ProprioGO Spain Launch Strategy
Context
As part of Google's Business Decision Day (BDD) at Albert School, our team received a live brief from Google: help ProprioGO, a French online real estate marketplace already active in Italy, enter the Spanish market using Google Ads. The challenge required building a full launch plan from scratch under time pressure.
Task
Build a complete Spain launch strategy including geographic prioritization of target cities, segment-level budget allocation across a €500K total spend, and a performance forecast (CPA and lead volume) broken down by city and listing type.
My Contribution
Built the Market Attractiveness Score (M.A.S.) model to rank Spanish cities using four weighted factors: Search Volume Index (40%), Population (30%), Market Similarity to Italy (20%), and Average Income (10%). Led the CPA forecasting methodology — benchmarking Italian performance data by city pair and applying Spanish CPC multipliers to project lead volume at scale.
Outcome
Forecasted 81,285 total leads at an average CPA of €5.81 across a €500,000 budget — validated against Italy's live results (~€5.65/lead). Strategy presented and defended in front of a Google jury.
Key Insights
- —Madrid ranked highest (M.A.S. 0.813) — driven by dominant SVI and population; receives 28% of all forecasted leads
- —Palma de Mallorca outperforms on holiday rentals despite smaller size — tourism demand creates a differentiated opportunity
- —CPA decreases 17% after the Google Ads learning phase, stabilizing at €5.81 average by Month 3
- —Sell & Rent segments dominate lead share across all cities; holiday rentals drive outsized growth in coastal markets