Measuring the Search Impact of Meta Ads on BI Group’s Residential Projects

Objective

BI Group is the largest real estate development company in Central Asia. Amid growing competition, it was crucial for the brand to assess the impact of Meta advertising on the formation of brand and category search demand, considering the specific characteristics of different regions in Kazakhstan.

The key objectives of the project were:

measure the incremental contribution of Meta ads to brand and category search demand
compare advertising effectiveness across different regional markets (cities)
evaluate the impact of advertising on organic search traffic within the real estate category.

Solution

1. Data Sync & Validation: synchronized Search Lift with active Meta campaigns in Almaty and Shymkent, after verifying event tracking and attribution settings.

2. Regional Split Testing: established isolated test and control groups for each city to ensure experimental precision.

3. Search Scenario Segmentation: set up separate tracking for brand-specific queries, category-based queries, and general organic traffic.

4. Budget Isolation: stabilized campaign budgets and isolated Meta activities from other media channels to maintain measurement purity.

Results

The Search Lift study confirmed that Meta advertising effectively drives search activity, but user behavior scenarios differ significantly across regions.

In Almaty, the campaign acted as a powerful catalyst for brand trust, resulting in a +188 incremental conversions growth in brand demand with a Lift of 82%. At the same time, the ad boosted organic search, contributing +725 additional visits, strengthening its role in driving demand.

In Shymkent, the main impact was on non-branded search, generating 105 incremental conversions with a lift ≥90%. Brand search also showed positive results, with 51 incremental conversions at a higher cost.

Brand	BI Group
Industry	Real estate
Geography	Kazakhstan
Tools	Search Lift