Maximizing ROI in Real Estate: +58% Conversions and –15% CPA Through Google AI and Smart Bidding

Brand	Banovo Brdo Residences
Agency	SmartWeb
Industry	Real Estate
Geography	Serbia
Tools	Performance Max, Demand Gen, Smart Bidding, Search

Objective

Banovo Brdo Residences is a new residential development in Belgrade aiming to generate a high volume of qualified inquiries for its housing units. To successfully enter a competitive market, the brand needed to build awareness, engage potential buyers, and convert interest into high-quality leads — while maintaining cost efficiency and a strong return on investment.

The brand faced several key challenges:

Entering a highly competitive real estate market with many similar offerings
The need to capture both upper-funnel attention and lower-funnel intent
Balancing lead quality with cost-efficiency (CPL/CPA)
Reaching the right audience segments with relevant messaging across channels
Creating a seamless user journey from discovery to inquiry

Solution

To generate high-quality inquiries and maximize return on ad spend, SmartWeb and Admixer Media implemented a full-funnel Google Ads strategy for Banovo Brdo Residences, combining Demand Gen, Search, and Performance Max (PMax) campaigns into a single Power Pair framework.

The setup included:

Demand Gen Campaign – Focused on creating awareness/consideration and driving initial demand among potential homebuyers
Search & PMax Power Pair – Designed to capture high-intent users actively searching for real estate and convert them into qualified leads
Smart Bidding Strategies – Leveraged Max Conversions and Target CPA to optimize performance and cost-efficiency
First-Party Data Integration – Used customer match lists, enhanced conversions, and the Google Tag to improve lead quality and targeting accuracy
Optimized Creative Assets – Deployed high-impact video and image ads with “Excellent” ad strength across Google surfaces

Results

The full-funnel Google Ads strategy delivered outstanding results for Banovo Brdo Residences, driving strong growth across all key metrics in Q3 2025:

+78.68% increase in impressions
+48.39% increase in clicks
+58.28% increase in conversions
+30.77% higher CTR
–14.7% decrease in CPA
–7.13% decrease in CPC

By connecting upper- and lower-funnel activities and leveraging first-party data, SmartWeb successfully combined reach and efficiency, generating a strong volume of qualified leads and building a sustainable model for continued growth.