Haus Properties needed to generate buyer enquiries for a new-build development in Battersea, London. The aim was to reach potential buyers, turn paid traffic into leads and support the sales team in converting those enquiries into property sales.
Crimson planned and managed the full property lead generation campaign. We ran Meta and Google Ads, designed and built a custom landing page, and implemented conversion tracking across both platforms.
Over three months, the campaign generated 601 buyer leads and 9 confirmed property sales from £10,800 in advertising spend.
Results at a glance
- 601 buyer leads
- 9 confirmed property sales
- £10,800 total ad spend
- £17.97 blended cost per lead
- £1,200 ad spend per sale
- 3-month campaign
- 3.47% Google conversion rate
- 3.18% Meta conversion rate
These results came from one integrated campaign across Meta, Google and a custom landing page.
The challenge
Haus Properties specialises in new-build homes. For this campaign, the team was marketing a new property development in Battersea.
The goal was to generate buyer enquiries, not simply increase clicks and website traffic. Haus needed a steady flow of leads from potential buyers that its sales team could follow up and convert into sales.
That meant reaching people at different stages of their property search.
Some potential buyers were already searching for relevant properties in London. Google Ads allowed us to reach this audience at the point of active search.
Others fitted the target market but were not necessarily searching for this development at that moment. Meta Ads allowed us to reach these potential buyers across Facebook and Instagram.
Our new build property marketing strategy brought both channels together. The result was a digital marketing campaign designed to capture existing demand while also creating new demand.
Building a landing page designed to generate leads
Paid advertising formed only one part of the campaign. To generate high quality leads, the experience after someone clicked an advert also needed to turn buyer interest into enquiries.
Crimson designed and built a custom landing page specifically for the development. Instead of directing advertising traffic to a general property page, prospective buyers arrived on a page created around the campaign.
The landing page presented the key information about the development and gave potential buyers a clear route to submit their contact information and make an enquiry.
Crimson also set up Meta and Google conversion tracking across the landing page. This allowed us to measure leads, compare conversion rates and use campaign data to improve our marketing efforts.
The customer journey connected each part of the campaign:
Paid ad → Landing page → Enquiry → Haus sales team → Property sale
By managing the advertising, landing page and tracking together, we could measure performance beyond traffic and clicks.
Meta Ads generated 565 buyer leads
Meta was the largest source of leads during the three-month campaign.
Crimson invested £8,900 across Facebook and Instagram, generating 565 leads at an average cost of £15.75 per lead. Meta traffic converted into leads at 3.18%.
Facebook and Instagram allowed the campaign to reach potential buyers before they searched for the specific development. This expanded the available audience and helped Haus generate demand beyond people already searching through Google or property portals.
Google Ads captured active buyer demand
Google Ads played a different role within the property lead generation strategy.
Crimson invested £1,900 in Google Ads, generating 36 buyer leads at an average cost of £52.78 per lead. Google traffic achieved a 3.47% conversion rate, compared with 2.48% from Meta.
Google Ads allowed us to reach people actively searching for relevant properties. These potential buyers were already demonstrating clear interest through their search behaviour.
Meta delivered a much larger volume of leads at a lower cost per lead. Google provided another route to reach buyers with active search intent.
Using the channels together meant the campaign was not dependent on a single source of demand.
From 601 leads to 9 property sales
Across Meta and Google, the campaign generated 601 buyer leads from £10,800 in total advertising spend at a blended cost per lead of £17.97. And these leads translated into a staggering 120 viewings.
The most important result, however, came further down the sales journey. Those campaign leads and viewings resulted in 9 confirmed sales for the property development.
Advertising spend therefore worked out at £1,200 per confirmed property sale. The lead-to-sale conversion rate was approximately 1.5%, with around one sale for every 65 leads generated.
Lead volume and cost per lead are useful measures of campaign performance, but they do not show the full commercial picture. Connecting marketing activity with confirmed sales gives a much clearer indication of the value generated.
For Haus, the campaign generated more than contact information for its sales team. It contributed directly to selling properties.
Why the campaign worked
No single part of the campaign delivered the result on its own.
Meta helped generate leads at scale across Facebook and Instagram. Google captured potential buyers actively searching for property. The custom landing page gave both audiences a focused route to make an enquiry.
Conversion tracking then connected those marketing efforts to measurable outcomes. This gave us the information needed to understand campaign performance and make informed decisions throughout the three-month period.
Crimson managed every part of the process, including strategy, Meta Ads, Google Ads, landing page design and development, tracking and ongoing campaign management.
Bringing these elements together created one joined-up property lead generation system rather than treating advertising, website conversion and measurement as separate activities.
A measurable approach to new-build property marketing
Effective marketing for property developers should support commercial goals rather than focus only on impressions, clicks or engagement.
For a property developer or new-build estate agency, generating leads is only part of the process. Marketing should also give the sales team opportunities that have the potential to progress into viewings, negotiations and sales.
This Battersea campaign shows how Meta Ads, Google Ads, landing pages and conversion tracking can work together.
It also highlights why individual channel metrics need context. Google recorded the higher conversion rate, while Meta generated considerably more leads at a lower cost per lead. Each channel played a different role within the wider strategy.
The result was 601 buyer leads and 9 confirmed sales in three months.
Property marketing that connects leads with sales
Crimson specialises in marketing for property developers, new-build agencies and estate agents. Our approach combines paid media, creative, landing pages and tracking to help property businesses generate measurable results.
For estate agencies, our work also includes paid media and lead generation for estate agents looking to reach more buyers, vendors and landlords.
Strong digital marketing should do more than drive traffic. Connecting campaigns with enquiries and commercial outcomes helps property businesses understand which marketing activity contributes to growth, build credibility and make better decisions about future investment.
If you are planning a property development launch or want to improve the performance of your current paid campaigns, talk to the Crimson team about your property lead generation strategy.