Altera Group - cost per qualified lead down 39% in a month across four Adjara projects
A developer with four projects in Batumi, Buknari and Shekvetili on about $1,000 a month. Each project got its own campaign, English was stopped: qualified lead from $51.41 to $31.36, $19 in the last week
Altera Group is building four projects on the Adjara coast: Blue Sky Tower and Cube in Batumi, a resort complex in Buknari and a project in Shekvetili. It needed qualified leads for all four on a budget of about $1,000 a month
We started with all projects together in one quiz, then split each project into its own campaign. We compared video against images, Georgia against Europe and the CIS, Russian against English. English brought leads at $15-20, so we stopped it and moved the budget to the Russian campaigns. In mid-October we relaunched Shekvetili on graphics and Blue Sky Tower on video
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
Altera Group is a developer with four projects on the Adjara coast: two towers in Batumi (Blue Sky Tower and Cube), a resort complex in Buknari and a project in Shekvetili
Task
Get qualified leads for all four projects on a budget of about $1,000 a month
What we did
| Period | What we did | Spend | Leads | Cost per lead | Qualified |
|---|---|---|---|---|---|
| 14-22.09 | All projects together in one quiz, Russian and English | $136 | 7 | $19.43 | 0 |
| 23-30.09 | Split the projects into their own campaigns: Blue Sky Tower, Cube, Buknari. Video against images | $327 | 21 | $15.57 | 9 |
| 01-11.10 | Buknari on video, Blue Sky Tower on interests and Europe. Stopped English | $415 | 22 | $18.86 | 9 |
| 12-19.10 | Relaunch: Shekvetili on graphics ($3.44 per lead), Blue Sky Tower on video ($6.61) | $212 | 35 | $6.06 | 11 |
| Total | $1,090 | 85 | $12.82 | 29 |
Result
- Cost per qualified lead down 39%: $51.41 in September, $31.36 in October
- 2.2x more qualified leads: 9 in September, 20 in October, with the budget up 35%
- Last week: $6.05 per lead, $19 per qualified lead
What worked
Each project in its own campaign instead of a combined selection
Stopping English in time. Leads at $15-20 did not pay off, and the budget went to the Russian campaigns
Graphics for Shekvetili. Worked better than video: $3.44 per lead
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
We have sent a confirmation link. The subscription starts after you click it. No email? Look in Promotions or Spam
Facing something similar?
We will review your situation, show the closest cases from your vertical and give you a cost-per-lead forecast with a launch plan. Free, no strings attached
- Ad account audit within 24 hours
- Unit economics modeled against your offer
- Cases from your own vertical