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How to reduce the cost of a lead

Incoming data

A real estate client approached us with high lead costs and many non-targeted requests (over 70%) for several projects. The cost per lead was over $15, and the cost per form submission on the site was over $30.

Purpose: to reduce the cost of one lead and the price of an application on the site.

Geography of presence: Kyiv and region.

Our actions

Conducted a surface audit of the site and advertising cabinet to identify errors and weak points.

We found:
- several significant problems in the operation of the site, which significantly affect the conversion rate of the site;
- in the Facebook Ads advertising cabinet, we saw a large number of individual advertising campaigns of the same type, which were difficult to analyze, and campaigns with the same goal and audience competing with each other in the auction, thereby increasing the conversion cost;
- also found other errors in campaign settings that negatively affected advertising.

We made separate landings for target objects.

After auditing the client's site, we decided to make individual landings for the client's target objects to start advertising campaigns more quickly. We've added Google Tag Manager, Google Analytics, and Facebook Pixel code to the site. These actions allowed us to analyze and optimize the work of the site and advertising campaigns.

Launched new advertising campaigns.

Based on the audit of the Facebook Ads account, we obtained data that allowed us to understand what we needed to work on first. We did not waste time and launched new advertising campaigns based on previously identified shortcomings.

Formed current offers and benefits.

Together with the developer, we created current offers and advantages of each property.

Segmented the audience.

We segmented the audience, distributing them according to the interests of one or another TA. For example, investors/top managers/young people who want to buy their first home/family with children, etc.

Developed creatives for each offer.

Our designers have developed creatives for each offer. Creatives differed in plot, shape, color, and other features, depending on the specifics and needs of each formed segment. We adapted all the images to the formats of the feed and Stories. We created several creatives for each audience to compare their effectiveness and choose the best ones.

Calculated the budget for advertising campaign testing.

We calculated a budget for a weekly test on Facebook and Instagram to distribute it as efficiently as possible between the sites and determine creatives. Then we approved a media plan with the customer and launched a campaign.

Optimized new advertising campaigns.

We've optimized new ad campaigns to exclude ineffective segments of selected target audiences and ads that showed low CTR and engagement.

Results

Launched:
- 4 campaigns;
- 13 ad groups;
- 5 ads divided by format/audience segment.

A few days after the launch of the test, we saw clear favorites. After receiving this information, we began optimizing new ad campaigns by eliminating low-performing segments of selected TAs and ads. Instead, we focused on those that showed the highest CTR and engagement rates.

The number of conversions on Facebook is lower, but the bounce rate is also lower. The number of pages per session, the average time on the site, and the number of achieved goals has increased. All this indicates excellent results of the advertising campaign on Facebook, although traffic from Google, according to many, is «warmer».

As we can see, the cost per lead is getting lower and lower.

We have significantly reduced the cost of a lead and the cost of a conversion. We have achieved the price and the number of leads accepted in the real estate industry.