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A developer in Batumi and an agency with several projects in Tbilisi need different advertising plans. Start with the offer, buyer language and sales capacity. Then decide what each channel should test and how the sales team will report the result.
What each channel needs from the offer
For a Meta campaign, prepare a clear property proposition and creative that explains why a buyer should consider it. Separate projects when their prices, location or payment terms attract different buyers. The landing page should continue the same promise and help the person choose a relevant next step.
For Google Search, map the queries you intend to buy to the property and landing page. Separate buying from renting, job searches and unrelated travel intent. Check the actual search terms after launch. The existence of search traffic does not mean every query is commercially useful.
Evidence from Georgia, with its limits
Domex Group used Russian and English Meta campaigns with different messages. The published initial result was $30 per qualified lead. The case is a developer in Georgia; it should not be presented as a citywide benchmark for Batumi.
Real Grekhov in Batumi separated developments into individual campaigns and retained the stronger projects. Its published period was 16 September to 19 October 2026. The case reports 248 enquiries and 49 qualified leads. This is an agency portfolio, not a single developer launch.
The Tbilisi Google Search case reports 170 qualified leads and six deals over three months. It demonstrates a search campaign for that agency and audience. It does not prove Google will outperform Meta for a different project in Batumi.
Plan the first comparison
Define a qualified lead with sales before splitting the budget. Record property, buyer language, budget fit and decision timeline. Use the same qualification process across channels, while preserving the source of every enquiry.
For a developer, start from the available inventory and the buyer groups that fit it. For an agency, choose a limited set of projects so that a broad catalogue does not hide which offer attracts suitable buyers. Write down what result would justify continuing each test before it starts.
Review more than enquiry cost
Review spend, unique enquiries, successful contacts, qualified leads and meetings. Separate leads awaiting a call from leads rejected after a conversation. Compare periods with similar follow-up time. Keep invalid contacts, duplicates and wrong-property enquiries as distinct reasons, so the team can identify the correction.
Do not allocate the next budget simply to the cheapest form submission. Check whether the sales team can contact those people and whether the advertised offer matches their needs. A channel comparison becomes useful when both advertising and sales data describe the same group.
Choose the next action
If queries bring irrelevant intent, refine the search structure and landing page. If people respond to creative but misunderstand the property, change the offer and explanation. If suitable buyers receive no timely follow-up, resolve that process before expanding acquisition.
Explore property marketing in Georgia and Google Ads services. We use the case evidence to frame a test, with the forecast built around your inventory and sales process.