Challenge

A property technology startup in Bangkok faced significant hurdles promoting second-hand homes across multiple developments. Each project had distinct features and target markets, making it impossible to adopt a one-size-fits-all advertising approach. The client needed high-quality leads at scale while keeping the cost per lead (CPL) under 800 baht for each development. This added complexity, as the aim was to deliver a large number of leads without compromising quality or exceeding the cost limit.

A platform for instant home buying and selling expertly renovated homes.

Approach

To overcome these challenges, we created a segmented advertising strategy, tailoring campaigns for each of the client’s three projects. How Primal tackled this involved tracking key metrics like CPL and lead quality for each development, ensuring specific objectives were met. By closely monitoring campaign performance, we identified the ad sets that generated the highest volume of leads at the most cost-effective CPL. Using optimisation strategies, we struck a balance between volume and quality while staying within the budget.

Results

After one month, it was clear that the Leadgen #5 campaign was performing exceptionally well, delivering a high volume of leads at a lower-than-expected CPL. How Primal improved efficiency was by recommending the merger of the Leadgen #2 and #3 campaigns, reallocating budget for better cost control. This strategic move ensured high-quality leads continued to flow, with improved budget efficiency and consistent CPL management. The client’s goals were achieved without exceeding the cost threshold or compromising on lead quality.

I want these numbers

101.9%

CONV Increase

43.9%

CPL Decrease

17.5%

CTR Increase

I want these numbers
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