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Targeted advertising for a Ukrainian residential and commercial real estate developer

How to attract over 300 potential buyers with an average lead cost of $14.14 in three months

#TARGET

Input data

Client: a company selling apartments and commercial real estate.

Work period: 3 months.

Team: targeting specialist, designer, project manager.

Problem: due to the limited population in the region, the frequency of impressions is growing rapidly, which makes it difficult to maintain a low price for a lead and attract a solvent audience.

Tasks:

attract users who are ready to purchase real estate;

optimize the advertising budget and reduce the average cost of a lead.

List of works:

We conducted a detailed analysis of the regional market and portraits of potential buyers, identified a solvent audience and key segments for targeting.

We optimized the campaign structure in Meta Ads, selected effective ad formats and bidding strategies to control the frequency of impressions and keep the average cost per lead within the budget.

We developed attractive advertising materials with an emphasis on the advantages of residential and commercial properties, adapted to target audience segments to increase click-through rates and conversions into applications.

After launch, we constantly monitored indicators, adjusted audience and bid settings, and tested various creatives to reduce CPA and maximize reach in a limited region.

We collected data from the advertising cabinet, analyzed the effectiveness of campaigns by leads, CPC, CTR and reach, prepared conclusions and recommendations for further optimizations.

Results

In three months, the campaign managed to attract 302 target users who are ready to buy in a region with a limited population. The average cost of a lead was $14.14, and the reach was 145,443 users.

Summary of campaign results: number of leads, average price and reach

Detailed statistics of the Meta Ads advertising cabinet by impressions, CTR and CPC

Dynamics of engagement over three months

Results

Detailed statistics of the Meta Ads advertising cabinet by impressions, CTR and CPC

Dynamics of engagement over three months

Conclusions

The campaign showed that even in a region with a limited population, it is possible to effectively attract a solvent audience. Optimization of the advertising cabinet, testing of creatives and control of the frequency of impressions allowed to obtain a stable flow of leads, maintain a low cost per lead and ensure high conversion and transition into applications for the purchase of real estate.

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