The project's main challenge
The client Familypark / Park Residence is a gated residential town in Bucha (Kyiv region). The product is multi-format: apartments (from 24 m²), duplexes, townhouses, cottages. Geography — Kyiv and the region.
The audience is mixed: families with children (safety, gated grounds, a school nearby), displaced persons (move-in-ready housing with documents), the IT sector (comfort, quiet, a study) and investors (to rent out or resell). The task — a flow of qualified leads via a multichannel approach.
The main challenge — filter out the non-target audience (those after cheap resale or rentals) and warm up those just considering country living. The niche: selling expensive real estate — a long cycle, a high ticket, where lead quality matters more than impression volume.
Strategy: the See — Think — Do funnel
See — reach & emotion
Facebook & Instagram: show the 'new life' (forest, terrace, comfort). Targeting by broad interests and Look-alikes, 1:1 and 4:5 feed banners.
Think — comparison
Facebook/Instagram + Google Display: carousels 'Top-3 duplex layouts', 'Apartments with terraces' — 20+ options in a single ad.
Do — purchase
Google Search: intercepting hot demand on commercial queries when the client is already choosing.
Implementation
Technical setup and analytics: configured GA4 and Google Tag Manager, implemented macro- and micro-conversion tracking (call, form, messengers, layout downloads), built semantics with clustering ('apartments' / 'houses' / 'investments') and start-up negative-keyword cleanup.
The client had two sites — Park Residence (townhouses, country homes) and FamilyPark (apartments). Each unit is an expensive lot, so it was vital to build a steady client flow at a low click cost. We prepared briefs and launched banners for all placements.
First-month results
| Metric | Value |
|---|---|
| Search CTR | 8.74% (apartments) / 7.03% (houses) / 5.30% (cottages) |
| Deal cost | 3,770 UAH (direct conversions) |
| Social reach | 10,000+ unique; site visit — up to 7 cents |
| Outcome | sold one of the most expensive units (a cottage) in the first month |
Source: Google Ads + Meta Ads, GA4 for Familypark / Park Residence, 16.05–17.06.2025.
In the first month the campaign hit its planned KPIs. The high search CTR resulted from precise headline work and from Facebook delivering a 'warmed-up' audience at the top of the funnel, which produced an unusually high Google CTR. Hot demand: 'Search: Apartments' — CTR 8.74% / CPC 9.77 UAH; 'Search: Houses' — CTR 7.03% / CPC 8.75 UAH. Social provided 10,000+ reach with site visits down to 7 cents.
Project team
The project was run by Alyona Polyukhovich — PPC and targeting (PPC + Meta). Full team and roles on the 'About' page.
What's next
A similar real-estate case: promotion of a real-estate agency in Cyprus. Selling real estate? The concrete next step is to discuss a multichannel strategy for your units.