02 / 04Results
From lead to closing: USD 22.1M in property sold
The same real-estate pipeline followed past the lead form and into the CRM, where 75 deals closed for a combined AED 81,317,569 on roughly AED 260K of media spend.
- Deals closed Recorded in the CRM
- 75
- Closed deal value AED 81,317,569
- USD 22.1M
- Media spend ≈ AED 260,000
- USD 71K
- Closed value per dollar Sale value ÷ media spend
- 313×
The brief
Cost per lead is easy to flatter and easy to argue with. The only number a developer or brokerage actually cares about is how much property the pipeline sold, so the leads from the Meta account were followed through the CRM to the closing stage.
What I did
- Matched CRM stages back to the ad sets and lead forms that created each record, so closings could be attributed rather than guessed.
- Reported on closed value alongside cost per lead every week, which changed which ad sets got budget.
- Fed the closing data back into targeting and creative, favouring the audiences that produced deals rather than the ones that produced cheap forms.
The report behind it
Taken from the platform exactly as exported. Click any report to open it full size.
The numbers
| Measure | Value | Notes |
|---|---|---|
| Deals closed | 75 | Recorded as won in the CRM |
| Closed value | AED 81,317,569 | About USD 22.1M at 3.6725 |
| Average deal value | ≈ AED 1.08M | Closed value ÷ deals |
| Media spend behind the pipeline | ≈ AED 260,000 | About USD 71K |
| Closed value per dirham spent | 313× | Sale value, not commission |
Closed value is the sale value of the properties as recorded in the CRM, not agency revenue or commission.
What it means
Three hundred and thirteen dirhams of property sold for every dirham of media. That multiple is the reason the account kept scaling: the conversation with the client stopped being about cost per lead and became about how much pipeline the next AED 100K could buy.