Horizon Cemagi is a luxury beachfront apartment development located in Bali’s emerging and promising Cemagi area.
With units starting at $205,000, the project boasts a range of advantages we leveraged in the ad campaign, such as small unit sizes, various convenient floor plans and European-level service. The location is also a key selling point — only 500 meters away from the future innovation hub Nuanu and 80 km from Asia’s largest theme park under construction by Paramount.
Despite these benefits, the campaign had its challenges: high competition in Bali’s booming real estate market, limited brand recognition for the developer compared to competitors, restrictions on running ads targeting Russian users on several platforms and the specific nature of the target audience.
tasks of the agency
- Generate leads from potential buyers for 18 apartments
- Increase awareness and visibility of the developer’s project in the Bali market
- Provide consulting services to optimize the full sales cycle and CRM integration
analysis & preparation
When we started working with Horizon Cemagi, the project had already been promoted twice via paid search and social media advertising with no measurable results. We conducted an in-depth analysis of the previous ad campaigns, the competitive landscape and the tools Horizon Cemagi had been using. It became clear that the current version of the website was ineffective, making paid search ads unproductive as well.
- We studied how competitors marketed their properties and analyzed their sales funnels. We identified key social media channels other real estate developments were using to promote themselves. We noted both the most successful ad creatives across platforms and those that were discontinued.
- We developed a comprehensive sales funnel for the project and, together with the client, decided to launch a lead generation campaign via social media. Interested users would submit an inquiry, receive a project presentation and have the opportunity for direct communication with Horizon Cemagi representatives.
- We created a media plan and selected the tools that would be most effective for lead generation. The campaign focused on two social media networks where we could effectively engage with the target audience. We aimed to keep the cost per lead within a competitive range of $15-$20.
segmentation of the target audience and development of advertising creatives
The Horizon Cemagi team provided us with a detailed profile of the potential apartment buyer, allowing us to segment the target audience and define the available targeting parameters on social media.
- Our primary focus was on demographic characteristics: users aged 28-60 who had recently been to or were living in Indonesia or Bali and spoke either English or Russian. We planned to expand the audience’s geography and language in the future.
- Professional and financial status was also critical: to market expensive apartments, we targeted business owners, senior managers, professional or private investors.
- We identified interests, values, and behaviors: we mapped out a range of characteristics, locations, brands and habits available for targeting that would define our audience.
- Finally, we categorized segments based on the buyer’s purpose for the apartments — investment, rental, or personal use.
This resulted in more than a dozen audience segments, each of which had its own tailored copy and creatives. We utilized all available ad formats across platforms: static banners, carousel ads and video placements in prime locations.
campaign launch
In preparation for the campaign, we not only launched the ads but also set up the accounts, pages and lead forms for the project. This work was carried out simultaneously with creative development. The result was a fully populated social media page containing key project information along with several posts about the apartments.
The lead forms were created in both Russian and English and were linked directly to the client’s CRM system. This allowed the sales team to instantly receive new leads from social media, knowing which language campaign the lead originated from.
To conduct effective A/B testing, we segmented the audience and deployed all types of creatives at launch.
campaign optimization
Once the campaigns were live and had undergone a few days of learning, we began the optimization process, which continued until the project concluded.
- Phase 1: Internal Optimization Based on CTR, CPC, and CPL
We regularly monitored data from the ad platforms on click-through rates, reach, cost per click and cost per lead for each ad. By eliminating the least effective segments and creatives, we reduced the final cost per lead to $8.50 from $12 after the first learning phase.
- Phase 2: Optimization Based on Sales Team Feedback
A key factor in improving lead generation campaigns is receiving timely and regular feedback from the client’s sales team. With this feedback, we were able to compare data and scale the most successful campaigns, which attracted the most engaged and interested
results
In one month, we exceeded the initial target by 175%, delivering over 200 inquiries to the client. Not only did we successfully implement the campaign, but we also created a wealth of data for future optimization based on feedback from potential and engaged buyers.
Horizon Cemagi is a luxury beachfront apartment development located in Bali’s emerging and promising Cemagi area.
With units starting at $205,000, the project boasts a range of advantages we leveraged in the ad campaign, such as small unit sizes, various convenient floor plans and European-level service. The location is also a key selling point — only 500 meters away from the future innovation hub Nuanu and 80 km from Asia’s largest theme park under construction by Paramount.
Despite these benefits, the campaign had its challenges: high competition in Bali’s booming real estate market, limited brand recognition for the developer compared to competitors, restrictions on running ads targeting Russian users on several platforms and the specific nature of the target audience.
tasks of the agency
- Generate leads from potential buyers for 18 apartments
- Increase awareness and visibility of the developer’s project in the Bali market
- Provide consulting services to optimize the full sales cycle and CRM integration
analysis & preparation
When we started working with Horizon Cemagi, the project had already been promoted twice via paid search and social media advertising with no measurable results. We conducted an in-depth analysis of the previous ad campaigns, the competitive landscape and the tools Horizon Cemagi had been using. It became clear that the current version of the website was ineffective, making paid search ads unproductive as well.
- We studied how competitors marketed their properties and analyzed their sales funnels. We identified key social media channels other real estate developments were using to promote themselves. We noted both the most successful ad creatives across platforms and those that were discontinued.
- We developed a comprehensive sales funnel for the project and, together with the client, decided to launch a lead generation campaign via social media. Interested users would submit an inquiry, receive a project presentation and have the opportunity for direct communication with Horizon Cemagi representatives.
- We created a media plan and selected the tools that would be most effective for lead generation. The campaign focused on two social media networks where we could effectively engage with the target audience. We aimed to keep the cost per lead within a competitive range of $15-$20.
audience segmentation & ad creative development
The Horizon Cemagi team provided us with a detailed profile of the potential apartment buyer, allowing us to segment the target audience and define the available targeting parameters on social media.
- Our primary focus was on demographic characteristics: users aged 28-60 who had recently been to or were living in Indonesia or Bali and spoke either English or Russian. We planned to expand the audience’s geography and language in the future.
- Professional and financial status was also critical: to market expensive apartments, we targeted business owners, senior managers, professional or private investors.
- We identified interests, values, and behaviors: we mapped out a range of characteristics, locations, brands and habits available for targeting that would define our audience.
- Finally, we categorized segments based on the buyer’s purpose for the apartments — investment, rental, or personal use.
This resulted in more than a dozen audience segments, each of which had its own tailored copy and creatives. We utilized all available ad formats across platforms: static banners, carousel ads and video placements in prime locations.
campaign launch
In preparation for the campaign, we not only launched the ads but also set up the accounts, pages and lead forms for the project. This work was carried out simultaneously with creative development. The result was a fully populated social media page containing key project information along with several posts about the apartments.
The lead forms were created in both Russian and English and were linked directly to the client’s CRM system. This allowed the sales team to instantly receive new leads from social media, knowing which language campaign the lead originated from.
To conduct effective A/B testing, we segmented the audience and deployed all types of creatives at launch.
campaign optimization
Once the campaigns were live and had undergone a few days of learning, we began the optimization process, which continued until the project concluded.
- Phase 1: Internal Optimization Based on CTR, CPC, and CPL
We regularly monitored data from the ad platforms on click-through rates, reach, cost per click and cost per lead for each ad. By eliminating the least effective segments and creatives, we reduced the final cost per lead to $8.50 from $12 after the first learning phase.
- Phase 2: Optimization Based on Sales Team Feedback
A key factor in improving lead generation campaigns is receiving timely and regular feedback from the client’s sales team. With this feedback, we were able to compare data and scale the most successful campaigns, which attracted the most engaged and interested buyers, while excluding those who did not respond after receiving the presentation.
results
In one month, we exceeded the initial target by 175%, delivering over 200 inquiries to the client. Not only did we successfully implement the campaign, but we also created a wealth of data for future optimization based on feedback from potential and engaged buyers.