The Challenge
This property technology startup in Bangkok runs a platform where people buy and sell renovated second-hand homes. It needed to promote homes across several housing developments, and each development had its own features and its own buyers, so one advertising approach could not work for all of them.
The startup wanted a large number of high-quality leads, and it had to keep the cost per lead (CPL) for each development under a set limit. The difficulty was to bring in many more leads without lowering their quality or going over that limit.
Our Approach
Primal set up a separate advertising campaign for each of the startup’s 3 developments. For each development, the team tracked the cost per lead and the quality of the leads against that development’s own objectives.
Close monitoring of the campaigns showed which ad sets brought in the most leads at the lowest cost per lead. Primal then optimised the campaigns to balance the number of leads against their quality, while staying within the budget.
Outcomes Achieved
After 1 month, the Leadgen #5 campaign stood out. It brought in a high volume of leads at a lower cost per lead than expected. Primal recommended merging the Leadgen #2 and #3 campaigns and shifting their budget, for better control of costs.
High-quality leads kept coming in, the budget was used more efficiently and the cost per lead stayed consistent. The startup reached its goals without going over its cost limit or lowering the quality of its leads. Leads rose 101.9% in 2 months, the cost per lead fell 43.9% and the click-through rate (CTR) rose 17.5%.
- 101.9%Increase in Leads
- 43.9%Lower Cost Per Lead (CPL)
- 17.5%Increase in Click-Through Rate (CTR)
Key Insights
- Each development had its own features and buyers, so each got its own campaign, with its cost per lead and lead quality tracked separately.
- Close monitoring found the ad sets that brought in the most leads at the lowest cost per lead.
- After 1 month, merging 2 campaigns and shifting their budget kept the cost per lead consistent.
- Leads rose 101.9% in 2 months and the cost per lead fell 43.9%, within the startup’s cost limit.
