The Challenge
YNH Property Berhad is a Malaysian property developer that started as a township developer in Perak. It is known for projects such as Kiara 163 and Solasta Dutamas, with residential and commercial developments across Perak, the Klang Valley and Genting Highlands.
YNH has different residential properties, both new launches and older projects, across Malaysia, including Mont Kiara, Kuala Lumpur City Centre (KLCC), Seri Kembangan and Perak. As the market was fairly competitive and a few properties were running at the same time, YNH engaged Primal to work on all of them.
Our Approach
Primal developed and executed a paid media strategy made up of Google Search campaigns and social media ads on Facebook and TikTok, to increase online lead performance.
On Google Search, each of the 6 properties had its own campaigns, split into brand, competitor and generic searches. The campaigns targeted searches such as “new condo in mont kiara” and “freehold property in kl”.
On Facebook, the ads ran in 3 stages: ads that reached new audiences, lead form ads for lookalike and remarketing audiences, and Messenger ads for people who already knew the project. Primal also created new Facebook ad creatives, with one set of colours and typeface across the projects.
Leads came in through Facebook lead forms, Messenger chats and forms on the website. Through the campaigns, the team adjusted Google bids by age, gender, household income, location and device, and added negative keywords.
Outcomes Achieved
Monthly conversions rose by 428%, to 300. Visits to the website grew by 25%, and the cost per conversion fell by 10%.
- 428%Increase in Monthly Conversions, to 300
- 25%Increase in Website Traffic
- 10%Decrease in Cost per Conversion
Key Insights
- YNH had a few properties running at the same time in a competitive market, so Primal worked on all of them.
- Each property had its own Google Search campaigns, and Facebook ads ran in 3 stages, from new audiences to lead forms and Messenger.
- Monthly conversions rose to 300, a 428% increase, at a 10% lower cost per conversion.
