Optimising Meta Ads Strategy for Maximum ROI in Real Estate
- team mass
- Aug 12
- 3 min read
Introduction
In the competitive real estate market of tier II cities, generating high-quality leads for luxury apartments can be a daunting task. One of our clients, a high-end real estate agency, faced challenges with their Meta Ads campaigns in their city. Despite investing heavily, they struggled with lead quality, volatile Cost Per Lead (CPL), and unpredictable conversion rates. Here is how we transformed their advertising strategy to achieve remarkable results.
The Challenge
The agency's Meta Ads were attracting inquiries from renters, low-budget buyers, and other irrelevant audiences, which diluted the quality of leads. Additionally, CPL fluctuations and inconsistent conversion rates made it difficult to achieve their desired Customer Acquisition Cost (CAC). They needed a streamlined approach to target the right audience while optimising costs.
Our Strategy
To address these challenges, we implemented a multi-layered Meta Ads strategy designed to attract high-intent audiences and improve campaign efficiency.
Granular Audience Segmentation
We divided the target audience into distinct segments based on their intent and preferences:
Luxury Buyers: Users interested in "Luxury Real Estate," "Premium Apartments," and "High-End Living."
Investors: Individuals searching for "Real Estate Investment," "High ROI Properties," and "Off-Plan Projects."
First-Time Home Buyers: Prospective buyers looking for "Buy 2 BHK Apartment" or "Affordable Housing Options."
Irrelevant audiences, such as renters and commercial property seekers, were excluded using detailed targeting exclusions.
High-Impact Ad Creatives & Copy
We created diverse ad formats tailored to engage different audience segments:
Carousel Ads: Highlighting various properties with pricing and key features.
Video Ads: Offering immersive walkthroughs of luxury apartments.
Instant Experience Ads: Providing an interactive property viewing experience.
Lead Form Ads: Simplified forms designed to capture high-intent leads efficiently.
Smart Bidding & Placement Strategy
To optimise costs and drive better results, we tested multiple bidding strategies:
Lowest Cost with Bid Cap: To control CPL effectively.
Cost Per Result Optimisation: Focused on lead form completions.
Value Optimisation: Prioritising high-quality leads over quantity.
For placements, we utilised feed and stories for maximum engagement, reels and video ads to enhance brand recall and build trust, and messenger and WhatsApp ads for instant lead conversions.
Retargeting Funnel & CRM Integration
We developed a sequential retargeting funnel to nurture leads at different stages of the buyer journey:
Stage 1: Users who engaged with ads but did not fill the form were shown testimonials and case studies.
Stage 2: Leads who filled forms but did not follow up received WhatsApp and Messenger reminders.
Stage 3: Prospects who booked visits but did not purchase were targeted with personalised emails and remarketing ads.
Additionally, integrating Meta Ads with the CRM allowed us to track lead quality based on property visits rather than just form submissions, ensuring marketing efforts translated into tangible outcomes.
The Results
Our optimised strategy delivered outstanding results for the client:
38% Reduction in CPL: Costs became more predictable and manageable.
30% Increase in Conversion Rate: More inquiries converted into actionable leads.
22% Lower CAC: Efficient targeting reduced acquisition costs substantially.
Improved Lead Quality: A higher proportion of serious buyers visited the site.
Key Takeaways
From this case study, we learned that successful Meta Ads campaigns require a data-driven approach combined with creative execution. Here are some lessons from our experience:
Detailed audience segmentation ensures better lead quality by targeting the right people.
Engaging ad creatives and streamlined lead forms improve conversion rates.
Smart bidding strategies help control costs effectively.
Retargeting funnels and CRM integration increase conversion.
If your Meta Ads campaigns are yielding irrelevant leads or high CPLs, it is time to rethink your targeting strategy and optimise your funnel for better results!
