online promotion
Case Study: Borsan Construction Company
Market:
Kyrgyzstan
2019 – 2022
Period:
borsan.kg - Residential & Commercial Real Estate Developer
Client:
The combined search and display approach boosted brand awareness and conversions while optimizing ad spend effectively.
Borsan Construction Company
Read the case study
with relevant search targeting
CTR 19%
CPM $0.11
CPC $0.17
for 47M+ display impressions
with high relevance
Borsan is a real estate developer specializing in multi-storey residential complexes with integrated commercial spaces.
Their main objectives were:
Their main objectives were:
- Launch branded advertising for newly constructed properties
- Minimize cost-per-click (CPC) across campaigns
- Run targeted search ads for core services
- Provide monthly performance reports with detailed insights
Initial Setup
Ongoing Optimization
- Conducted in-depth website audit with UX and content recommendations
- Researched target audience behavior and competitor landscape
- Configured Google Analytics and Yandex.Metrica for full traffic and conversion tracking
- Built a structured campaign system:
- Separated campaigns by website sections
- Created dedicated ad groups for each service
- Mapped keywords to thematic areas
- Wrote unique ad copy and implemented all available ad extensions
Ongoing Optimization
- Regular CPC and bid adjustments based on performance
- Ad text updates for promotions and limited-time offers
- Daily search term analysis to expand positive keywords and exclude irrelevant traffic
- A/B testing of ads to maximize CTR
- Budget reallocation: focus on top-performing ad groups for better ROI
Display ads played a key role in the overall strategy by complementing search campaigns and driving awareness.
Goals and benefits of display ads in real estate:
We launched banner campaigns focused on brand awareness and retargeting.
Goals and benefits of display ads in real estate:
- Reach new audiences outside of search
- Boost brand awareness with strong visual identity
- Promote seasonal offers and limited-time deals
- Retarget warm audiences who previously visited the site or submitted a lead
We launched banner campaigns focused on brand awareness and retargeting.
- Continuously refined placement list by excluding low-quality sites
- Updated creatives quarterly to match seasonality and promotions
Search Campaigns
Display Campaigns
- Average CPC: $0.17
- CTR: 19% (driven by relevant targeting and tailored ad copy)
Display Campaigns
- Impressions: 47.6 million
- Average CPM: $0.11
- Increased visibility, brand recall, and return traffic
Project Goals
Our Approach
Display Campaigns (GDN + Yandex Display Network)
Results
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Key Takeaways
A combined approach of search and display delivered both performance and awareness. Smart targeting and regular optimization helped keep costs low while maintaining high relevance. The project demonstrated how digital marketing can effectively support real estate sales funnels - from discovery to conversion.
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