Facebook & Instagram ADS | targeting | Modular houses

Case: 214 leads on modular houses in the Czech Republic (Meta Ads)
Region: Czech Republic (Geo: CZ)

Niche: Modular houses / Real estate

Campaign type: Lead generation through embedded lead forms (FB Forms)

Total budget for testing: 6,571.64 CZK

Number of leads obtained: 214 (completed questionnaires with contacts)

Average cost per lead (CPL): 29.22 CZK

1. What work was done?
Built a lead funnel: Instead of expensive clicks to the website, created a funnel within Meta: Ads with an offer → Short survey in the lead form for qualification → Collection of contacts (phone, email).

Audience testing: Tested a broad audience and targeted by interests (construction, architecture, country houses).

Localization of creatives: Conducted analysis of the target audience and competitors. Created ads that distinguished us in the market, tested creatives with live photos of finished objects, tested different offers, and focused on speed.

Budget optimization: The main budget was directed towards lead generation, while simultaneously launching a warming campaign with an extremely low CPM (15.27 CZK) for maximum market reach.

2. Key metrics from the dashboard:
Reach: 29,462 unique users (52,275 impressions).

Frequency: 1.77 — an optimal indicator that allowed not to burn out the audience during the testing period.

Result: The main campaign brought 214 hot leads at a record low price for this niche — 29.22 CZK per lead. Interested buyers were found, and negotiations are ongoing.