Meta and Google ads plan for a new 2/3 BHK launch in Noida Extension
Scenario: A hypothetical RERA-registered, mid-segment project with 2 and 3 BHK apartments in Greater Noida West (Noida Extension). The goal for the first 90 days is a steady flow of qualified site visits. The project, budget and all planning figures are illustrative. This is not a client case study.
Research: what buyers actually search
Before building campaigns we pull search data for the locality, configuration and project themes. For this area, Google Ads data for India (September 2026) shows about 320 searches a month for “2 bhk flat in noida extension” — a small but very specific audience that is close to buying.
A brand-new project name has almost no searches at launch, so early Google volume comes from locality and configuration searches. Project-name searches grow once Meta ads, hoardings and CPs start spreading the name — which is why the two channels are planned together.
- Locality searches: “flats in noida extension”, “3 bhk greater noida west”, “flats near [metro station or landmark]”.
- Configuration and budget searches: “2 bhk under [budget] greater noida west”, “ready to move 3 bhk noida extension”.
- Project searches (grow after launch): “[project name]”, “[project name] price”, “[project name] floor plan”.
- Competing projects buyers compare against, found by checking who advertises on the same searches.
Google Search campaign structure
| Campaign | Ad groups | Match types | Why |
|---|---|---|---|
| Project name | Name · Name + price · Name + floor plan · Name + location | Exact, phrase | Cheapest, highest-intent clicks once the name is known; stops competitors taking your buyers |
| Locality | 2 BHK Noida Extension · 3 BHK Greater Noida West · Near [landmark] | Phrase, exact | Buyers who have chosen the area but not the project |
| Configuration & budget | Under-budget searches · Ready to move · New launch | Phrase | Buyers filtering by price and possession |
| Competitor projects (test) | Nearby project names | Exact | Only with separate budget and no competitor names in ad text |
- Negative keywords from day one: rent, rental, PG, resale, jobs, salary, 1 RK, plot, commercial, “for sale by owner”, PDF, and portal names for navigational searches.
- Separate ads for each ad group, with the locality, configuration and starting price in the headline and the RERA number in the ad or on the landing page.
- Location targeting on people in or regularly in Delhi NCR, not people merely “interested in” the area, to cut out-of-region clicks.
Bidding: three stages
The key move is stage 2. Until Google and Meta are told which leads became site visits, they optimise for anyone who fills a form. Uploading outcomes from the CRM every week is what shifts spend towards real buyers.
| Stage | Bid strategy | Move on when |
|---|---|---|
| 1. Learning (weeks 1–3) | Maximise conversions on the enquiry form and WhatsApp click | Enough conversions for the platform to learn — Google commonly suggests around 30 in 30 days |
| 2. Quality (weeks 3–8) | Import offline conversions from the CRM: qualified lead and site visit done | Site-visit conversions are being uploaded every week |
| 3. Efficiency (week 8+) | Target CPA on qualified leads or site visits; test Performance Max only with brand exclusions and offline data | Cost per site visit is stable for several weeks |
Meta campaign structure
| Campaign | Setup | Purpose |
|---|---|---|
| Launch leads | Instant form with “higher intent” review step and 3 qualifying questions | Volume of named, qualified enquiries |
| Click-to-WhatsApp | Ads open a WhatsApp chat that the chatbot answers instantly | Buyers who won’t fill a form but will chat |
| Retargeting | Landing page visitors (30 days), video viewers (50%+), form openers who didn’t submit | Bring back people who already know the project |
- Qualifying questions: budget band, 2 or 3 BHK, and when they plan to buy.
- If Meta’s Special Ad Category for housing applies, age, gender and detailed location targeting are restricted — the plan relies on creative and retargeting rather than narrow targeting.
- Creatives: a 30–45 second walkthrough reel, real construction-site photos, a location map with drive times, and a price-band static. RERA number on every creative.
Starting budget split (planning assumption)
For a launch with little brand awareness, a starting split of roughly 60% Meta and 40% Google makes sense: Meta builds awareness and volume while Google captures the smaller pool of active searchers. The split moves weekly towards whichever channel produces site visits at the lower cost.
Tracking and lead handling
- GA4 events for form submit, WhatsApp click and call click, marked as key events.
- Meta Pixel with Conversions API, and Google Ads conversion tags, deduplicated.
- Every lead gets an instant WhatsApp reply with the brochure (see the WhatsApp lead-response playbook).
- CRM statuses — contacted, qualified, visit booked, visit done, booked — uploaded to both platforms weekly.
What we report every week
| Metric | Why it matters |
|---|---|
| Leads by campaign | Volume, split by channel and ad group |
| Contact rate | Share of leads reached — shows follow-up problems, not ad problems |
| Qualified leads | Budget and configuration fit, from the form and first call |
| Site visits done | The outcome the sales team cares about |
| Cost per site visit | The number budgets are moved on |
90-day timeline
- Week 0: research, landing page, tracking, WhatsApp automation and creatives ready.
- Weeks 1–3: all campaigns live; daily checks on search terms and lead quality.
- Weeks 3–8: offline conversions flowing; weak ad groups and audiences cut; creatives refreshed.
- Weeks 8–12: budget concentrated on the campaigns with the lowest cost per site visit; retargeting scaled.
Want this set up for your project?
Google Search for buyers already looking, Meta for new launches and retargeting, and reporting on the number that matters to your sales team: cost per site visit.
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