PROMIN — a club-type cottage settlement in the suburbs of Kyiv
Contextual Advertising
Client:
PROMIN — a cottage community of a club type in the near suburbs of Kyiv.
At the start, the advertising was launched as a set of tests — without a projected CPL, understanding of the funnel, and scaling model.
Task: quickly attract potential buyers at the pre-sale stage and convert them into real deals.
Accordingly, within the project it was necessary to:
- identify marketing channels that attract not just traffic, but relevant potential buyers;
- build an effective engagement funnel that lowers the barrier before submitting an application;
- separate the stages of warming up the audience and direct lead engagement;
- test and choose a customer acquisition model that can be stably scaled.
Challenge:
The project started without marketing infrastructure: there was no pixel, analytics, or accumulated data about the audience. An additional complexity was the high cost of mistakes in the real estate niche — each non-target lead means lost time for the manager. External factors also affected the results of the campaigns, particularly massive shelling, which temporarily reduced demand for real estate.
Solution:
1. Infrastructure preparation. Set up the pixel and analytics through GTM, connected automatic lead collection to Google Sheets, and prepared the structure of the first advertising campaigns.
2. Audience testing. Launched parallel campaigns for several segments (business, IT, interests in real estate) with different creative formats. Tested LinkedIn as an alternative channel, but after spending $147 without leads, it was turned off.
3. Funnel optimization. Replaced the standard lead form with a quiz landing page, which allowed filtering out non-target applications and improving lead quality.
4. Scaling. After identifying a working model, simplified the campaign structure and divided creatives into warming up and lead generation, ensuring a stable flow of leads.
Results:
Over 7 months of advertising on Meta Ads, 484 leads were obtained with a total budget of $9,215, with an average CPL of ~$19.
- In the best month (January 2026), CPL was $12.33 — 96 leads for $1,183.
- The peak CPL value was $22, during a week of massive shelling of Kyiv, which affected the entire real estate category.
- Up to 70% of applications were marked by the client's team as "green" — relevant and ready for communication.
PROMIN — a cottage community of a club type in the near suburbs of Kyiv.
At the start, the advertising was launched as a set of tests — without a projected CPL, understanding of the funnel, and scaling model.
Task: quickly attract potential buyers at the pre-sale stage and convert them into real deals.
Accordingly, within the project it was necessary to:
- identify marketing channels that attract not just traffic, but relevant potential buyers;
- build an effective engagement funnel that lowers the barrier before submitting an application;
- separate the stages of warming up the audience and direct lead engagement;
- test and choose a customer acquisition model that can be stably scaled.
Challenge:
The project started without marketing infrastructure: there was no pixel, analytics, or accumulated data about the audience. An additional complexity was the high cost of mistakes in the real estate niche — each non-target lead means lost time for the manager. External factors also affected the results of the campaigns, particularly massive shelling, which temporarily reduced demand for real estate.
Solution:
1. Infrastructure preparation. Set up the pixel and analytics through GTM, connected automatic lead collection to Google Sheets, and prepared the structure of the first advertising campaigns.
2. Audience testing. Launched parallel campaigns for several segments (business, IT, interests in real estate) with different creative formats. Tested LinkedIn as an alternative channel, but after spending $147 without leads, it was turned off.
3. Funnel optimization. Replaced the standard lead form with a quiz landing page, which allowed filtering out non-target applications and improving lead quality.
4. Scaling. After identifying a working model, simplified the campaign structure and divided creatives into warming up and lead generation, ensuring a stable flow of leads.
Results:
Over 7 months of advertising on Meta Ads, 484 leads were obtained with a total budget of $9,215, with an average CPL of ~$19.
- In the best month (January 2026), CPL was $12.33 — 96 leads for $1,183.
- The peak CPL value was $22, during a week of massive shelling of Kyiv, which affected the entire real estate category.
- Up to 70% of applications were marked by the client's team as "green" — relevant and ready for communication.