Most real estate ads look the same: a render, “luxury living”, and a phone number. The ads that get enquiries answer a buyer’s real questions — where, how much, how far, and can I trust this builder. Here are twelve ideas we use for Indian projects, and the rules that apply to all of them.

Before you design: three rules

  • RERA number on every creative. Ads for registered projects should carry the project’s RERA registration number, and the QR code where the state requires it. CPs should add their RERA agent number.
  • No claims you can’t back up. Possession dates, amenities and “assured returns” get projects into trouble with RERA and the Advertising Standards Council of India.
  • Check Meta’s housing ad rules. If Meta’s Special Ad Category for housing applies, targeting by age, gender and precise location is limited, so the creative has to do more of the work.

Video ads (1–4)

  1. The 30-second walkthrough. Entrance, living room, balcony view, kitchen — filmed in the sample flat on a phone gimbal. End on the price band and “Get the price sheet on WhatsApp”.
  2. The commute video. Drive or walk from the nearest metro station or expressway exit to the site, with a timer on screen. It answers “how far is it really?” better than any map.
  3. Construction progress. Monthly site footage with the date on screen. For under-construction projects, it is one of the strongest trust signals you can show.
  4. The site-visit invitation. A salesperson on camera inviting viewers for a weekend visit, naming the pickup point and the offer. Personal and simple, and good for retargeting.

Static and carousel ads (5–9)

  1. Price-band static. “2 & 3 BHK in [locality] from ₹X lakh*” with the RERA number. Showing the price filters out buyers outside your budget before they enquire.
  2. Location map with drive times. Your project in the middle, and five nearby places with minutes by car. Buyers compare localities this way.
  3. Floor plan carousel. One card per unit type with carpet area and a simple layout. Useful for configuration-focused audiences.
  4. Payment plan explainer. How much at booking, during construction and at possession, in plain numbers. Works well for first-time buyers.
  5. Festive offer creative. Navratri, Dussehra and Diwali are traditional buying periods. Keep the offer specific and put the terms on the landing page.

Search ads don’t need design, but the wording matters. Three patterns:

  1. Project-name ad: “[Project] – Official Site | 2 & 3 BHK from ₹X Lakh | RERA Registered”. Protects your name from competitors bidding on it.
  2. Locality ad: “3 BHK in [Locality] | Near [Metro] | Possession [Year]”. Matches how buyers search.
  3. Ready-to-move ad: “Ready to Move 2 BHK in [Locality] | Visit This Weekend”. For inventory with OC, this intent converts quickly.

Always send these to a project landing page that repeats the ad’s promise, not the homepage.

Copy formulas that work for property

  • Where + what + how much: “3 BHK near Sector 51 Metro from ₹X Cr”.
  • Problem + answer: “Tired of a 90-minute commute? 12 minutes to the expressway.”
  • Proof: “Tower B – 18 floors complete. See this month’s site video.”
  • One clear action: “Get the price sheet on WhatsApp” beats “Enquire now”.

Common mistakes

  • Renders only, with no real photos or video of the site.
  • “Price on request”, which attracts curiosity instead of buyers.
  • Ten amenities on one creative, and nothing about location.
  • Sending every ad to the same generic page.
  • Measuring ads on clicks or cost per lead instead of site visits.

Creative is one part of a campaign. For how we structure the rest — keywords, bidding and tracking — see the example launch ads plan or our Meta and Google ads service.