The Challenge
Tuai Timur Residence is a new phase 2 launch of freehold condominiums in Setia Alam, developed by Suntrack Development Sdn Bhd, with completion expected in 2026. Suntrack Development had engaged Primal Malaysia for the project’s earlier phase, and the results were successful. Hence, Suntrack decided to work with Primal again to further improve the quantity and quality of leads.
Suntrack Development is a property developer based in Cyberjaya. It designed Tuai Timur on what it calls Youniversal Design, with homes and shared spaces planned for people of all ages and abilities.
Our Approach
Campaign Structure
Primal developed and executed a paid media strategy that included Google Performance Max in the existing strategy, which consisted of Google Search campaigns and social media ads on Facebook and Instagram, to further increase online lead performance.
On Facebook, the campaigns ran in 3 audience groups: prospecting, lookalike and remarketing. On Google, the Search campaigns were split into brand, competitor and generic campaigns.
The Facebook ads ran in English, Malay and Chinese. Performance Max bidding was set to aim for conversions.
Tracking And Optimisation
Leads were tracked as form submissions on the Tuai registration page at suntrack.com.my/tuai, with the events set up in Google Tag Manager and sent to Google Analytics 4.
Primal reported the results to Suntrack through a live dashboard, with bi-weekly and monthly media reports. The monthly reports listed the changes the team made, such as adding keywords that converted and turning off ads that did not perform.
Outcomes Achieved
The campaigns generated 9,535 leads, 416% over the lead target. The cost per acquisition was 44% lower than in the previous campaign, at RM12.55, and the conversion rate reached 6.64%, 195% over its target.
- 416%Over the lead target, with 9,535 leads
- 44%Lower cost per acquisition (CPA), at RM12.55
- 195%Over the conversion rate target, at 6.64%
Key Insights
- Suntrack worked with Primal again on phase 2 after successful results on the earlier phase.
- Google Performance Max was added to campaigns that already ran on Google Search, Facebook and Instagram.
- The phase 2 campaigns generated 9,535 leads, at a cost per acquisition 44% lower than the previous campaign.
