Fine Listings

A luxury lead generation case study covering four years of Google Ads and Meta Ads work with Fine Listings — India’s luxury marketplace — across pre-owned exotic cars and, more recently, luxury villas in South Delhi.

Project Summary

Client Overview:

Fine Listings Technologies Limited positions itself as India’s luxury marketplace — curating exotic and premium pre-owned cars, luxury homes, private jet charters and exclusive travel experiences for the country’s high-net-worth buyers and sellers.

Avikosh Digital has run their paid acquisition since 2022, beginning as a freelance engagement and continuing as the agency grew. Four years on, we still run the account — and the brief has expanded from FineCars to include Fine House, their luxury villa development in South Delhi.

The Challenge

• A two-sided marketplace needs two different funnels: Fine Listings has to acquire buyers and sellers. Most agencies only know how to do the first. Persuading someone to consign a supercar is a completely different targeting and creative problem from persuading someone to buy one.
• The audience is tiny and cannot be reached by interest targeting: The pool of people in India buying an exotic pre-owned car or a South Delhi villa is very small. Broad luxury interests are full of aspiration, not intent — and aspiration does not convert at this ticket size.
• Ticket values invert the usual maths: On a transaction worth tens of lakhs to several crores, cost per lead is almost irrelevant. One genuine enquiry can be worth thousands of unqualified ones, which changes what the account should be optimised for.
• Discretion matters to the buyer: High-net-worth buyers and sellers do not respond to loud, discount-led advertising. The creative has to signal exclusivity, not urgency.

What We Did

• Separate campaigns for buy-side and sell-side: Buyers are captured on high-intent search for specific makes and models. Sellers are reached with a different promise entirely — a discreet, verified route to sell a car they care about. Two audiences, two creative languages, two funnels.
• Model-level search structure: Rather than bidding on generic luxury car terms, campaigns are built around the specific makes and models people actually search when they are ready to transact.
• Optimised for qualified enquiry, not lead volume: At these values the account is judged on whether the sales team gets a conversation worth having. Volume targets would have produced the opposite result.
• Creative that sells access, not price: Positioning built on exclusivity, verification and discretion — the things this buyer actually cares about — rather than deals or countdowns.
• Extended the same structure into real estate: When Fine House launched, the South Delhi villa campaigns were built on the same principles: narrow geography, intent-led search, and creative pitched at the buyer rather than the market.
• Four years of compounding account data: A long-running account with clean conversion history is an asset. The audiences and signal built up since 2022 are why the newer campaigns started stronger than a cold launch would have.

The Results

• Four years of continuous engagement, beginning in 2022 as a freelance brief and still running today — through the client’s growth into a limited company and a multi-category marketplace.
• Both sides of the marketplace served — a steady flow of buyer enquiries alongside sell-side leads from owners looking to list their vehicles.
• A second vertical trusted to the same team: Fine House, the client’s luxury villa project in South Delhi, was handed to us rather than to a specialist property agency.
• Scaled across categories as the marketplace expanded from cars into homes.

Key Takeaways

• In a marketplace, supply is usually the harder side: Everyone builds buyer campaigns. The agencies worth keeping are the ones who can also fill the inventory.
• At high ticket values, cost per lead is the wrong target: When a single transaction runs into crores, optimising for cheap leads actively destroys value. Optimise for the conversation the sales team can close.
• Account age is an underrated asset: Four years of clean conversion data meant the villa campaigns launched with signal a new account simply would not have had.

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