Overview
Haus Properties approached us with a clear objective: generate qualified buyer enquiries for one of their new residential developments in London.
Rather than relying on a generic advertising approach, we developed a bespoke paid media strategy tailored specifically to the development, combining Meta Ads, Google Search Ads and high-converting landing pages to attract buyers actively searching for their next home.
Over a three-month campaign, the strategy delivered more than 250 qualified buyer enquiries, helping drive numerous property viewings and multiple sales while maintaining an exceptionally efficient cost per lead.
The Challenge
Marketing a new residential development requires more than simply putting adverts in front of people.
The challenge was to generate a consistent flow of high-quality buyer leads while keeping advertising costs efficient and ensuring the campaign could be continually refined as performance data became available.
Our Real Estate Paid Ads Strategy
Every development is different, so we built a bespoke marketing strategy around this specific project rather than using a one-size-fits-all campaign.
Our approach included:
- Comprehensive audience and competitor research.
- Detailed Google keyword research to identify high-intent buyer searches.
- Professionally produced video content captured specifically for the campaign.
- Dedicated landing pages designed to maximise conversions.
- Full Meta Ads and Google Ads account setup with accurate conversion tracking.
- Continuous optimisation based on real campaign performance.
By combining intent-based Google Search campaigns with highly engaging Meta advertising, we were able to capture buyers throughout different stages of their decision-making journey.
Creating Content That Converts
A key part of the campaign was producing creative specifically designed for paid advertising.
We organised a dedicated content shoot day with our Videographer, Ryan, to capture multiple videos and visual assets that showcased the development from different angles.
Rather than relying on a single advert, we produced a range of creatives featuring different hooks, messaging and video sequences, allowing us to continually test which combinations generated the strongest response.
Continuous Optimisation
Launching a campaign is only the beginning.
Throughout the campaign we continuously monitored performance and refined every aspect of the account, including:
- New creative concepts.
- Different audience segments.
- Landing page A/B tests.
- Alternative headlines and messaging.
- Video hooks and B-roll.
- Budget allocation across Meta and Google.
Every optimisation was driven by campaign data, allowing us to improve lead quality while maintaining strong efficiency.
Results
In just three months, the campaign delivered outstanding performance.
Campaign highlights included:
- More than 250 qualified buyer enquiries generated.
- A consistently efficient cost per lead.
- Numerous property viewings arranged.
- Multiple property sales influenced by the campaign.
- A scalable advertising strategy that continues to be refined over time.
Why This Campaign Worked
Success came from combining strategy, creative and continuous optimisation.
Rather than relying on a single platform, Meta Ads created awareness and generated demand while Google Search captured buyers actively searching for new homes.
Supported by high-quality creative, carefully researched keywords and ongoing A/B testing, the campaign consistently improved throughout its duration.
This integrated approach allowed us to generate a steady pipeline of qualified buyer enquiries while keeping advertising spend highly efficient.
Looking to Generate More Qualified Buyer Leads?
Whether you’re launching a new development or looking to increase enquiries for existing properties, strategic paid advertising is arguably the best way to generate new buyer leads.
At Crimson Social, we create bespoke Meta Ads and Google Ads campaigns designed specifically for estate agents, developers and new homes specialists, combining creative content with data-driven optimisation to deliver measurable business results.
Ready to generate more qualified buyer enquiries? Get in touch with us to discuss your next campaign.
