+78.68%
increase in impressions
Banovo Brdo Residences: +58% Conversions via Google Ads
About the Banovo Brdo Residences
Banovo Brdo Residences is a residential development in Belgrade, offering modern, high-quality homes in one of the city’s most desirable neighborhoods. The project focuses on contemporary design, comfort, and functionality to meet the needs of today’s homeowners.
Challenge
The Challenge
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 turn interest into high-quality leads—while maintaining cost-efficiency and a strong return on investment.
The brand faced several challenges:
- Entering a competitive real estate market with many similar offers
- Needing 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
Rising Market Competition
Fragmented User Journey
Low Lead Quality & ROI
Strategy
The Approach
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
Tools & Technologies
Success
The Results
By implementing a comprehensive full-funnel Google Ads strategy, SmartWeb achieved outstanding performance for Banovo Brdo Residences in Q3 2025. The approach focused on connecting upper- and lower-funnel activities while leveraging first-party data to refine targeting.
This strategic alignment allowed the campaign to successfully balance broad reach with high efficiency. By optimizing every stage of the user journey, the agency generated a significant volume of qualified leads and established a sustainable model for the brand’s continued growth in a competitive market.
+48.39%
increase in clicks
+58.28%
increase in conversions
+30.77%
higher CTR
–14.7%
decrease in CPA
–7.13%
decrease in CPC
“Through our comprehensive full-funnel approach, we successfully leveraged the power of DemandGen to create demand and the PMax & Search power pair to capture high-intent leads, ultimately achieving 280 qualified inquiries. This strategy proves that a holistic approach, tailored to the unique dynamics of the real estate market, is essential for maximizing ROI and driving measurable success.”
Nikola Milanović,
Performance Team Lead
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