Google India Case Study of Indic Ads in Regional Indian Languages for CasaGrand Builders in South India, executed by Social Beat. The vernacular focussed, GDN heavy strategy helped increased the overall lead volume by 90% QoQ and overall click volume by 85% QoQ. Over 50% of Q4’17 spends for the Uptown project were on Indic Display creatives and targeting, driving more conversions at a 60% lower average CPL than normal display creatives.

1. Casagrand Builders
Using Display and Vernacular ads to capture mindspace of potential buyers

2. Casagrand Builders uses Indic creatives to reach potential
buyers, capture their attention and drive business results!
● Vertical: Real Estate
● Client Background: Casagrand Builders is a
Real Estate enterprise committed to building
aspirations and delivering value. With
presence in cities like Chennai, Bengaluru
etc, it's 68 landmark projects are a testimony
to this commitment.
● Objectives: In a crowded Real Estate market,
the client wanted to increase leads and
achieve scale at lower CPLs. Through
multiple project launches, they also wanted
to capture the mindspace of qualified buyers
to drive leads for their projects.
CLIENT OBJECTIVES + BACKGROUND
● Leverage Brand & Generic searches: Maintained high Impression share on all Brand related searches
& bid competitively on Generic keywords to increase overall reach & click volume.
● Maximizing the potential of Google Display Network: Identified Display as the lever to drive massive
reach with its intent rich signals and reach out to audiences contextually. Gmail Ads and bucketed
Custom Affinity audiences were used and worked particularly well.
● Localized Ads: As Indian regional language user base explodes to ~76Mn over the next 5 years*,
localization as a trend is emerging in the Digital Classifieds space, and especially in Real Estate. The
Google team and the client identified Tamil audiences as the captive TG and created ads in Tamil
language for specific projects such as Casagrand Uptown, generating high quality leads over time.
SALES APPROACH
RESULTS
● The vernacular focussed, GDN heavy strategy helped increased the overall lead volume by 90% QoQ
and overall click volume by 85% QoQ.
● Over 50% of Q4’17 spends for the Uptown project were on Indic Display creatives and targeting,
driving more conversions at a 60% lower average CPL than normal display creatives.
“With vernacular language content growing faster than English, we experimented with vernacular ads to
reach the right target audience. Through the regional ads, we were able to create a bond of trust and
comfort with our audience. This in turn helped us increase our leads considerably.“
- Mr. Gautam Aggarwal, Vice President - Product Development
Google. Casagrand Q4’17
Country: India
*Source: Indian languages study by KPMG and Google, April 2017
Sales POCs:
Sonal Arora (ADM) | Anurag Ranjan (AS)
-60% +300%