Proptension Case Study
Target Market: India 🇮🇳
How We Generated 405 Leads for Proptension with Meta Ads — Property Management Case Study
Proptension is a property management service provider offering hassle-free asset management, maintenance, and rental support for homeowners. Their value proposition is simple: reduce the friction of property ownership while helping clients protect and maximize the value of their real estate assets.
To scale lead generation, we built Meta Ads campaigns targeting homeowners in Bangalore and Chennai as well as expatriates looking for reliable property management services in India. The result: 405 leads, 122,408 reach, 339,709 impressions, and an average cost per lead of ₹99.47 on ₹40,283.99 in total ad spend.
405
Leads
₹99.47
CPL
122,408
Reach
₹40,283.99
Ad Spend
Client Overview
Brand: Proptension
Industry: Property Management
Target Market: Homeowners in Bangalore and Chennai, plus NRIs seeking property management services in India
Platform: Meta Ads (Facebook & Instagram)
Primary Goal: Lead generation for property management and rental support services
Campaign Scope: Location-based campaigns plus expatriate/NRI targeting
The Problem We Were Hired to Solve
Proptension needed a Meta Ads system capable of generating qualified leads across multiple audience segments without letting CPL drift upward. Three core challenges shaped the campaign structure:
1. Diverse Target Groups: The campaigns needed to speak to different buyer profiles — local homeowners in Bangalore and Chennai, as well as expatriates and NRIs looking for dependable property management support from abroad.
2. Cost-Effectiveness: Lead generation had to stay efficient at scale. Maintaining a competitive cost per lead across multiple service segments was essential for sustainable growth.
3. Competitive Market: Property services compete heavily on trust, clarity, and perceived reliability. The ads needed to make Proptension stand out in a crowded market where many providers make similar promises.
Our Meta Ads Strategy for Proptension
Audience Segmentation
We divided the campaigns by location and audience intent rather than running one broad lead-generation campaign.
• Bangalore Campaigns: Focused on homeowners in Bangalore looking for dependable property upkeep and asset management support.
• Chennai Campaigns: Tailored to homeowners in Chennai with messaging adjusted to local relevance and service trust.
• NRI / Expat Campaigns: Built specifically for overseas Indians seeking transparent and reliable property management in India.
Creative Development
The creative strategy emphasized trust, convenience, and financial clarity:
• Trust-Led Messaging: Positioned Proptension as a dependable partner for hassle-free property management.
• Value Proposition Hooks: Highlighted messages like 'Hassle-free Property Management', 'Maximized Rental Income', and 'Transparent Services'.
• Professional Visuals: Used clear, credible creative designed to reinforce reliability and reduce hesitation from first-time leads.
Optimization Tactics
• A/B tested creatives, headlines, and targeting combinations to isolate the strongest lead-driving variants
• Adjusted budgets in real time to allocate more spend to high-performing campaigns
• Used Meta's lead optimization tools to improve both lead relevance and conversion efficiency
Campaign Structure
Five campaigns ran within the account, with the strongest results coming from the October lead campaign and the Bangalore and Chennai location-specific campaigns. This structure gave us clear visibility into which audiences produced the best blend of volume and CPL.
Campaign Results — Full Data Breakdown
Reporting Snapshot: 1 October 2024 – 1 November 2024
Total Campaigns: 5
Total Leads: 405
Total Ad Spend: ₹40,283.99
Average Cost Per Lead: ₹99.47
Total Reach: 122,408
Total Impressions: 339,709
Top Campaign: Proptension October Lead Campaign — 217 leads at ₹89.99 CPL
Key Insights from This Campaign
1. Localized Campaigns Drove the Best Efficiency
The Bangalore and Chennai campaigns generated 103 and 83 leads respectively at roughly ₹100 CPL. Splitting campaigns by city created clearer audience-message fit and helped maintain cost efficiency.
2. The October Lead Campaign Was the Account's Volume Driver
The Proptension October Lead Campaign delivered 217 leads at ₹89.99 CPL, making it the strongest campaign in the account both for lead volume and cost efficiency. That performance shows how a well-structured primary campaign can anchor the entire lead-generation system.
3. Niche NRI Targeting Worked, But at a Premium CPL
The expat-focused campaign produced only 2 leads at ₹1,022.89 CPL. The volume was low, but the campaign validated that highly specific NRI targeting can still generate demand when the audience is narrower and more expensive to reach.
4. Trust-Led Messaging Mattered in a High-Consideration Category
Property management is not an impulse-buy service. Messaging around transparency, hassle-free ownership, and rental income protection helped reduce friction and made lead conversion more likely.
5. Budget Reallocation Improved Overall Efficiency
By continuously moving budget toward the best-performing campaigns, the account maintained a blended CPL of ₹99.47 while still generating 405 total leads. That balance between scale and control is what made the campaign structurally successful.
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