Overview
Client: Lancaster New City Cavite
Industry: Real Estate Development
Market: Philippines
Challenge: Build brand awareness for property developments and drive qualified leads
Industry: Real Estate Development
Market: Philippines
Challenge: Build brand awareness for property developments and drive qualified leads
The Challenge
Lancaster New City had quality properties in growing areas outside Metro Manila, but faced the classic real estate marketing problem: how do you build brand awareness and consideration when buyers only purchase property every 5 to 10 years?
Traditional billboards and print ads reached people, but provided no way to measure effectiveness or optimize spend. The company needed a scalable, measurable way to put their brand in front of potential property buyers during the research phase of their journey.
The target audience was specific: middle to upper-middle income families considering properties in Cavite and surrounding areas. These buyers were researching online, comparing developers, and looking at different property locations before making site visits. Lancaster needed visibility during this crucial research phase.
Traditional billboards and print ads reached people, but provided no way to measure effectiveness or optimize spend. The company needed a scalable, measurable way to put their brand in front of potential property buyers during the research phase of their journey.
The target audience was specific: middle to upper-middle income families considering properties in Cavite and surrounding areas. These buyers were researching online, comparing developers, and looking at different property locations before making site visits. Lancaster needed visibility during this crucial research phase.
Our Approach
We used Google Display Network to reach potential property buyers across their research journey. The strategy focused on building brand awareness first, then driving consideration through remarketing to engaged audiences.
Rather than trying to drive immediate conversions (unrealistic for high-ticket real estate), we optimized for brand metrics: impressions among target audiences, engagement with display ads, and website visits where people could learn more about developments.
Creative design was critical for luxury real estate. We developed high-quality visual ads showcasing properties, amenities, and lifestyle benefits. The ads needed to communicate quality and aspiration in a crowded display advertising landscape.
Rather than trying to drive immediate conversions (unrealistic for high-ticket real estate), we optimized for brand metrics: impressions among target audiences, engagement with display ads, and website visits where people could learn more about developments.
Creative design was critical for luxury real estate. We developed high-quality visual ads showcasing properties, amenities, and lifestyle benefits. The ads needed to communicate quality and aspiration in a crowded display advertising landscape.
What We Did
Campaign Planning
- ✓Identified target demographics using Google Audience insights
- ✓Mapped customer journey from initial awareness to site visit
- ✓Set ambitious but achievable targets for impressions and clicks
- ✓Developed creative strategy aligned with brand positioning
- ✓Established measurement framework for brand awareness impact
Audience Targeting
- ✓In-market audiences for real estate and property investment
- ✓Affinity audiences matching demographic profiles
- ✓Geographic targeting for Metro Manila and surrounding provinces
- ✓Custom intent audiences based on property search behavior
- ✓Remarketing audiences for website visitors
Creative Development
- ✓Designed responsive display ads in multiple sizes
- ✓Created property-specific ads highlighting key developments
- ✓Developed lifestyle-focused creative showcasing community amenities
- ✓Built urgency messaging for limited property availability
- ✓Tested multiple creative variations for each audience segment
Campaign Optimization
- ✓Monitored performance daily during launch phase
- ✓Optimized placements based on engagement quality
- ✓Adjusted bids for best-performing audience segments
- ✓Rotated creative to prevent ad fatigue
- ✓Refined targeting based on conversion data
- ✓Scaled budget to highest-performing segments
The Results
The campaign exceeded all planned targets for brand awareness:
Impression Performance
Impression Performance
- ✓Delivered 179% of planned impressions
- ✓Reached target demographics with frequency optimization
- ✓Maintained viewability above industry benchmarks
- ✓Achieved strong brand lift among exposed audiences
Engagement Metrics
- ✓Generated 167% of expected clicks
- ✓Achieved click-through rates 40% above industry average for real estate
- ✓Strong engagement from in-market property buyers
- ✓High-quality traffic evidenced by session duration and page views
Brand Impact
- ✓Measurable increase in branded search queries during campaign
- ✓Higher brand awareness in post-campaign surveys
- ✓Increased direct website traffic correlated with display exposure
- ✓More informed leads arriving through organic and direct channels
Cost Efficiency
- ✓Achieved all objectives within planned budget
- ✓Cost per impression below market average
- ✓Strong return on ad spend for awareness campaign
- ✓Efficient use of budget across multiple audience segments
What Made This Work
Targeting was the foundation. We did not just run ads to everyone. We focused on people actively researching property purchases, showing specific interest in real estate investment, or matching the demographic and geographic profile of likely buyers.
Creative quality mattered enormously for a real estate brand. The ads needed to look as premium as the properties. High-quality imagery, clean design, and aspirational messaging communicated that Lancaster developments were worth considering alongside more established competitors.
We also set appropriate success metrics for the campaign objective. This was about brand awareness, not immediate conversions. Trying to optimize for sales from display would have failed. Instead, we focused on impressions, engagement, and driving qualified traffic to the website where people could explore developments in depth.
Continuous optimization improved performance throughout the campaign. We identified which audiences engaged most, which creative performed best, and where ads appeared most effectively. Then we shifted budget toward what worked and away from what did not.
Creative quality mattered enormously for a real estate brand. The ads needed to look as premium as the properties. High-quality imagery, clean design, and aspirational messaging communicated that Lancaster developments were worth considering alongside more established competitors.
We also set appropriate success metrics for the campaign objective. This was about brand awareness, not immediate conversions. Trying to optimize for sales from display would have failed. Instead, we focused on impressions, engagement, and driving qualified traffic to the website where people could explore developments in depth.
Continuous optimization improved performance throughout the campaign. We identified which audiences engaged most, which creative performed best, and where ads appeared most effectively. Then we shifted budget toward what worked and away from what did not.
Lessons for Real Estate Developers
Display advertising builds awareness at scale. For high-consideration purchases like real estate, being top-of-mind during the research phase is crucial. Display ads put your brand in front of potential buyers throughout their journey.
Target the right audience, not the biggest audience. Broad targeting wastes budget. Focus on people showing real estate intent, matching demographic criteria, or already familiar with your brand through remarketing.
Creative quality reflects brand positioning. For premium real estate, ads must look premium. Invest in high-quality imagery and professional design. Your ads are often the first brand impression.
Optimize for the right metrics. Display awareness campaigns should not be judged on immediate conversions. Focus on impressions, engagement, brand lift, and driving qualified traffic to your website.
Remarketing captures consideration. People research properties over weeks or months. Remarketing keeps your brand visible throughout that journey, increasing the likelihood they visit your development when ready.
Test and optimize continuously. Try multiple creative variations, audience segments, and placements. Let data show what works, then shift budget accordingly. Small optimizations compound over campaign duration.
Target the right audience, not the biggest audience. Broad targeting wastes budget. Focus on people showing real estate intent, matching demographic criteria, or already familiar with your brand through remarketing.
Creative quality reflects brand positioning. For premium real estate, ads must look premium. Invest in high-quality imagery and professional design. Your ads are often the first brand impression.
Optimize for the right metrics. Display awareness campaigns should not be judged on immediate conversions. Focus on impressions, engagement, brand lift, and driving qualified traffic to your website.
Remarketing captures consideration. People research properties over weeks or months. Remarketing keeps your brand visible throughout that journey, increasing the likelihood they visit your development when ready.
Test and optimize continuously. Try multiple creative variations, audience segments, and placements. Let data show what works, then shift budget accordingly. Small optimizations compound over campaign duration.
Services Delivered
- ✓Google Display Campaign Strategy and Management
- ✓Audience Research and Targeting
- ✓Display Creative Design and Development
- ✓Campaign Optimization and Performance Management
- ✓Brand Awareness Measurement
- ✓Conversion Tracking and Attribution
Ready to Transform Your Digital Presence?
Let’s create similar results for your business. Our data-driven approach delivers measurable growth.