The challenge

The business had an established property portfolio but social advertising was generating inconsistent lead volumes.

Previous campaigns relied heavily on broad audiences and generic creative. Engagement was relatively strong, but the business needed a clearer distinction between people casually browsing property content and users actively considering a purchase.

The objective

Build a scalable paid-social acquisition funnel that could generate more qualified property enquiries while reducing the cost of acquiring each qualified prospect.

Our strategy

We separated audiences according to buying intent and created different messaging for each stage of the journey.

The strategy included:

  • Prospecting audiences
  • Property-interest audiences
  • Website retargeting
  • High-intent creative
  • Property-specific landing pages
  • Lead-quality measurement

Services involved

  • Social media advertising
  • Lead generation
  • Retargeting
  • Landing-page CRO
  • Creative testing
  • Conversion tracking

Implementation

We:

  • Reviewed historical campaign data.
  • Segmented target audiences.
  • Developed property-specific creative concepts.
  • Tested multiple advertising messages.
  • Created dedicated landing experiences.
  • Introduced retargeting campaigns.
  • Improved lead forms.
  • Added stronger qualification questions.
  • Implemented conversion tracking.
  • Established CRM-based lead-quality reporting.

Optimisation

Creative combinations were evaluated based on qualified enquiry performance rather than engagement alone.

Audiences producing high volumes of inexpensive but low-quality leads were reduced, while stronger audience and creative combinations received additional testing.

Results

During the eight-month campaign:

61% increase in landing-page conversion rate.

27% reduction in cost per qualified lead.

63% increase in qualified property enquiries.

Key learnings

  • Lead quality was a more useful optimisation signal than raw lead volume.
  • Property-specific messaging produced stronger intent than generic brand advertising.

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