Overall, 4 leads were achieved this week across both search and social (compared to 3 last week).
On top of that, we saw an extra lead coming through on the website, outside of our paid activity.
Search
- Spend and traffic decreased by 30% this week.
- This is off the back of us decreasing bids, after slightly over pacing at the start of the campaign.
- Notably, we've focused our spend on location terms, such as 'Bondi apartments for sale', as they are more specific and relevant to Halcyon.
- As a result, 50% of the traffic came from Bondi related searches.
- On top of that, 1 lead came from these terms, from the specific search 'real estate for sale Bondi'.
- This sits at a $250 CPL, which is what we typically see for search campaigns (usually ranging from $200-$300).
Social
- 3 leads were achieved from Meta this week (2 last week).
- This sits at a $570 CPL - while this is higher than what we typically aim for, our targeting is very niche and therefore, we'd expect CPL to be higher.
- As discussed with 1st City, we'll introduce a lead form campaign which should help improve lead volume.
- Looking at targeting, we saw our Lookalike audience performing best this week, receiving 2 leads at a $190 CPL.
- 1st City Lookalikes also achieved 1 lead, at a $280 CPL.
- We've made some budget adjustments between audiences again, allocating more spend towards these two.
- We've also introduced a luxury car owners audience, which has not converted yet.
- On top of that, we plan to add luxury hotel visitors and Sydney affluent suburbs residents audiences into the mix - this requires Meta business verification to activate.
- In terms of creatives, the best results came from the Exterior, with 2 leads at a $230 CPL.
- This compares to 1 lead at a $1k CPL for the video - we've paused this asset and introduced a GIF instead.
- The Beach asset has not converted this week, with Meta only allocating a small portion of the spend ($170).
- We'll keep a close eye on performance and will make optimisations when needed.
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