The Situation
Real estate is a high-trust, high-ticket purchase, and the ad strategy has to reflect that. These two US brands were doing the opposite: pushing broad campaigns to wide audiences, and then asking the sales team to filter the resulting flood of inquiries.
Both accounts shared the same pattern of pain. Cost per lead was unpredictable and trending up. The leads that did come in were mostly low-intent — people clicking out of curiosity rather than buyers ready to evaluate a property. The creatives were generic property visuals with no real positioning. And there was no funnel — every lead was treated the same, regardless of where they were in the buying journey.
Both clients wanted the same thing: a steady stream of leads worth the sales team's time.
What We Did
We ran the same disciplined playbook on each account, tuned to its specific market and inventory.
- Targeting refinement. We mapped the actual buyer profile — investors versus residents, location, budget band, prior property interest — and built audiences that aligned with each one. Broad-net targeting was retired.
- Creative overhaul. New creatives anchored each ad to a real property, a real price band, and a real reason to enquire — replacing generic visuals with proof and specificity.
- Proper sales funnel. We designed a multi-step funnel that qualified leads as they moved through it: lead form, instant follow-up, scheduled call, then handoff to the sales team with full context. Tyre-kickers dropped out early; serious buyers reached the team with intent already established.
- Cost optimisation and ongoing management. Daily monitoring, fast pruning of weak ad sets, and continuous reallocation toward what was producing quality — not just volume.
The Results
The first account delivered 2,500 high-quality leads. The second delivered 3,700. Together: 6,200+ qualified property inquiries for the two clients' sales teams to work — leads that matched the buyer profile, came in at a predictable cost, and arrived through a funnel that prioritised intent.
Both clients now treat Meta as a reliable channel for their pipeline rather than an unpredictable expense.
