Red Hills Group

A real estate lead generation case study covering five years of Google Ads, Meta Ads and conversion tracking work with Red Hills Group across Gorakhpur and Lucknow.

Project Summary

Client Overview:

Red Hills Group (AAREDHILLS INFRA PROJECT PVT LTD) is a RERA-approved real estate developer selling residential and commercial plots across Gorakhpur and Lucknow, Uttar Pradesh. Their portfolio now spans eight live projects — from Hanging Garden at ₹571 per square foot to Silicon City at ₹999 — with plots between 648 and 2,000 sq ft and bookings opening at ₹51,000 on 36-month payment plans.

Avikosh Digital has run their entire digital marketing operation since May 2021: paid acquisition, conversion tracking, landing pages, WhatsApp follow-up, SEO and website management. Five years on, the engagement is still running.

The Challenge

• Starting from zero: In May 2021 there was no paid acquisition running, no conversion tracking, and no way to tell which project was generating buyer interest. Enquiries came from referrals and walk-ins.
• Eight projects, one budget: Eight sites at eight different price points were competing for the same spend, with no attribution back to the individual project.
• Volume is not the goal — visits are: Nobody commits ₹51,000 to a plot from a landing page. The only enquiry worth paying for is one that ends in someone standing on the land.

What We Did

• Built the funnel in Hindi: Plot buyers in Purvanchal do not search in English. Every ad, landing page and enquiry form runs in the buyer’s language, with price per square foot and distance from a known landmark — Gorakhnath Mandir, the Ring Road, Maniram Railway Station — as the primary hooks.
• Forms that qualify, not just capture: Every enquiry form asks two questions beyond contact details: which area they are looking in, and when they want to visit. Someone selecting “as soon as possible” is a different lead from someone selecting “Saturday or Sunday”, and the sales team works them accordingly.
• Conversion tracking rebuilt properly: Meta Pixel and Google Ads conversion tracking wired to the real enquiry event, so budget follows the projects producing site visits rather than the ones producing cheap clicks.
• A campaign per project: Each of the eight sites runs its own campaign and landing page. Spend follows demand instead of being averaged across a portfolio.
• WhatsApp as the follow-up channel: In this market a WhatsApp message gets answered when a phone call does not.
• Expansion, not dilution: As Gorakhpur matured, the same structure was rebuilt for Lucknow on a dedicated subdomain rather than stretching the existing campaigns across two cities.

The Results

• 10,000–12,000 enquiries a month across the project portfolio, from a standing start in May 2021.
• 500–1,000 site visits a month: the number that actually matters. Between five and eight percent of enquiries end with a buyer physically travelling to view the land.
• Eight live projects marketed simultaneously, each with its own funnel and attribution.
• Five years, no churn: continuous engagement since May 2021, through a full Gorakhpur build-out and expansion into Lucknow.

Key Takeaways

• Language is a performance lever: running the funnel in the buyer’s language is not a nicety in Tier-2 markets. It is the difference between a click and an enquiry.
• Measure the visit, not the form fill: in real estate the form is a step, not an outcome. Optimising toward site visits changes which campaigns get budget.
• Attribution per project beats a blended average: with eight sites at eight price points, a portfolio-level cost per lead tells you nothing useful.

Outcomes