⚠️ Illustrative example — all figures and names here are fictional. It exists only to show the required case-study format.
Real Estate · السعودية · Oct — Dec 2024 (13 weeks)
Generate qualified buyers for a residential project using clear purchase criteria, instead of maximizing raw enquiries.
- Meta Ads
- Google Search
- CRM
01
Business Challenge
Sales received 400 leads a month, but only 8% matched the project budget or timeline — meaning 92% of ad spend bought names that would never buy. The developer measured success by the number of enquiries, so pressure pushed volume up.
02
Strategy
The measurement point moved from “enquiry” to “qualified lead”: • An in-platform form asking budget, unit type and timeline before the phone number. • Excluding anyone whose timeline exceeded 18 months from targeting. • Google Search restricted to project and district terms. • Meta for discovery with real photography, and no investment promises.
03
Execution
A “qualified lead” event was fired from the CRM after the first successful call and wired back into the ad platforms. A weekly report separated enquiry → qualified → showroom visit → reservation.
04
Optimization
Week 3: paused six ad sets despite their large volume because lead quality was effectively zero. Week 5: narrowed the target market to three districts only. Week 8: moved 40% of budget to Google after lead quality held there. Week 11: restarted Meta with lookalikes built from qualified leads only.
05
Results
| Metric | Value | Definition |
|---|---|---|
| Cost per qualified lead | SAR 112 | Spend ÷ leads that passed qualification (budget + timeline) and were confirmed in the CRM. |
| Qualification rate | 31% | Qualified ÷ total completed forms (8% before the change). |
| Cost per showroom visit | —pending | Spend ÷ showroom visits actually logged at reception. |
عرض البيانات كجدول
| أسبوع 1 | 268 |
| أسبوع 2 | 249 |
| أسبوع 3 | 221 |
| أسبوع 4 | 198 |
| أسبوع 5 | 181 |
| أسبوع 6 | 166 |
| أسبوع 7 | 155 |
| أسبوع 8 | 148 |
| أسبوع 9 | 139 |
| أسبوع 10 | 128 |
| أسبوع 11 | 121 |
| أسبوع 12 | 116 |
| أسبوع 13 | 112 |
Attribution note: Some visits came from a buyer who saw an ad, then searched the project name on Google — those are attributed to Search, not Meta. Meta’s real contribution may therefore be understated here.
06
Key Learnings
Measured by raw enquiries, this campaign would have looked like the best performer while wasting 92% of budget on non-buyers. Defining the qualification criterion before allocating budget is half the result.