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Initial Analysis

There was investment in paid media, but the campaign structure wasn't effectively moving the funnel.

The channel used was Meta Ads, with interest-based targeting that was too broad, (without purchase-behavior targeting, without remarketing audiences segmented by depth of site visits, without lookalike audiences built from converted buyers). The result was an apparently acceptable CPL but with a very low qualification rate, a volume without intent.

Google Ads was underinvested, without Search campaigns structured by search intent nor by property type, nor by location, nor by funnel stage. In addition, there was no ROAS control nor clear attribution between channels.

The Strategy

The strategy was based on a complete restructuring of the paid media setup and the creation of a funnel with active lead management from the first click through to conversion.


  • We created Google Search campaigns organised by search intent, segmented by property type (apartments, houses and office spaces), location, and stage of the funnel. Each ad group was built with an extensive list of negative keywords to eliminate irrelevant traffic and ensure that budget was allocated only to searches with genuine purchase or rental intent. At the same time, we launched Display campaigns exclusively for remarketing, segmented according to the depth of engagement on the website.


  • We restructured the account into three distinct layers. At the top of the funnel, cold audiences were targeted using qualified behavioural segmentation rather than generic interests, focusing on purchasing behaviour, financial profile, and life-stage indicators relevant to each property type. In the middle of the funnel, remarketing audiences were segmented by pages visited and time spent on site, with creatives tailored to the level of engagement already demonstrated. At the bottom of the funnel, 1%–2% lookalike audiences were built from converted leads and actual buyers, the audiences with the highest conversion potential and the lowest cost per qualified lead.


  • We implemented segmented email automation sequences based on the type of interest, residential properties and office spaces, with independent workflows and progressive content designed to support the decision-making process. This included project introductions, location and market insights, financing options and, where relevant, profitability data for investors. The CRM was configured to automatically score leads based on engagement levels, generating priority alerts that allowed consultants to focus their efforts on the most qualified prospects.


    We also implemented a multi-touch attribution model using structured UTM parameters by channel, campaign and funnel stage. Reporting was organised by development project, with cost per qualified lead established as the primary KPI rather than raw CPL. For the first time, both the marketing team and commercial management had clear visibility into the return generated by every euro invested across products and channels.

Results

The new paid media and automation strategy delivered significant results with a direct impact on the commercial quality of the sales process.


The number of qualified property viewing requests tripled (+3x) over the course of a single quarter, reflecting the improvements in audience targeting and automated lead qualification.


Average time spent on product pages increased by 220%, demonstrating that potential buyers were arriving better informed and with stronger purchase intent.


Unqualified property visits per consultant decreased by 55%, allowing the sales team to focus exclusively on opportunities with a high likelihood of conversion.

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