Case study · Real estate · Facebook & Instagram Ads
Real estate lead generation: 534 leads from as little as $0.91 each
How segmented Facebook and Instagram campaigns for buyers, sellers and investors — with location-based targeting and Meta Pixel + Conversions API tracking — replaced inconsistent inquiries with a predictable pipeline for Marks Realty NY.
534
Leads generated
$0.91
Lowest cost per lead
~$1.01
Average cost per lead
Client
Marks Realty NY
Industry
Real estate & apartment rentals
Platforms
Facebook & Instagram Ads
Tracking
Meta Pixel + Conversions API
The challenge
Inconsistent inquiries meant an unpredictable pipeline.
Uneven
inquiry flow
Marks Realty NY was relying on inconsistent inquiries, which made the sales pipeline hard to predict and growth hard to plan.
Mixed
audiences
Buyers, sellers, investors and renters all need different messages — a single generic campaign couldn’t speak to all of them.
What we built
A segmented Meta Ads system for real estate leads
Instead of one generic campaign, the account was split by audience and location, with tracking in place to scale what worked.
01
Segmented campaigns
Separate Facebook ad campaigns for buyers, sellers and investors, each with its own message and offer.
02
Location-based targeting
Ads reach people in and around the areas where the agency operates, so leads are relevant to its listings.
03
Listing-specific campaigns
Dedicated campaigns promote specific apartments and properties to people interested in renting or buying in the area.
04
Conversion-focused funnels
Meta lead forms and funnels optimised for conversions make it quick for prospects to register interest.
05
Meta Pixel + Conversions API
Pixel and server-side CAPI tracking send accurate conversion data back to Meta, so campaigns optimise for real leads.
06
Facebook & Instagram placements
Ads run across both platforms, feeding a pipeline of qualified leads and booked appointments.
Real campaign results
Campaign-by-campaign results from Meta Ads Manager
The figures below are taken directly from the client’s Meta Ads Manager account. Three campaigns generated 534 Meta leads between them.
256
leads at $0.94 each
Marks Realty lead campaign
244
leads at $0.91 each
HASA lead campaign
34
leads at $2.31 each
1119 & 739 apartment campaign
Campaign breakdown
Campaign
Results
Cost per result
Amount spent
Leads Campaign — Marks Realty
256 leads
$0.94 / lead
~$240 spent
HASA Leads Campaign
244 leads
$0.91 / lead
~$223 spent
Leads — 1119 & 739 Apartment Campaign
34 leads
$2.31 / lead
~$79 spent
Screenshot from Meta Ads Manager showing the three Marks Realty NY lead campaigns, with Meta leads and cost per lead.
Key takeaways
What real estate agencies can learn from this account
Segment by audience
Buyers, sellers and investors respond to different messages. Splitting campaigns lets each audience see an offer that fits.
Local targeting keeps leads relevant
Location-based targeting focuses spend on people who can actually use the agency’s listings and services.
Good data, low costs
Meta Pixel and Conversions API give Meta accurate lead data to optimise against. The two main campaigns delivered leads at under $1 each.
How much does a real estate lead cost on Facebook Ads?
In this account, three campaigns generated 534 Meta leads at between $0.91 and $2.31 per lead — roughly $1.01 on average. Costs vary with the market, offer and audience.
Which audiences were targeted?
Segmented campaigns targeted buyers, sellers and investors, plus people interested in specific apartments, using location-based targeting.
Why use Meta Pixel and the Conversions API?
The Pixel tracks actions in the browser and the Conversions API sends them server-side. Together they give Meta more complete conversion data, which helps campaigns optimise for real leads.
Can you build this for my agency?
Yes. Start with a free audit of your current ads and lead follow-up. Results depend on your market, offer, budget and how quickly leads are followed up, so we’ll tell you honestly what’s realistic.
Results depend on your market, offer, budget and how quickly enquiries are followed up. Past results are not a guarantee of future results.
Want a predictable property pipeline?
Get a free audit of your ads, tracking and enquiry follow-up — and see where your next leads will come from.