolio in Kolkata.
03The business problem
The portfolio was generating leads at over ₹850 CPL with only a 10% quality rate. The mandate was to lower cost and raise quality at the same time — a combination often treated as mutually exclusive.
04What was happening before
₹850+ cost per lead · 10% lead quality rate.
05Strategic diagnosis
Cost and quality were being optimised in isolation. Without a shared definition of a 'quality' lead between marketing and sales, neither could improve reliably.
06Strategic approach & execution
- 1Audience segmentation by income signal, housing search intent and location radius.
- 2Aggressive creative testing across lifestyle, project renders and social proof.
- 3Lead scoring integrated with the sales CRM for closed-loop reporting.
- 4Weekly sync with the sales team to calibrate the 'quality' definition and adjust targeting.
07Before & after
Cost per lead
Lower is better
Lead quality rate
Higher is better
Bars are drawn to scale against the larger of each pair.
08Results
CPL dropped 47% to ₹450 within 3 months, while lead quality rose from 10% to 40% — a 4× improvement achieved alongside the cost reduction. The total portfolio delivered ₹4.9 Cr spend across 13 campaigns with 11,000+ high-intent leads at ₹446 blended CPL.
09What the results demonstrate
Quality improves when the definition of quality is shared. The weekly loop with sales turned 'lead quality' from an opinion into a target.
Source: ElevateDigi Comprehensive Case Study Portfolio, pp. 12–13.