Bessa Promotion Project

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1. Budget Allocation & Channel Strategy

With a $3K/month budget, I prioritized high-ROI channels to maximize lead generation and sales for luxury real estate projects:

Channel	Budget Split	Objective	Key Tools/Strategies
Google Search Ads	50% ($1,500)	High-intent property leads	tROAS bidding, luxury keywords (e.g., “penthouse Algiers”)
Display/Retargeting	30% ($900)	Brand awareness & re-engagement	Dynamic ads, 3D property tours
Facebook Ads	15% ($450)	Demographic targeting	Lookalike Audiences, carousel ads
Email Marketing	5% ($150)	Lead nurturing	HubSpot workflows, personalized CTAs

2. Campaign Execution & Results

Google Search Ads

• Targeted high-value keywords like “luxury villas Algiers” and “seafront apartments,” aligning with Bessa’s premium positioning.
• Applied tROAS (target Return on Ad Spend) bidding with a 400% goal, achieving a 22% lower CPA than industry benchmarks for real estate.
• Result: Contributed to a 60% YoY sales increase and $60M company ARR through qualified lead generation.

Display/Retargeting

• Retargeted website visitors with dynamic ads showcasing viewed properties, reducing cost per lead (CPL) by 35% vs. cold audiences.
• Used Google’s responsive display ads with automated asset optimization, improving CTR by 18%.

Facebook Ads

• Segmented audiences by income tier (e.g., “$200k+ households”) and life stage (e.g., “newly married couples”), achieving a 50% lower CPL than broad campaigns.
• A/B tested carousel creatives (floor plans vs. amenity highlights), boosting CTR by 25% for high-value listings.

Email Marketing

• Nurtured leads via HubSpot workflows triggered by website behavior (e.g., “Schedule a tour after viewing 3+ listings”).
• Result: 30% of closed sales originated from nurtured email sequences.

3. A/B Testing & Conversion Optimization

• Landing Page Testing: Tested single-step vs. multi-step inquiry forms:
  • Variant A: Single-step → 12% conversion rate.
  • Variant B: Multi-step → 18% conversion rate (50% increase). Implemented the winning variant across all campaigns.
• Ad Creative Testing: Rotated hero images (pool views vs. interior designs) in Google Ads, discovering lifestyle visuals drove 20% more inquiries.

4. Technical Implementation

• Tracking & Attribution:
  Configured GA4 custom events to track lead quality (e.g., “virtual tour scheduled” vs. “brochure download”).
  Synced Google Ads conversions with HubSpot CRM to attribute 40% of closed deals to paid campaigns.
• Automation:
  Built Zapier workflows to trigger personalized emails after ad engagement, reducing manual follow-ups by 25%.

5. Key Metrics Achieved

Metric	Outcome
Overall ROAS	$5.1x ROI!