Comprehensive lead-generation analysis across 16 SOBO & Central region campaigns — spend efficiency, per-campaign health, and a clear action plan for the upcoming cycle.
| # | Campaign | Status | Leads | Cost / Lead | Spent (INR) | Reach | Freq | CPM | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Mahindra Mahalaxmi - SOBO | Active | 12 | ₹1,541 | 18,492 | 46,744 | 4 | 111 | 685 |
| 2 | Parel - Sewri New - SOBO | Active | 5 | ₹3,862 | 19,309 | 29,464 | 2 | 272 | 526 |
| 3 | L&T Mahalaxmi 7 FEB - SOBO | Active | 35 | ₹667 | 23,357 | 26,125 | 2 | 358 | 456 |
| 4 | Wadala 01/05 - SOBO | Active | 32 | ₹925 | 29,615 | 26,754 | 2 | 462 | 769 |
| 5 | ICC Tower 3 - SOBO | Active | 39 | ₹620 | 24,192 | 19,353 | 3 | 410 | 517 |
| 6 | Worli RMKT - SOBO | Active | 36 | ₹730 | 26,297 | 20,693 | 2 | 530 | 387 |
| 7 | Matunga Projects - SOBO | Active | 13 | ₹988 | 12,846 | 31,983 | 2 | 261 | 316 |
| 8 | Roha Chembur 15 Jul - Central | Inactive | 4 | ₹2,035 | 8,140 | 20,684 | 2 | 169 | 404 |
| 9 | Bandra - Hiranandani - SOBO | Active | 5 | ₹2,282 | 11,412 | 16,264 | 3 | 263 | 266 |
| 10 | Chembur - Central | Active | 54 | ₹341 | 18,439 | 12,728 | 3 | 563 | 391 |
| 11 | Runwal 7 Mahalaxmi - SOBO | Inactive | 7 | ₹458 | 3,208 | 12,287 | 2 | 118 | 130 |
| 12 | Adityaraj Chembur 30 May - Central | Active | 50 | ₹335 | 16,750 | 7,367 | 3 | 668 | 329 |
| 13 | Bsafal Chembur - Central | Inactive | 4 | ₹1,797 | 7,187 | 9,218 | 2 | 317 | 140 |
| 14 | Supreme Boulevard 13 Aug - Central | Inactive | 1 | ₹4,021 | 4,021 | 9,372 | 2 | 187 | 130 |
| 15 | Trans India GMD - Central | Inactive | 9 | ₹537 | 4,829 | 8,266 | 3 | 231 | 134 |
| 16 | Hubtown Rising City - Central | Inactive | 3 | ₹1,010 | 3,031 | 5,683 | 2 | 317 | 93 |
54 leads @ ₹341 CPL — the single highest lead count with near-best efficiency. Core campaign to protect and scale.
50 leads @ ₹335 CPL — the cheapest lead in the account thanks to hyper-local targeting and focused creative.
46,744 reach @ CPM ₹111 — cheapest impressions but CPL ₹1,541 shows strong top-of-funnel, weak conversion.
1 lead @ ₹4,021 — 21,448 impressions for one form fill. Correctly paused, but don't relaunch without fresh creative & targeting.
Both ₹3,862 and ₹2,282 CPL with high traffic. Volume of clicks isn't converting — landing page / offer review needed.
Mahindra Mahalaxmi ran at frequency 4. Rising frequency = ad fatigue; refresh creative or re-audience before scaling.
Shift the account toward hyper-local, high-intent lead generation. Currently the account spends 73% of budget on SOBO at ₹917 CPL, while Central delivers leads at nearly half the cost (₹499). Reallocating even 20% of SOBO budget to proven Central performers could cut overall CPL by ~20-25% without reducing lead volume.
Chembur - Central (54 leads, ₹341) and Adityaraj Chembur (50 leads, ₹335) are the account's best ROI. Increase daily budget and broaden lookalike/retargeting pools around their converting audiences.
High PriorityMove spend from weak SOBO campaigns (Parel, Bandra, Mahindra Mahalaxmi at ₹1,500+) into the Central winners and the healthy SOBO mid-tier (ICC Tower 3 ₹620, L&T ₹667, Worli ₹730, Wadala ₹925).
Budget ShiftThese SOBO campaigns deliver volume at a healthy CPL. Keep them running, but monitor frequency (2-3 is fine) and refresh creative every 2-3 weeks to avoid fatigue.
Keep ActiveRunwal 7 (₹458) and Trans India GMD (₹537) were efficient before being paused. Relaunch these on a small test budget with fresh creative — they were stopped, not because of poor CPL, but likely campaign timing.
Test RelaunchCopy the winning formula from Chembur & Adityaraj: neighbourhood-specific messaging, project USPs, and clear CTA. Localised creative outperforms broad brand ads on CPL every time.
CreativeCap frequency at ~3 to prevent fatigue (Mahindra hit 4). Track not just lead count but qualified leads & call-handled rate to ensure volume converts to sales.
Ongoing₹4,021 per lead with 21,448 impressions — the worst performer. Don't turn it back on without a complete revamp: new creative, sharper targeting, and a stricter CPL cap (e.g. ₹800).
Do Not RelaunchParel (₹3,862) and Bandra-Hiranandani (₹2,282) burn budget with minimal conversion. Stop scaling until the landing page + offer is fixed — or pause entirely.
Cut SpendSOBO generates 59% of leads but at 2x the cost of Central. Don't aggressively scale all SOBO — only the healthy mid-tier. Set a hard CPL ceiling (₹1,000) per SOBO campaign.
GuardrailMahindra Mahalaxmi peaked at frequency 4 with only 12 leads from 46K reach. Avoid paying for repeated low-intent impressions — refresh creative or narrow the audience.
Avoid FatigueNever optimise solely for the lowest CPL if leads don't qualify. Add a quality score by source and pause campaigns that generate unverifiable or spam leads (link with the PPC spam-blocking system).
Quality CheckChembur and Adityaraj look great on CPL — don't over-restrict them out of caution. Their CPM is high because targeting is specific; the CPL & volume justify the spend.
Justified High CPM