The client, Budservice, a well-established real estate developer in Cherkasy, approached us with the goal of launching targeted advertising campaigns on Facebook and Instagram to promote the Ridnyi Dim residential complex.
Ridnyi Dim is a modern comfort-class residential development located in the quiet city center of Cherkasy. The project consists of five residential buildings featuring well-planned infrastructure, a convenient location, thoughtfully designed apartment layouts, individual heating systems, energy-efficient windows, and landscaped outdoor areas with recreational spaces, children’s playgrounds, and sports facilities.
The primary objective was to generate a consistent flow of high-quality leads for the sales department while increasing the project’s brand awareness within the local real estate market.
The campaign was built around a strategy of continuous hypothesis testing, supported by data-driven decision-making and ongoing optimization of advertising campaigns.
Additionally, during this period:
Initial Geo:
Post-Scaling:
Core Audience:
Men and families with children
Real estate investors seeking rental opportunities
People considering relocating to Cherkasy
Targeting:
Broad Audience
Platform:
Meta (Facebook + Instagram)
Format:
Lead Ads (Instant Forms)
Due to the limited geographical targeting (Cherkasy and the Cherkasy Region only), the primary focus was placed on regularly refreshing ad creatives to prevent audience fatigue.
The key KPI was maintaining the target Cost per Lead (CPL) while keeping the share of qualified leads at 40% or higher.
Hypothesis 1: Regularly refreshing ad creatives would help maintain optimal CPM and CPL by preventing audience fatigue.
Hypothesis 2: Video creatives featuring real footage of the residential complex would generate higher-quality leads than rendered visuals.
Hypothesis 3: Creatives highlighting a specific price or installment payment options would generate lower-cost leads.
Hypothesis 4: Tailoring offers to different apartment types would improve campaign performance.
Hypothesis 5: Seasonal and promotional offers tied to holidays and special events would increase lead volume without raising CPL.
Hypothesis 6: Creatives incorporating strong hooks and psychological triggers would improve engagement.
Hypothesis 7: Replacing creatives once the ad frequency reached 2.0–2.5 would help stabilize the Cost per Lead.
This approach enabled us to maintain a stable Cost per Lead while keeping the share of qualified leads at 40%+.
Video Tour of the Residential Complex (No On-Camera Presenter)
This project demonstrated that even within a geographically limited market, it is possible to achieve consistent lead generation results while maintaining the target Cost per Lead (CPL) over an extended period. With the right strategy, targeted advertising remains highly effective, even when working with a relatively small audience.
The key success factor was a systematic approach to creative optimization. Regular testing of new formats, hypotheses, and advertising strategies helped prevent audience fatigue while maintaining stable conversion rates. Careful frequency management also played a crucial role, ensuring that potential customers were not overwhelmed with ads and allowing campaigns to remain effective over time.
In addition, continuous performance analysis and ongoing campaign optimization enabled us to scale the highest-performing strategies while quickly eliminating underperforming ones.
This case once again proves that sustainable success in targeted advertising is not the result of a single successful campaign, but of a data-driven process built on continuous creative testing, performance analysis, and ongoing optimization.
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