Client Overview

Neelys Interiors is a Chennai-based interior design firm competing in one of the city’s most crowded categories. Since March 2026, MadWithPPC has managed their full digital ecosystem — not just running ads, but building a synchronized funnel from brand discovery through to design consultation.

In a market as saturated as Chennai interior design, running isolated ad campaigns wasn’t enough. Neelys needed a system where top-of-funnel brand awareness, mid-funnel video engagement, and bottom-funnel lead capture worked together — driving down cost-per-lead over time while improving lead quality, not just lead volume.

What we did

• Ran parallel Meta Lead Generation and Meta Awareness Video campaigns to build both immediate leads and a warm retargeting pool
• Launched YouTube TrueView in-stream ads behind organic home-tour content, turning real project footage into a paid acquisition asset
• Tracked CPL monthly and treated audience fatigue as a signal to act on, not ignore — refreshing creative and expanding geographic targeting when frequency climbed
• Built a retargeting strategy that reuses the awareness audience for future launches (e.g. the Perumbakkam Experience Centre opening)

The results (through September 2026, reconciled against Meta Ads Manager export)

Cost per lead dropped from Rs. 350 in March to a low of Rs. 86 in June — a 76% reduction — on the back of 69 leads that month from a Rs. 5,964 spend. April through August, the Meta lead-gen campaigns generated 231 leads (72 in May, 69 in June, 48 in July, 35 in August, 7 so far in partial September) on a combined spend of roughly Rs. 36,600 across April–September.

Audience saturation then pushed CPL back up — Rs. 145.83 in July, Rs. 199.98 in August, and early September data shows it climbing further to ~Rs. 291 as the campaign continues to run against a fatigued audience (2.45x+ frequency). Rather than smoothing this over, we’re treating it as the active problem it is: a September creative refresh and expanded targeting (adding Tambaram, Velachery, and Guduvanchery) is underway to reduce frequency and unlock a fresh audience pool. This is presented honestly as a live optimization in progress, not a solved problem — the June low proves the ceiling is achievable, and the current work is about getting back to it.

Alongside the recurring lead-gen and awareness system, the team has also run project-specific campaigns for Neelys — including a dedicated push for the CASA Zenith project (Feb–Mar 2026, Rs. 5,349 spend, 26,576 reach) — showing the account isn’t limited to a single always-on funnel but flexes to support specific launches as needed.

Meanwhile, the awareness and content engine has been the standout performer:

• 13.5 lakh unique users reached in August alone, at just Rs. 3.69 per 1,000 people — among the most cost-efficient awareness months of the campaign
• A single home-tour video (BBCL Midland 2BHK) drove 33,670 YouTube views with 83.2% average view retention on a 65-second video — well above the typical 30–50% industry benchmark for in-stream ads
• That same video ran as a paid TrueView campaign at Rs. 0.16 cost-per-view, 54% below the Rs. 0.35 target
• CTR on Meta lead gen crept up to 1.01%, the best of the period, even as the audience pool shrank — a sign the creative itself was resonating, not just the targeting

The awareness campaign’s growing retargeting pool (now 13.5L+ users) is being positioned as the primary warm audience for Neelys’ Perumbakkam Experience Centre launch in October — turning five months of brand-building into a ready-made audience for the next phase of growth.

Client’s take

“We have been working with this team since March 2026 to manage our entire digital ecosystem for Neelys Interiors in Chennai — spanning Meta Ads, YouTube, Google Search, and brand awareness campaigns. In a highly competitive market like Chennai interior design, finding an agency that looks beyond simple ‘vanity metrics’ and focuses on actual business growth is rare.

Over the last five months, they have successfully built a synchronized, full-funnel marketing engine. Our top-of-funnel awareness campaigns and YouTube video strategies have noticeably driven up our direct brand recall, leading to a measurable increase in clients searching for Neelys Interiors by name. At the same time, their precise keyword targeting on Google Ads and structured retargeting funnels on Instagram/Facebook have consistently brought down our cost-per-lead while steadily improving lead intent and quality.

They don’t just run ads; they optimize the customer journey from first discovery to final design consultation. Highly recommended for any business looking for a data-driven, transparent, and results-oriented marketing partner.”