Client: estate agency The Residence — residence-estate.ge
Locations: Batumi and Tbilisi
Client Team: ~10 people
Leads plan: 180 applications/month.
Planned Budget: $1 300/month
Quality Objective: focus on qualified leads (purchase ≤6 months, clear budget, get in touch)
Launch languages: RU / EN / DE / DE / PL / TR (5 languages)

🧭 Stage 1: Analytics and Strategy (2 days)

Market scan and competitors

We looked at Google's Meta ad libraries and SERPs: what offerers, visuals, «trust triggers» players are using.
They noted «white spots»: investment offers without specifics on figures, weak segmentation by language.

CA segmentation

Investors (profitability/liquidity),
Families and Relocants (living by the sea, schools, infrastructure),
«Second home/holiday home» (seasonal, holiday lettings).

Platforms and the lead path

Meta (Facebook/Instagram) - a major source of volume (On-Facebook Lead Forms).
Google Ads - warm demand by keys («buy a flat in Batumi», «Batumi real estate», etc.).
Lead path: ad → lead form → customer CRM → qualification.

🎨 Step 2: Creatives and Offers

For the test run we prepared ~20 static creatives и 3 videos (versioning for 5 languages).

Offer Logic:

Investments: «facilities with high occupancy rates, revenue projections»,
For life: «by the sea, infrastructure, family benefits»,
Accessible Entry: «cost from ..., instalments, availability».

Quality rules: real photos/renders, short headlines, benefit in the first screen, call to action without «water».
Localisation: not direct translation, but adaptation - different triggers for RU/EN/DE/PL/TR.

🔧 Step 3: Setting up campaigns

Meta (main volume)

Structure: separate campaigns by language and target; within - groups by CA segments.
Optimisation: purpose Leads, lead forms within Facebook/Instagram (minimum friction, «2-click» applications).
Targeting: interests (property, investments, emigration), geo (Europe, CIS, Turkey), languages.
Technically: Pixel + Conversions API, auto-rules on stopping expensive groups, frequency limits, audience overlap exceptions.
Forms: short (name/phone/language), checkbox «interested in investment/life/holiday» - helps qualification.

Google Ads (warm demand)

Campaigns: search (RU/EN/DE/PL/TR), branded + generic, cities and «real estate»/«apartments».
Minus words: rent, jobs, hotels, bank mortgages, etc.
Conversions: import of targets (form submission, call), ROAS-logic - rate by target CPA.

⚡ Stage 4: Start-up and first 72 hours

The launch took 5 days from brief to first ad impressions.
First leads came within 24 hours.
Every 6-8 hours is a mini-cut: we switch off expensive bundles, reallocate budget into winners.
Video creatives were left as a «warm up» within the best group (gave cheap CPM).

📟 Stage 5: Cross-cutting analytics (free of charge for the client)

We're connected and configured end-to-end analytics (included at no charge to customers):

funnel from show to deal: show → click → lead → «qualified» → view → booking → deal;
reports by language/city/offer;
«qualified lead» marker in CRM and backward synchronisation to advertising offices.

What it did: We did not «chase the CPL», but strengthened the ligaments that give qualified leads. The average cost of a qualified lead on a project is $20-30.

📊 Results in 30 days

Lidov: 513
Budget: $1 575
CPL: $3.07 (On-Facebook Leads)
Qualifications: 20-30% leads are ready for transaction in the horizon of ≤6 months
Plan vs fact: planned 180 leads for $1 300 → done 2.8× bigger Requests for comparable budget
Next: scaling up to 600+ leads/month while maintaining the share of qualified leads.

🤔 Why it worked (and where the results usually «pile up»)

Our pluses

5 languages = broader reach, higher relevance of the offerers.
20+ stats + 3 videos = finding «winners» quickly without overheating the audience.
On-Facebook forms = fewer steps → more applications for the same budget.
Cross-cutting analytics = budget goes to bundles where there are «quals», not just cheap clicks.
Response in the first 72 hours = budget savings at the start.

Where there's usually a mistake

One language «for all» → low relevance.
Long forms/landings → lead conversion drops.
No connection between advertising and CRM → «shoot» bundles that don't convert into deals.
Not cutting expensive groups at the start → budget goes into the «void».

🧩 What this means for agencies and property developers

Receive large volume on $3-5 realistic with proper segmentation and rapid optimisation.
Qualified leads require separate logic and analytics - don't confuse them with «all leads».
Speed (launch 5 days, first leads in 24 hours) saves weeks of testing and money.