01 — Challenge
The Brief
Harbor Group was launching three residential towers simultaneously — a complex, high-value product with long sales cycles and a diverse international buyer profile. Their previous agency had achieved a 1.8x ROAS with generic display campaigns and a generic contact form. The cost-per-lead was $1,400. They needed a complete overhaul.
02 — Approach
How We Did It
We rebuilt the entire funnel from scratch. Landing pages were designed per tower, per buyer profile, and per market — not one-size-fits-all. The media strategy used a combination of Meta, Google, and programmatic placements, with strict audience segmentation by buyer nationality, income indicator, and search intent signals. Lead qualification was built into the funnel itself: multi-step forms with progressive profiling filtered out unqualified inquiries before they reached the sales team.
03 — Process
The Workflow
Audit
Full audit of existing campaigns, landing pages, and CRM data. Identified that 60% of leads were unqualified — wrong nationality, wrong budget tier.
Funnel Design
Landing page architecture per tower per audience segment. Multi-step lead forms with progressive profiling. CRM integration.
Media Strategy
Audience matrix by nationality (UAE, UK, India, Russia), intent signals, and income indicators. Budget allocation across Meta, Google, and programmatic.
Launch & Optimise
Phased launch across three towers. Weekly creative testing, bid strategy optimisation, and audience refinement based on lead quality feedback from sales.
Reporting
Live analytics dashboard, weekly calls with the Harbor sales team, monthly board-level performance summaries.
04 — Results
The Outcome
Over four months, the campaigns generated $38M in qualified pipeline. ROAS reached 5.1x. Cost-per-lead dropped from $1,400 to $782 — a 44% reduction. The sales team reported that lead quality was materially higher than anything they had received from previous campaigns.
Before vs After
05 — Deliverables
What We Built
Timeline: 4 Months
Team: Strategy, Media Buying, Design, Analytics
- 01Campaign Strategy Document
- 026 Dedicated Landing Pages
- 03Multi-Step Lead Qualification Forms
- 04Meta Campaigns (9 ad sets)
- 05Google Search + Display Campaigns
- 06Programmatic Display
- 07Analytics Dashboard
- 08Weekly Optimisation Reports
