The brief
LandLife Properties is a real estate developer and marketing company in Islamabad. Their Meta campaigns were reaching plenty of people, but the cost per result was well above similar advertisers and most of the leads had neither the budget nor the intent to buy. I joined in-house to fix both, and kept running the account as a freelancer after that role ended.
What I did
Narrowed the audience to people who could buy. Previous campaigns were broad. I rebuilt targeting around property interest and purchasing power, and added custom and lookalike audiences from past clients and website visitors.
Shortened the forms and added a qualifying question. Fewer fields, and one direct question ("Are you looking to buy within the next three months?") so unqualified leads filtered themselves out.
Set up the CRM so no lead sat waiting. I set up Bitrix24 and connected every lead form to it, so each lead landed in the CRM the moment it came in, with its source and campaign attached. I built an assignment rule that distributed leads to the relevant sales team in real time and spread them equally across the team, and automated first replies by email and WhatsApp, so a lead was answered in minutes rather than the next day.
Watched the pipeline, not just the ad account. Because every lead moved through Bitrix24, I had live data on each one's stage, from new to contacted to site visit to sale. That told me which campaigns and audiences produced buyers rather than form fills, and the budget followed that.
Ran Google alongside Meta. Search campaigns picked up people already looking for plots and developments, and the two channels together averaged 800+ qualified leads a month.
Moved budget weekly. Underperforming ad sets were paused and their budget given to the ones producing qualified leads.
Results
2,422 qualified leads in three months, an average of 800+ a month, at an average cost per result of Rs335.43. The latest month of the three was the cheapest, at Rs305.05 a lead, with 715 leads inside the month's budget. Cost per result dropped 70–75% against where the account started, and sat 60–65% below competitors in the same category. Sales rose 16% over the period, and because every lead went through the CRM, that figure came from the sales team's own pipeline rather than from the ad account.
The follow-on campaigns
After my in-house role ended I carried on with LandLife as a freelancer, and the same approach ran into the next round of campaigns between late 2023 and mid 2024. Four lead form campaigns produced 976 leads at an average of Rs318 per lead:
| Campaign | Leads | Cost per lead |
|---|---|---|
| Leads, January 2024 | 420 | Rs278.24 |
| Leads, three videos | 276 | Rs354.36 |
| Leads, June 2024 | 201 | Rs336.83 |
| Leads, May 2024 | 79 | Rs356.50 |
The January campaign was the cheapest of the four at Rs278.24 a lead.
In short
Tighter targeting, a qualifying question on every form, and a CRM that put each lead in front of the right salesperson within minutes turned an expensive, low-quality lead flow into 800+ qualified leads a month, with sales up 16%.