Residential property · Yogyakarta
Search found them. Social went and got them.
The problem
Before we took over Kawa Village, there was no clear strategy on the paid channels. The project was already on the market — not a launch, and not a clean baseline — but nothing structured was generating leads, and no audience strategy tied the campaigns to lead quality. Spend was buying enquiries with no read on which of them were worth a sales call.
What we did
Google Ads took the bottom of the funnel, built around buying intent rather than broad category terms, so someone already searching for a house was caught there first. Meta worked around that: retargeting ran cross-channel off Google traffic to follow up the searchers who had not converted, while cold acquisition ran on a 1% lookalike built from a survey audience rather than a generic interest-based seed — so cold traffic started closer to an actual buyer profile. Messaging was segmented by audience, so a first-time searcher and a retargeted visitor never saw the same pitch.
Where it landed
Cost per MQL down 44% against the previous average, and Kawa Village sold out eleven months after we took it on.