As part of Ben Daood Studios, I had the opportunity to work with Ginyaki, a renowned continental restaurant based in Islamabad. The goal was to enhance their online presence and reach through creative and optimized digital campaigns on Meta platforms (Facebook and Instagram). As part of our broader initiative, we aimed to manage and improve their paid social media campaigns to maximize engagement and reduce costs.
Objective
The primary focus for Ginyaki’s digital campaigns was to maintain and optimize the success of their paid social efforts while lowering the cost per engagement (CPE). This project’s aim was to boost customer interaction and brand awareness at minimal costs, ensuring their campaigns performed better than industry peers.
Approach
Managing Ginyaki’s paid social media campaigns required a blend of creative content strategies and performance optimization. Key actions included:
Creative Campaign Development: We designed visually appealing and engaging creatives tailored for Meta platforms, ensuring they aligned with Ginyaki’s brand identity.
Targeted Audience Refinement: Utilizing Meta’s advanced audience tools such as Lookalike Audiences and interest-based targeting to capture the most relevant audience.
Ad Performance Optimization: Implemented ongoing monitoring and adjustments of bids and ad placements, ensuring the campaign stayed competitive in real-time.
Multi-Platform Strategy: Running integrated campaigns across Facebook and Instagram to reach a broader audience while maintaining consistency in messaging and brand tone.
Results
Our creative and strategic efforts led to excellent performance results, consistently delivering low CPE in comparison to industry benchmarks. The results were achieved without any substantial budget increase or extra effort from the client’s end.
Here are some of the highlights:
App Launch Promo – Instagram (2nd August – 3rd September 2023)
CPE for this ad set was Rs 0.18, which was 66% lower than the industry benchmark of Rs 0.51.
World Cup Ad Set – Facebook (14th October – 10th November 2023)
The CPE achieved was Rs 0.20, 76% lower than the peer ad set average of Rs 0.83.
World Cup Ad Set – Instagram (14th October – 10th November 2023)
CPE for Instagram was Rs 0.23, 72% lower than similar ad sets with an industry average of Rs 0.83.
These significant results showcased my ability to outperform similar campaigns in the industry, effectively boosting Ginyaki’s engagement levels at a fraction of the cost.
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.
I worked with Landlife Properties, a real estate brand, to improve the quality of leads generated through their Meta Ads campaigns. The primary objective was to increase the volume of high-quality leads while reducing the cost per result, as their previous campaigns were not performing optimally.
Campaign Duration
The analysis focuses on the performance of campaigns over one month and three months.
Achievements
Lower Cost Per Result Through strategic optimizations and campaign restructuring, I significantly reduced the cost per result compared to their previous campaigns. In three months, the cost per result stabilized at Rs335.43, and in the last month alone, the cost per result was Rs305.05, showcasing consistent improvement.
High-Quality Lead Volume
Over the course of three months, the campaigns generated a total of 2,422 high-quality leads across various ad sets.
In the most recent month, 715 leads were generated while maintaining a lower cost per result and within the allocated budget.
Optimized Budget Utilization
Total Ad Spend (3 Months): Rs812,411.27
Total Ad Spend (1 Month): Rs218,112.83
These optimizations ensured that the client achieved maximum value from their ad spend.
Strategies Implemented
Audience Targeting Enhancements
Refined audience segments based on property interest and demographics.
Included retargeting and lookalike audiences to reach users with higher intent to convert.
Ad Creative Optimization
Designed engaging creatives tailored to the interests and pain points of potential buyers.
Tested multiple variations of ad formats, including carousel and video ads, to determine the best-performing styles.
Continuous Performance Monitoring
Regularly monitored campaign performance metrics to identify underperforming ad sets.
Allocated budgets dynamically to high-performing ad sets, improving overall efficiency.
Clear Call-to-Actions (CTAs)
Ensured CTAs were action-oriented and directly aligned with the campaign objectives, leading to better lead generation.
Key Metrics Overview
Conclusion
By implementing a strategic approach focused on audience refinement, ad creative improvement, and data-driven optimization, I successfully elevated the performance of Landlife Properties’ Meta Ads campaigns. The campaigns not only delivered a substantial volume of high-quality leads but also achieved a lower cost per result compared to industry benchmarks, ensuring the client received exceptional ROI.
This project demonstrates my ability to optimize paid social media campaigns for businesses in competitive industries like real estate.
