What separates real estate ads that book visits from ads that collect junk leads
Most project ads on Meta promise "luxury living" and a price that is not the price. They get leads — lead forms are easy to fill — and the presales team spends the week discovering that none of them were serious. Copy that qualifies as it attracts costs a little more per lead and far less per site visit.
Meta
- Primary text: the real starting price and the configuration in the first line, before the fold.
- Headline: location anchor + configuration. 40 characters is the safe limit.
- One reason to act now that is true: a launch date, a limited inventory count, a scheme with an end date.
- RERA number in the text, not just the creative.
Google Search
- Match headlines to what the buyer typed: "2 BHK in Hinjewadi" ranks and converts better than the project name alone.
- Use all 15 headline slots with distinct angles — price, location, possession, developer, offer — so Google can assemble the right ad per query.
- Pin the RERA-compliant price headline if the project has a strict price disclosure policy.
Compliance
Section 12 of RERA makes a promoter liable for advertisements that mislead, and the ASCI guidelines for real estate ads require that price, area and possession claims be verifiable. We write to that standard, which also happens to be what a serious buyer is looking for.
Once the ads are live, the channel ROI calculator will tell you whether the leads they bring are cheaper at the booking level than the other channels, which is the only level that matters.