The main challenge of the project
About the project
Client: Familypark / Park Residence — a gated residential town in Bucha (Kyiv region).
Product: Multi-format real estate: apartments (from 24 m²), duplexes, townhouses, cottages.
Geography: Kyiv and the Kyiv region.
Target audience:
- Families with children: looking for safety, a gated area, a school nearby.
- Internally displaced persons (IDPs): interested in ready housing with renovation/documents.
- IT sector: comfort, quiet, internet and a workspace (study) matter.
- Investors: buying to rent out or resell.
Our task was to ensure a flow of qualified leads using a multichannel approach. The main challenge was to filter out the non-target audience (those looking for cheap secondary housing or rentals) and warm up those just considering suburban life.
Expensive lots and a long decision cycle: we had to ensure a steady flow of qualified leads at a low cost per click and filter out non-target demand.
The solution: the See–Think–Do funnel — social media for reach and layout comparison (carousels of 20+ units), Google Search to intercept hot demand with strict segmentation by unit type.
Strategy: the "See — Think — Do" funnel
We split traffic channels by decision-making stage to accompany the client from the first glance to the call.
- See (Reach and Emotion) — Facebook & Instagram:
- Goal: show a picture of "a new life". Hook with visuals (forest, terrace, family comfort).
- Tool: targeted ads by broad interests (real estate, investments, parents) and look-alike audiences.
- Formats: 1:1 and 4:5 banners for the news feed.
- Think (Comparison) — Facebook & Instagram + Google Display:
- Goal: show the variety of layouts and prices.
- Tool: carousel galleries on Facebook/Instagram.
- Creative: selections like "Top 3 duplex layouts", "Apartments with terraces". In a single ad the user could swipe through cards of different units (20+ options).
- Do (Purchase) — Google Search:
- Goal: intercept hot demand.
- Tool: search campaigns with strict segmentation. Someone searching "buy a house" landed strictly on the houses page, not a general one.
Implementation
1. Technical setup and analytics
- Set up Google Analytics 4 and Google Tag Manager.
- Implemented tracking of macro and micro conversions: call, form submission, switch to messengers, layout downloads.
- Collected the semantic core, clustered queries (splitting into "apartments", "houses", "investments"). Cleaned negative keywords at the start.
We had two sites — Park Residence and FamilyPark — and each differed in its units
The Park Residence site featured townhouses and suburban houses.
The second site was a site selling apartments.
Each unit is a fairly expensive lot. And it was important to build a steady client flow to the resource at a low cost per click.
2. Creative preparation
Specs were developed and banners launched for all Google Ads and Meta Ads placements:
- Facebook/Instagram: carousels for the Consideration stage (20 units) and static 1:1 banners.
- Google Display: resizes for the 5 main formats.
- Messages: emphasis on rational USPs — "Bomb shelter", "Installments up to 36 months", "Documents ready", "Gas/Electricity connected".
3. Campaign setup
The account structure was split by unit type and funnel stage:
- Search: separate ad groups for "Houses", "Cottages", "Apartments". This allowed leading the user to a relevant landing page rather than the homepage.
- Display/Remarketing: campaigns to bring back the audience that viewed layouts but did not leave a request.
- Facebook Ads: targeting pre-collected ad audiences with various assets, including photo and video.
1. Facebook & Instagram (Meta Ads)
- Technical part: the Pixel was set up, events created for tracking (product-card view, chat start, lead form).
- Campaign structure:
- Awareness: launching reach campaigns to a cold audience. We used live photos of the town without excess text.
- Consideration: remarketing to site visitors. Users who viewed cottages were shown a carousel of remaining cottages.
- Creatives: 24 static banner variants and carousel sets were developed. Main triggers: "Bomb shelter", "0% installments", "Documents ready".
2. Google Ads (Search & Display)
- Segmentation: campaigns split by property type: "Apartments", "Houses", "Townhouses". A separate "Cottages" (high-end) campaign was singled out.
- Traffic cleaning: excluded queries related to rentals, daily rentals and the cheap segment.
- Analytics: goals set up in Google Analytics 4 (call, form, messengers).
Results
| Metric | Value | |
| Search CTR | 8.74% (apartments) / 7.03% (houses) / 5.30% (cottages) | |
| Cost per deal | 3,770 UAH (direct conversions) | |
| Social reach | 10,000+ unique users; click to site — up to 7 cents | |
| Outcome | one of the most expensive units (a cottage) sold in the very first month | |
Source: Google Ads + Meta Ads, GA4 for Familypark / Park Residence, 16.05–17.06.2025.
Reporting period: 16.05.2025 – 17.06.2025
In the first month of work the campaign reached its planned KPIs. We achieved a high CTR in search thanks to precise headline work. By connecting Facebook at the upper funnel stages, we supplied search with a "warmed-up" audience, which produced an abnormally high CTR in Google.
- Google Ads (hot demand):
- "Search: Apartments" campaign: CTR 8.74% / CPC 9.77 UAH.
- "Search: Houses" campaign: CTR 7.03% / CPC 8.75 UAH.
- "Search: Cottages" campaign: CTR 5.30%.
Direct conversions into deals were obtained at a cost of acquisition of 3,770 UAH.
- Facebook & Instagram (reach and engagement):
Google Ads
- Reach: the ads were seen by more than 10,000 unique users in target locations.
- Engagement: the campaigns provided initial traffic to the site, which then converted via branded queries in search.
- Cost: the average cost per click on social media stayed within profitability, serving as a supplier of cheap traffic for remarketing. For example, a click to the site cost no more than 7 cents.
The "Facebook for reach + Google for conversion" combination worked. We did not try to sell head-on on social media, but used it as a showcase. In search we captured those already ready to buy. This made it possible to reduce the overall cost of customer acquisition and sell one of the most expensive units (a cottage) in the very first month of work.
| Promotion region | Kyiv and the Kyiv region |
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Project team
The project was handled by the SEOquick team:
- Alyona Polyukhovich — paid search & targeting (PPC + Meta)
Full team and roles — on the About page.
What's next
A similar real-estate case: SEO for a Real Estate Agency in Cyprus.
Selling real estate? The concrete next step is to discuss a multichannel strategy for your units.