Real estate lead ads were generating volume, but sales team feedback was that a large portion of leads were low intent — either unreachable or not attending scheduled sessions.

What I worked on:

1. Separated creatives for different buyer intents (first-time buyer vs investment-focused users)
2. Built Lookalike Audiences using high-quality signals (actual attendance + closed deals, not just form fills)
3. Retargeted users who submitted forms but did not confirm attendance
4. Added tracking focus on downstream metrics (contact rate, attendance rate) instead of only CPL

Results:

1. Improves lead quality seen from sales feedback (higher contact success rate)
2. Increased attendance rate for booked sessions
3. Reduced dependency on “cheap CPL” as main KPI

The client was running subscription acquisition campaigns, but was facing unstable ROAS due to overly broad audience targeting and inconsistent scaling decisions.

What I worked on:

1. Split audiences into 3–4 testing groups based on interest signals and user behavior
2. Ran low-budget testing first before scaling any winning segment
3. Reworked campaign structure to avoid mixing testing vs scaling ad sets

Results:

1. ROAS became more stable after structured testing approach
2. Budget scaling became more predictable (less “spend more → worse results” situation)
3. Reduced wasted spend during underperforming audience phases
4. Average ROAS keep stable at 6