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5,364 property leads from one Meta account

Lead-form and website-conversion campaigns for property developers and brokerages in the UAE, scaled from AED 40 to AED 500 a day per ad set while holding the account-wide cost per lead at AED 43.75.

Leads Account total: 5,364
Average cost per lead AED 43.75: USD 11.91
Amount spent AED 234,688.78: USD 63.9K
Average frequency 4.7M accounts reached: 2.16

The brief

Developers and brokerages need a steady flow of enquiries the sales floor can call the same day. The job was volume that did not fall apart as budgets went up, in a market where the same buyers see property ads every day of the week.

What I did

Ran lead-form and website-conversion ad sets side by side, so the cheaper mechanic could be found per audience instead of assumed.
Built prospecting on both broad targeting and interest stacks, with retargeting sequences behind each.
Scaled winners from AED 40 to AED 500 a day, judging each increase on frequency as well as cost per lead.
Rotated creative before frequency passed roughly three, which is where cost per lead started to climb in this account.

The report behind it

Taken from the platform exactly as exported. Click any report to open it full size.

Meta Ads Manager · ad sets sorted by leadsWhat you are looking at: the ten highest-volume ad sets in the account. The leads column runs from 730 down to 196, and the cost-per-lead column beside it from AED 6.48 to AED 53.71. Daily budgets sit between AED 40 and AED 500. The bold row at the bottom is the account total: 5,364 leads, AED 234,688.78 spent, 4,727,354 accounts reached at a 2.16 frequency.

The numbers

Ad set	Leads	Cost / lead (AED)	Daily budget	Spent (AED)	Reach	Frequency
Lead form · top performer	730	6.48	50	4,732.58	219,977	3.33
Conversion leads	419	13.46	40	5,639.38	78,184	3.00
Lead form	377	15.77	80	5,946.07	296,158	1.74
Conversion leads	365	9.78	50	3,569.00	120,274	3.10
Lead form	316	15.25	500	4,817.95	164,071	1.87
Lead form	250	13.69	50	3,421.91	278,556	2.08
Lead form	216	29.80	200	6,436.00	137,815	2.02
Conversion leads	210	52.75	252	11,077.15	80,905	2.73
Lead form	207	53.71	161	11,117.78	141,129	2.25
Lead form	196	16.64	70	3,262.32	379,188	1.65
Account total	5,364	43.75	—	234,688.78	4,727,354	2.16

Top ten ad sets by lead volume; the final row is the whole account across 10,212,676 impressions.

What it means

The spread between the best and worst ad set is eight times, which is the whole argument for running mechanics against each other rather than picking one. The cheapest ad set delivered 730 leads at AED 6.48, and the account still closed at AED 43.75 per lead after the expensive tests were paid for. Lifetime real-estate spend in the UAE across this and related accounts is around USD 300K.