-11%
Cost per conversion reduction
How Demand Gen helped BI Group increase conversions by 96.5% and reduce CPA by 11%
About BI Group
BI Group is Kazakhstan’s largest developer and investment & construction holding company, operating in the market since 1995. The company is included in the ENR 250 ranking of the world’s leading construction companies. BI Group develops dozens of residential and commercial projects across the country, operating in a market characterized by high average order value and a long purchase decision cycle.
Challenge
The Challenge
Real estate development is characterized by high ticket prices and a long decision-making cycle. To scale sales, BI Group needed to move beyond targeting only hot demand and implement a comprehensive full-funnel strategy.
Key challenges and project goals:
- More conversions: Increase the number of targeted leads without compromising quality or campaign efficiency.
- Lower CAC: Reduce the customer acquisition cost (CPA/CAC) and maintain it at a stable level.
- Full-funnel approach: Reach the audience at various stages of the buyer’s journey and consistently guide them toward conversion.
- Stable results: Minimize the impact of seasonality and search algorithm changes on campaign performance.
Increase the number of conversions
Implement Full-Funnel approach
Reduce the customer acquisition cost (CPA/CAC)
Minimize the impact of seasonality on campaign performance
Strategy
The Approach
To achieve our goals, we implemented a full-funnel strategy, dividing the advertising campaigns into three funnel stages:
- Top of the funnel (reach and awareness): Expanded targeting and launched Demand Gen campaigns to build interest in new properties and increase reach among the relevant audience.
- Middle of the funnel (engagement and consideration): Leveraged remarketing audiences and responsive creatives to maintain the active interest of potential buyers during the consideration phase.
- Bottom of the funnel (conversion): Focused the budget on high-intent audiences and optimized bids to ensure steady lead growth at a controlled acquisition cost.
Tools & Technologies
Success
The Results
Compared Q2 2025 to Q1 2026, the new full funnel Google Ads structure significantly improved Ploting’s performance in the analyzed period:
-$0.25
CPA decreased from $1.45 to $1.25 per target action.
+96.5%
Conversion volume growth
The Coob Ads team has become a trusted strategic partner for us. Thanks to their expertise and direct access to Google's best practices, we successfully launched and scaled Demand Gen campaigns amidst high quarterly volatility. Regular ad account reviews and targeted recommendations from Coob Ads allowed us to increase conversion volume by 96.5% while reducing customer acquisition costs by 11%. This helped BI Group build a fully manageable customer acquisition funnel across all of Kazakhstan.
Anton Zolin
Digital Marketing Manager, BI Group
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