The challenge
A multi-million-euro development needed buyers, not clicks. The audience was small, wealthy, and impossible to reach with generic property creative.
Previous activity measured success on cheap leads - which filled the pipeline with unqualified enquiries that the sales team burned weeks chasing.
There was no honest read on cost per qualified lead, so spend decisions were being made on the platform’s cost-per-result, not the business’s real pipeline economics.
What we did
The same Proof Loop we run on every account.
We studied how premium and luxury brands sustain demand in the ad library, then mapped the qualifying questions that separate a genuine HNW buyer from a tyre-kicker. That defined both the creative and the gated lead capture.
Creative was built specifically for high-net-worth buyers - restrained, aspirational, lifestyle-led - paired with a gated content asset that filtered for intent before a lead ever reached the sales team.
For B2B we don’t blend into a revenue MER - we judge on cost per qualified lead and pipeline. Every euro was reconciled to leads the sales team actually wanted to call.
The outcome
- Landing pages converted at 6.35% - far above property-sector norms.
- Cost per qualified lead landed at €4.53, with the gating doing the qualifying work upfront.
- The sales team spent their time on real prospects instead of filtering noise.