Windows Replacing Company: Multi-Channel Ad Campaign with Up to 20 Leads per Day
With CRM, IP-telephony, end-to-end analytics integration
The goal: To establish an additional stream of leads from the internet
Marketing budget: $1,000 - $2,000 per month
About the project
Our client already has a website and ads, but he wanted to try new instruments to increase revenue.
Aerial image of the territory at the beginning of the project, showcasing the layout of future streets
What did we do before the ads launch?
This time, we embarked on a project where nothing was ready for launching ads. There was neither a website nor any social profiles. But this was not an issue for us, as approximately 50% of our clients are startups or new products.
We initiated our standard process but accelerated each step as if it were a race.
Here's what we accomplished:
We initiated our standard process but accelerated each step as if it were a race.
Here's what we accomplished:
- Competitive and market analyses
- Selection of audiences and targeting geography
- Landing page development
- Initial preparation of social profiles
- Setting up ads infrastructure: payment method, FB Pixel, notifications, integrations
- Developing sets of ad creatives and ad copy
Typically, we create a comprehensive mind map that encompasses competitor analysis, advertising analysis, market research, and targeted audiences.
This mind map is shared with our client as it can greatly benefit their social media marketing and sales endeavors:
This mind map is shared with our client as it can greatly benefit their social media marketing and sales endeavors:
MindMap of analysis
The launch and optimization
Then, we launched ads, obtained initial results, and initiated the process of optimizing ad costs and improving the sales team's conversion rate.
Our actions included:
After achieving results with one advertising channel, we typically move on to the next. In this instance, we initiated our launch with Meta Ads, specifically ads on Facebook and Instagram. Subsequently, we commenced working with Google Ads (PPC), Search Engine Optimization (SEO), and SMM, which includes posts, stories, and reels, to engage and warm up our audience.
Our actions included:
- Integrating marketing and sales by implementing CRM, IP-telephony, and end-to-end analytics
- Optimizing conversion and sales costs through testing different offers and maintaining communication with the sales team
- Launching a remarketing campaign to engage potential customers who have previously visited our resources but haven't yet submitted a request
- Testing new geographies and audiences
After achieving results with one advertising channel, we typically move on to the next. In this instance, we initiated our launch with Meta Ads, specifically ads on Facebook and Instagram. Subsequently, we commenced working with Google Ads (PPC), Search Engine Optimization (SEO), and SMM, which includes posts, stories, and reels, to engage and warm up our audience.
Example of houses for sale
A Crucial Element for a Successful Launch
It's interesting how the most vital aspect of every launch, which is establishing feedback from sales to marketing, often surprises our potential clients. Many companies tend to underestimate the significance of this moment. A clear feedback enables us to make necessary adjustments to our ad campaigns.
However, this time, we had the pleasure of working with an experienced entrepreneur. So we got access to our clients' CRM and established interaction with sales.
Also, we have implemented an end-to-end analytics system and gained .This allows us to have all the necessary data for each ad channel right at our fingertips, including:
Moreover, all this data is available for each ad channel and every ad campaign, such as:
"You can manage it if you can measure it"
With this infrastructure in place and feedback from the sales team, we could test our hypotheses more effectively and quickly. We can identify areas where we are losing marketing budget and getting bad leads and determine what needs to be scaled up to drive more good leads and sales.
However, this time, we had the pleasure of working with an experienced entrepreneur. So we got access to our clients' CRM and established interaction with sales.
Also, we have implemented an end-to-end analytics system and gained .This allows us to have all the necessary data for each ad channel right at our fingertips, including:
- CPM (Cost Per Mille): Cost of 1000 ad impressions
- CPC (Cost Per Click): Cost of individual clicks on our ads
- CTR (Click Through Rate): Measure of how engaging our ad creatives are
- CPL (Cost Per Lead)
- CV (Conversion Rate) of our landing pages
- CPS (Cost Per Sale)
Moreover, all this data is available for each ad channel and every ad campaign, such as:
- Meta Ads: Facebook & Instagram
- Google Ads
- SEO
- Retargeting campaigns
- Offline campaigns
- Affiliate programs
- And more
"You can manage it if you can measure it"
With this infrastructure in place and feedback from the sales team, we could test our hypotheses more effectively and quickly. We can identify areas where we are losing marketing budget and getting bad leads and determine what needs to be scaled up to drive more good leads and sales.
Why We Engaged with the Client's Sales
The company lacked an experienced sales team, and the team itself comprised only two members.
Upon launching our ad campaigns, we were pleasantly surprised to receive dozens of leads per day. The sales team was equally astonished.
You never know the exact results until after the launch!
Recognizing the sales team's need for support, we swiftly took action and implemented the following measures:
Upon launching our ad campaigns, we were pleasantly surprised to receive dozens of leads per day. The sales team was equally astonished.
You never know the exact results until after the launch!
Recognizing the sales team's need for support, we swiftly took action and implemented the following measures:
- Introduced a lead qualification stage
- Established a CRM system to manage other stages of the sales funnel
- Developed sales scripts for phone calls and messenger communications
- Created sales materials
- Coordinated the production of photo and video content
How We Found Additional Audiences
As usual, we tested various targeting methods based on interests such as real estate, investment, finance, and many other standard approaches for our favorite niche. We thoroughly explore each idea using different ad creatives, ad copy, and offers. By conducting dozens of tests, we consistently achieve positive results.
This time, after achieving stable results, we began experimenting with more unconventional hypotheses to identify potential target audiences. One such idea was exploring different geographical areas for displaying our ads.
Initially, we focused on launching in a narrow geographic location where the audience could easily visit the construction site, being in close proximity to the project. However, we decided to take a less obvious approach by analyzing relocation patterns and attempting to engage people from different states to consider our project.
Surprisingly, we showcased our ads to individuals living thousands of miles away from our city, and the results exceeded our expectations. We obtained leads at a lower cost than anticipated.
Additionally, we developed a specialized WhatsApp script to facilitate remote showing and negotiations. As a result, several leads visited us to purchase a house.
This intriguing experiment provided valuable insights and opened up new possibilities for our marketing strategy
This was just one single example of such experiments. Another example: We promoted a private school of this housing development to attract new audience: successful people with children. There were more of these experiments.
This time, after achieving stable results, we began experimenting with more unconventional hypotheses to identify potential target audiences. One such idea was exploring different geographical areas for displaying our ads.
Initially, we focused on launching in a narrow geographic location where the audience could easily visit the construction site, being in close proximity to the project. However, we decided to take a less obvious approach by analyzing relocation patterns and attempting to engage people from different states to consider our project.
Surprisingly, we showcased our ads to individuals living thousands of miles away from our city, and the results exceeded our expectations. We obtained leads at a lower cost than anticipated.
Additionally, we developed a specialized WhatsApp script to facilitate remote showing and negotiations. As a result, several leads visited us to purchase a house.
This intriguing experiment provided valuable insights and opened up new possibilities for our marketing strategy
This was just one single example of such experiments. Another example: We promoted a private school of this housing development to attract new audience: successful people with children. There were more of these experiments.
In addition
We are deeply engaged in long-term projects like this, and we take a comprehensive approach to provide assistance beyond the core requirements.
For example, for this project our team:
For example, for this project our team:
- Coordinated the production of photo and video content, including aerial filming and the creation of CGI/3D materials.
- Prepared materials for partners, such as real estate brokers and developers.
- Collaborated with the PR department and media.
- Participated in negotiations with suppliers and contractors for better understanding the product.
4k Drone Footage of the housing development construction site
The result
We achieved remarkable results!
Starting from scratch, we launched a successful marketing campaign, generated qualified leads, resolved sales challenges, and secured our first sales within just one month!
Here is an example of the statistics for our Facebook Ads campaign over a one-month period. We can see the results:
Starting from scratch, we launched a successful marketing campaign, generated qualified leads, resolved sales challenges, and secured our first sales within just one month!
Here is an example of the statistics for our Facebook Ads campaign over a one-month period. We can see the results:
Ad spend: $10,895
Leads: 422
Cost per lead (CPL): $25.82
Click-Through Rate (CTR): 1.17%, indicating that our ad creatives effectively engage our audience
Conversion Rate of our Landing Page (CR): 5.31%, which is excellent for cold audiences from Facebook Ads.
With several thousands leads generated in the first months and dozens of lots already sold, our success continues to grow.
Leads: 422
Cost per lead (CPL): $25.82
Click-Through Rate (CTR): 1.17%, indicating that our ad creatives effectively engage our audience
Conversion Rate of our Landing Page (CR): 5.31%, which is excellent for cold audiences from Facebook Ads.
With several thousands leads generated in the first months and dozens of lots already sold, our success continues to grow.
Ads Expert's comment
Real estate is one of our favorite niches, and we always find joy in launching ads within this industry.
Our specialist was able to deliver exceptional results.
We are thrilled with the outcome and eagerly look forward to undertaking more projects in this niche
Our specialist was able to deliver exceptional results.
We are thrilled with the outcome and eagerly look forward to undertaking more projects in this niche
Roman, co-founder, in marketing since 2015
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Roman
Co-founder,
in marketing since 2015
in marketing since 2015