About the client
At the initial stage of the website promotion campaign, the client faced several problems at once, the main ones being weak engagement and irrelevant views. Targeted advertising was used exclusively in Meta Ads and mainly for a wide audience, there was no segmentation by needs. CPL 5 CTR and CPC rates were €35, 0.91% and €1.10 respectively. The creatives were statistics with general data about the sites and did not include video or emotional component. The advertising campaign did not cover TikTok, despite the presence of a potentially promising audience of 35 to 45 year olds considering a move to Spain. Demand in the real estate market of this country is quite specific, mainly families or couples, set on buying a home and permanent residence, as well as those interested in long-term investments.
Goals
- Optimization of cost per lead and increased efficiency of advertising investments Reduction of cost per lead (CPL) through the introduction of personalized creatives, segmentation by audience needs and A/B testing of lead forms and quizzes, which reduced CPL by 48%.
- Increased audience engagement and quality through a multichannel approach Increased CTR and lead quality by launching video creatives in TikTok and Meta, tailored to the interests of target segments: investors, home buyers and rental income. The use of testimonials, expert commentary and “live contact” scenarios increased engagement and trust.
- Increased reach and generation of highly relevant leads Reaching new audiences through TikTok and in-depth segmentation in Meta Ads provided reach to more than 160,000 users, and the number of leads grew from 42 to 117. Over 60% of these leads were relevant and converted into live real estate showings.
Solution
We chose a multichannel strategy, with TikTok and Meta coverage. We adapted it to the specifics of the country and the secondary real estate niche. We formed creatives in the form of videos, supplementing them with subtitles in Russian and emphasizing the cost, infrastructure, and excellent prospects for those interested in permanent residence.
Segmented the audience by purchase needs:
- for the purpose of relocation;
- for investment;
- for renting.
On the TikTok platform, we launched a vertical video format with a personalized approach - comments and evaluation of objects by real agents, focusing on personal benefits. Meta Ads made segmentation by Lookalike, needs (living in Spain, moving, residence permit), additionally performing A/B testing of such formats as lead form and quiz. As part of retargeting, we warmed up the audience through stories with reviews left by clients. CPL was reduced by 48%, and the degree of engagement was increased through individual creatives.
CTR increased to 2.12%, CPL - up to €18, and reach for the month exceeded 160 thousand unique users.
Result
As a result of the revision of the targeting advertising strategy in Spain in the secondary real estate niche, we were able to achieve an increase in effectiveness, which is reflected in the following indicators:
- CTR increase from the original 0.91% to 2.12%;
- decrease in CPL from €35 to €18;
- an increase in the number of requests from 42 to 117.
TikTok advertising proved to be the most effective. The audience showed great interest in the video content published on this platform. Over 60% of leads turned out to be highly relevant and transformed into a demonstration of objects