Horizon Estates Developers is a reliable and experienced developer, renowned for high-quality construction and a personalized approach to every client.
The client approached us to launch targeted advertising on Meta. The key objective was to precisely hit the target audience and execute a full-scale launch within a tight 2-week deadline—a challenge we successfully met.
At the start of our collaboration, the client’s side involved 3 sales managers, utilizing their own CRM system and IP telephony. We initiated the campaigns with a monthly budget of $700, targeting Kyiv + 40 km.
Monthly budget increased to $3,500
Expanded targeting to the entire Kyiv region
20 houses sold for a total of ~$1,400,000
2,141 leads generated
Average Cost Per Lead (CPL): $7.87
34 ad campaigns tested
with 11 successfully scaled
Initial Geo:
Kyiv + 40 km radius
Post-Scaling:
Entire Kyiv Region
Core Audience:
Families 25+, men and women, individuals considering a private house over an apartment.
Targeting:
Interests (House, Townhouse, Cottage) + Broad audience.
Platform: Meta (Facebook + Instagram)
Format: Lead Ads (Instant Forms) This approach minimized friction in the user journey, making the lead submission process as simple as possible.
The 2025 suburban real estate market is shaped not only by economic factors but also by new buyer behaviors following the full-scale war. Our strategy was built on testing three key motivation groups:
Messages focused on financial feasibility and practicality:
Home autonomy
Option to install alternative energy sources
Private land plots
Apartment alternative
Flexible installment plans & partial payment options
Discounts for 100% upfront payment
Special promotional offers
Renovated houses & “turnkey” options (furnished)
Visualizing the dream lifestyle for families:
Living close to nature (pine forests, fresh air)
Peace and quiet away from city noise
Social proof: reviews from existing homeowners
Cozy vibes: fireplaces and relaxation zones
Private outdoor space
Safe environments for children
Since 2022, safety has become a paramount factor. This group of hypotheses showed the highest efficiency:
On-site shelters
Autonomous systems
Generator-ready infrastructure
Power stations (EcoFlow/Bluetti)
Alternative heating systems
Total Spend: $16,853
Leads: 2,141
Average CPL: $7.87
Clicks: 34,555
Impressions: 2,920,749
CPM: $5.77 | CTR: 1.18%
Conversion Rate (Form Submission): 6.2%
Qualified Leads: 551 | Cost Per Qualified Lead: $30.58
Within 12 months, the budget grew from $700 to $3,500/month. Key scaling steps included:
Expanding geography to the entire region.
Continuous A/B testing of new offers.
Launching fresh campaign structures. We stuck with Lead Ads as they provided a consistently low cost per inquiry.
Total Tested:
👉 34 ad campaigns
👉 11 successfully scaled
The campaign type remained consistent — we stuck with Lead Ads, which maintained a stable and low cost per inquiry.
We utilized diverse formats to keep the frequency healthy:
Talking head videos (UGC style)
Voiceover videos
Drone FPV fly-throughs
House tours
Static banners & interior shots
High-quality renders and “live” photos
🔝 Top Performers:
Talking head videos
Affordable installment plans
Shelter-focused creatives
Autonomy and “ready-to-move-in” status
🎬 Talking head video: Offer – “Get a designer renovation as a gift”
Talking head video: Ready houses starting from $760/sqm
🏠 Static “Live” photo: Focus on the on-site shelter
🎬 Talking head video: “Ready to move in” (The “Slippers-ready” house)
Cottage community advertising can consistently generate affordable leads even without a complex website or pixel—provided there is a deep understanding of audience motivations and regular offer testing.
Key Success Factors:
Laser focus on the family segment.
Showcasing real, completed construction.
Emphasis on autonomy and safety.
Constant offer rotation.
We have an offer for you – a 30-minute marketing strategy session with a marketing expert from the Adart agency, where you:
