DRA Homes asked us to bring down a ₹6,500 Google NRI cost per lead. We cut it to ₹2,278 — and built the social audience, creative and lead pipeline around it.
65% lowerGoogle Search cost per lead
943 → 15K+Instagram followers
₹1,172Meta cost per lead
Project Overview
An NRI-facing digital ecosystem, not just another campaign
DRA Homes is a Chennai developer with a portfolio of apartments and plotted developments — and a large audience of NRIs in the Gulf and beyond who want a home, or an investment, back in Chennai.
Services
- Social media
- Content & creative
- Celebrity collaboration
- Google Ads
- Meta Ads
- NRI targeting
- Lead-quality analysis
- Optimisation
Markets
- GCC
- United States
- NRI audiences
Platforms
- Meta Ads
- Google Search
- Performance Max
- 01Lower CPL
- 02Social presence
- 03Creative system
- 04Audience
- 05Paid media
- 06Leads
- 07Lead quality
- 08Optimisation
The Challenge
DRA needed a stronger NRI-facing digital presence and a more efficient way to turn attention in the GCC and US into enquiries. That meant building the audience, the creative and the acquisition engine together.
- 01
Bring the cost per lead down
Google NRI leads were costing ~₹6,500 each. That was the brief.
- 02
Grow the NRI audience
Turn a 943-follower Instagram page into a channel that builds demand.
- 03
Give every project a reason to care
Five developments, five distinct stories for buyers abroad.
The headline result · Google Search
From ₹6.5K to ₹2.28K per lead.
Before Ruckus
₹6,500
Google NRI cost per lead
With Ruckus
₹2,278
Google Search cost per lead
219
leads from Google Search campaigns
₹4,98,956.88
invested in Google Search
₹4,222
saved on every lead
₹9.25L
saved on 219 leads vs. ₹14.24L at the old CPL
Project-level search campaigns, tighter NRI targeting and creative built for buyers abroad brought the cost of a Google Search lead down by about two-thirds — the same budget now buys roughly 2.8× the leads.
Google Ads, Search campaigns total: ₹4,98,956.88 spend, 219 lead-form submissions, ₹2,278.34 cost per lead.
First, build the audience
Instagram grew from 943 to 15K+ followers
943
3 June 2026
15K+
September 2026
@drahomes_nri grew from 943 followers on 3 June 2026 to 15K+ by September 2026 — through a mix of organic content, paid campaigns, social media activity and campaign collaborations.
Starting count as reported by DRA Homes; 15K followers shown on the live Instagram profile.
7,288
new followers in the first month
₹16.60
cost per new follower
5.06L
reel views
Source: Ruckus Meta Follower Growth Report, 1 June – 4 July 2026.
Rashmika Mandanna × DRA Homes
Two films with Rashmika Mandanna — about pride, family and handing over the keys — ran on Instagram as boosted reels. They brought a much larger cultural moment into DRA’s social ecosystem, and turned that attention into followers.
“Few moments in life… gifting a home”
- follows
- 3,716
- likes
- 8,412
- reach
- 1,77,060
“Every home tells a story”
- follows
- 3,621
- likes
- 5,993
- reach
- 1,03,045
The report credits these two reels with almost all of June’s Instagram follows. What they shared: emotional, family-led storytelling, the reel format, and an aspirational NRI theme.
Source: Per-reel figures from the Ruckus Meta Follower Growth Report, 1 June – 4 July 2026 (Instagram, boosted reels).
The creative system
One NRI audience, five projects. Not one generic property ad repeated everywhere — each creative leads with a different proposition.
01 · DRA iHEART · OMR
Global living
“Bang on! OMR is where global living finds a homecoming.”
- Sea-facing
- 3 & 4 BHK
- Lifestyle amenities
02 · DRA Avalon · Sriperumbudur corridor
Investment + connectivity
“Book your Chennai address from anywhere.”
- Plots
- Near Parandur Airport
- CMDA & RERA approved
03 · DRA Marina 100 · OMR
OMR + lifestyle
“Live the OMR life. Everyday.”
- Sea-facing
- 2 & 3 BHK
- IT corridor 5 mins
04 · DRA Secura · Poonamallee
Growth corridor
“Invest in Poonamallee’s future-ready living.”
- 74 premium plots
- Metro 5 mins
- ORR connectivity
Two executions of one proposition — ready to test against each other.
05 · DRA Beena Clover · Tambaram
Sustainability + family
“A home that thinks ahead.”
- IGBC Pre-Gold
- 2 & 3 BHK
- Crèche & yoga
Campaign creatives, June 2026. Narratives as visible in the creative work.
@drahomes_nri
A warm gold world, Rashmika as the face of the brand, and stories about the moments a home holds — launches, festivals and everyday life.
“You bought the time zone. You adapted to the climate. But home is never something you compromise on.”
Reel · NRI storytelling
Emotional storytelling
A new chapter, designed around the way you live
Brand
Where life lives on
Project launch
A new landmark begins in East Tambaram
Moments
Give your heart more to love
Emotional storytelling
The report card held up like a trophy
Lifestyle
A life in motion
Location
East Tambaram, closer to everything
Moments
Engineered with precision, built with pride
The NRI Audience
The campaigns spoke to NRIs across the GCC and the US — people building lives abroad, with roots, family and long-term plans in Chennai. The audience that followed matches that brief.
Where the Instagram audience lives
Share of followers by country
- Saudi Arabia39.3%
- United Arab Emirates17.1%
- Oman12.2%
- India6.2%
- Kuwait5.9%
- United Kingdom5.9%
- United States4.2%
- Bahrain4.1%
Top cities: Riyadh · Dubai · Jeddah · Dammam · Abu Dhabi · Sharjah · Muscat
Source: Ruckus Meta Follower Growth Report — lifetime Instagram audience as reported by Meta, July 2026.
- Search
- Performance Max
- High-intent demand
Project-level search campaigns for each DRA development, plus Performance Max for broader NRI demand.
Meta
- Paid social
- Creative-led demand
- Lead generation
Lead forms behind the project creatives, plus reels that built the audience.
Campaign architecture
One search campaign per project — so every rupee lands on the right buyer.
Each development gets its own keywords, ads and landing message, while Brand Search and Performance Max cover the wider NRI demand.
- SearchDRA iHEART
- SearchDRA Marina 100
- SearchDRA Avalon
- SearchDRA Secura
- SearchDRA Beena Clover
- Brand Search — NRI GCC / UK / US / SG / MY
- Performance Max — NRI GCC / US / UK
Meta lead generation
483
NRI leads from Meta in seven weeks.Project creatives with lead forms built for buyers abroad turned the growing Instagram audience into enquiries — at a cost per lead less than a fifth of what Google NRI leads cost DRA before.
₹1,172
cost per lead
302
leads in July
181
leads in 1–19 August
₹5.66L
invested in Meta Ads
Source: Meta Ads, July – 19 August 2026: ₹5,66,081.63 spend, 483 leads.
Lead Quality
Cost per lead is where most reports stop. We followed every lead into DRA’s sales pipeline — and fed what we learned back into the campaigns.
- 334campaign leads followed up by DRA’s sales team
- 74sales-ready leads, qualified by DRA’s sales team22% of leads
- 24site visits conducted1 in 3 sales-ready leads
1 in 14
campaign leads followed up became a site visit at a DRA project — and 1 in 3 sales-ready leads did.
Source: DRA Homes sales lead feedback, August – September 2026.
The Feedback Loop
Not just a media-buying exercise. Every lead the sales team worked told us something — about language, location, budget and timing — and that went straight back into who the campaigns reached next.
A system
that learns
- 1Media
- 2Lead
- 3Sales feedback
- 4Quality signal
- 5Insight
- 6Optimisation
Efficiency
65% lower
Google Search CPL — ₹6,500 → ₹2,278
Audience
15K+
Instagram followers, from 943 in June
Meta
₹1,172
cost per lead across 483 NRI leads
Pipeline
24 site visits
from 74 sales-ready campaign leads
A digital acquisition system that learns.
The engagement
- 01Social mediaOrganic + paid social presence
- 02ContentCreative production and project storytelling
- 03Celebrity collaborationRashmika Mandanna films on Instagram
- 04Google AdsSearch + Performance Max
- 05Meta AdsLead generation + paid social
- 06NRI acquisitionGCC + US audiences
- 07Campaign architectureProject-specific campaigns
- 08Lead qualityDownstream sales feedback
- 09OptimisationContinuous performance improvement
DRA Homes × Ruckus · NRI digital acquisition
We didn’t just buy media.
We built a system that connected social content, creative, audience growth, paid media and lead generation — and closed the loop with what DRA’s sales team learned from every lead.
Social + Creative + Audience + Paid media + Leads + Sales feedback
