Google Ads vs Programmatic Ads
Google Ads vs. Programmatic Ads for Real Estate in Pakistan By Siraj Dawar, Digital Marketing Manager
A Lahore-based real estate developer aimed to promote mixed-use properties (affordable housing to luxury apartments) targeting middle-class families, overseas Pakistani investors, and local entrepreneurs. The goal was to drive property inquiries and bookings while maintaining a cost-per-lead (CPL) below $50.
Campaign Objectives
- Generate 500+ qualified leads in 3 months.
- Achieve a 7%+ conversion rate from inquiries to site visits.
- Optimize ROAS to 5:1.
Campaign Setup
| Google Ads | Programmatic Ads (via DV360) | |
|---|---|---|
|
Ad Types |
Search Ads: Keywords like “affordable housing Lahore,” “invest in Islamabad real estate,” “best plots Karachi.” Display Retargeting: Dynamic ads for users who visited property pages. YouTube Ads: Video tours of housing societies and developer testimonials. |
Display Banners: On Pakistani news portals (Dawn, Jang), property portals (Zameen.com), and finance blogs. Native Ads: Sponsored articles about “Top 5 Investment Opportunities in Lahore.” Geofencing: Ads near competitor property exhibitions in Karachi/Islamabad. |
|
Audience Targeting |
|
|
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Budget |
$8,000/month |
$8,000/month |
Key Metrics Comparison
| Metric | Google Ads | Programmatic Ads |
|---|---|---|
|
CTR |
2.1% |
0.4% |
|
CPC |
$0.35 |
$0.90 |
|
Conversion Rate |
8% |
12% |
|
ROAS |
5.5:1 |
4:1 |
|
Cost Per Lead |
$38 |
$72 |
|
Impressions |
620,000 |
850,000 |
|
Lead Quality |
50% qualified |
65% qualified |
Analysis & Learnings
Google Ads Strengths
Cost Efficiency: Achieved a $38 CPL, ideal for budget-conscious campaigns.
High Intent Traffic: Search Ads captured users actively seeking properties (e.g., “installment plans Lahore”).
YouTube Impact: Video ads drove a 20% increase in inquiries from overseas Pakistanis.
Weaknesses:
Lower lead quality (50%) due to broad search terms attracting speculative buyers.
Limited reach to older demographics (45+).
Programmatic Ads Strengths
Premium Lead Quality: 65% of leads were serious buyers, driven by contextual targeting on Zameen.com and Dawn.
Brand Authority: Native ads on reputable sites boosted developer credibility.
Geofencing Success: 15% of conversions came from users near competitor events.
Key Learnings
Audience Intent vs. Scale:
Google Ads dominated in capturing high-intent, lower-budget buyers.
Programmatic Ads reached niche audiences (overseas investors) but at higher costs.
Creative Localization:
Urdu-language CTAs in Display Ads improved CTR by 25% among local audiences.
Video testimonials from existing buyers boosted trust in YouTube Ads.
Retargeting Synergy:
Users who clicked on Programmatic Ads but didn’t convert were retargeted via Google Search Ads, reducing CPL by 18%.
Strategic Optimization
Budget Split:
60% to Google Ads (for volume and cost efficiency).
40% to Programmatic Ads (for high-value leads).
A/B Testing:
Tested “rent-to-own” vs. “luxury apartment” messaging; the former resonated with 65% of local leads.
CRM Integration:
Used HubSpot to tag leads by source, prioritizing follow-ups for Programmatic-generated leads.
Results:
Google Ads contributed 380 leads (55% of total), with 6.8% converting to bookings.
Programmatic Ads delivered 220 leads but accounted for 45% of closed deals due to higher lead quality. Combined ROAS reached 5:1, exceeding the target by 20%.
Conclusion
For Pakistan’s price-sensitive real estate market, Google Ads outperformed Programmatic in volume and cost efficiency, making it ideal for mass awareness and mid-funnel engagement. However, Programmatic Ads secured premium buyers and overseas investors, justifying its higher CPL. The synergy of both platforms, enhanced by localized creatives and CRM-driven lead nurturing, resulted in a 22% increase in sales within 90 days.
Tools Used: Google Ads, Display & Video 360, Google Analytics GA4, SEMRush, HubSpot CRM.
Skills Applied: Intent-Based Targeting, Geofencing, Multilingual Campaigns, Retargeting.