Svitlo Residential Complex: How account and audience optimization helped reduce CPL nearly by half without increasing the budget
About client
A modern, premium-class residential complex in Lutsk
What was the task?
1) Increase awareness of the residential complex.
2) Ensure a steady flow of relevant leads for the sales department.
3) Boost audience engagement on social media through targeted advertising.
The Balanced Scorecard Strategy
A combination of campaigns focused on traffic, lead generation and engagement to ensure steady growth in key performance indicators.
What was done?
1) Brand and category search campaigns have been launched on Google Ads to drive targeted traffic to the website.
2) A PMax campaign has been launched on Google Ads to increase the number of forms submitted via the website.
3) Advertising campaigns targeting lead forms on Meta have been launched to increase the number of relevant leads.
4) We have launched engagement-based adverts on Meta to drive traffic from the target audience to the housing complex’s social media pages.
5) A traffic campaign has been launched on Meta to increase the number of visits to the website.
Steady progress thanks to targeted changes to account structures and audiences
Adaptive optimisation
Throughout the project, we monitored metrics in real time so that we could respond immediately to fluctuations and improve the effectiveness of the advertising.
Key stages:
1. The traffic campaign on Meta has been paused. A call-to-action campaign has been launched to improve lead quality.
2. A Demand Gen campaign has been launched on Google Ads to boost brand awareness and optimise the account structure across all stages of the funnel.
3. After testing various audiences, it was found that a broad audience without specific interests yields the best results; the budget was reallocated specifically to this user segment.
Project gallery
Conclusion
A comprehensive approach to optimising account structures and audiences has led to a significant increase in the number of leads without any additional budget, confirming the effectiveness of the chosen strategy.
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