Case Study: Improving Landlife Properties Paid Social Media Campaign

Background

Landlife Properties, a real estate marketing company based in Islamabad, was facing challenges with their paid social media campaign on Meta. Despite an increasing number of ad impressions and reach, they were experiencing two major issues:

• High Cost Per Result (CPR): The campaign costs were much higher than anticipated. In comparison to similar ad sets, Landlife’s CPR was notably higher, leading to inefficient spending.
• Poor Quality of Leads: Despite investing in paid social, the leads generated were not converting effectively. Many of the leads lacked the purchasing power or genuine interest in the properties offered by Landlife Properties.

Challenges

• High Cost Per Result
• Lead Quality
• Low Engagement

Goals

• Lower the Cost Per Result: The primary objective was to bring down the CPR to more competitive levels, improving overall campaign efficiency.
• Improve Lead Quality: Another key goal was to attract higher-quality leads who were genuinely interested in purchasing properties from Landlife, thus increasing the likelihood of conversions.

Strategy & Approach

To address these challenges, I worked closely with their marketing team to optimize the Meta ads campaign. Several key strategies were implemented:

• Audience Targeting Optimization:
  • A deep dive into audience segmentation was conducted to refine the targeting strategy. Previous campaigns were broad, attracting irrelevant audiences.
  • I narrowed the target audience to focus on individuals with higher purchasing power, specifically those showing interest in real estate and high-value property investments.
  • I also leveraged custom audiences by using data from previous clients and website visitors, ensuring that they were reaching individuals who had already expressed interest in similar services.
• Creative Overhaul:
  • New ad creatives were designed to speak more directly to the intended audience. High-quality visuals of the project were paired with clear and concise messaging about Landlife’s unique offerings.
  • I used testimonials from satisfied customers and case studies were included to build trust and credibility.
• A/B Testing:
  • Multiple ad variants were tested simultaneously to find out which copy, visuals, and calls-to-action resonated most with the target audience. The winning ads, based on lower CPR and higher engagement, were then scaled.
• Lead Form Optimization:
  • The lead forms were optimized to reduce friction. The number of required fields was reduced, and questions were more direct to pre-qualify leads (e.g., “Are you actively looking for a property within the next 3 months?”).
  • Automation was introduced to follow up with leads immediately via email or WhatsApp Message, ensuring timely engagement.
• Budget Reallocation:
  • Underperforming ad sets were paused, and the budget was reallocated to high-performing campaigns. This strategic reallocation helped improve cost efficiency and drove more qualified leads.

Results

• Reduced Cost Per Result: Over time, Landlife Properties saw a substantial drop in their CPR. For most of the campaigns they see a drop of approximately 70-75% as compared to what CPR they had before. Also CPR drop up to 60-65% as compared to other competitors in same industry (As you can see in screen shot)
• Improved Lead Quality: By optimizing targeting and lead form processes, the quality of leads improved. More leads were pre-qualified and showed genuine interest in purchasing properties.
• Increased ROI: The combination of lower costs and higher-quality leads led to a higher return on investment for the campaign.