Diana Khvatova: qualified Dubai property leads at $66
Optimising Meta Ads campaigns for Diana Khvatova: qualified Dubai real estate leads at up to $60
Diana Khvatova sells property in Dubai. The campaigns aimed to generate qualified leads interested in property investment, with a KPI of $150 per qualified lead.
Meta Ads objectives for real estate lead generation
Meta Ads lead-generation objectives
- Generate qualified leads: people interested in investing in Dubai property. Markets tested included CIS countries, Europe, the US, Canada and the UAE.
- Meet the KPI: keep qualified-lead cost below $150.
Lead generation and messaging campaigns
We launched lead-generation campaigns and later added the Messages objective.
Broker videos to attract leads
- Formats tested: static images, property-tour videos and broker videos.
- Test results: conversational videos, including broker videos, performed best.
- Broker videos generated the most qualified leads.
Improving lead quality, forms and targeting
- Challenge: A high volume of bot leads was confusing Facebook’s optimisation.
- Solution: We changed the Facebook business page, animated static creatives to reduce bot triggers from visual text and added an open-ended question to the form to filter out low-intent users.
- Targeting: We tested Europe, CIS countries, the US, Canada and the UAE. European countries were excluded because qualified leads cost too much.
Testing lead generation and messaging
We continued testing both lead-generation and messaging campaigns.
Dubai real estate lead generation results from Meta Ads
Creatives for Dubai property lead generation
Lead-generation results in numbers
$16 063
Ad spend
521
Total leads
$118
Cost per qualified lead
26%
Qualified-lead rate
Messaging campaign results in numbers
$5986
Ad spend
2036
Total leads
$30
Cost per qualified lead
9,6%
Qualified-lead rate
Comparing lead-generation approaches
- Before: Previous agencies had not reduced qualified-lead costs below $120.
- After: Campaigns consistently generated qualified leads at an average of $66 across Instagram and Facebook, against the $120 KPI.
Lead quality and Meta Ads optimisation
What improved
- Reducing bot and unqualified enquiries improved campaign quality.
- Optimising markets and creative formats brought qualified-lead costs down to $66 from April through September, below the target KPI.
What worked
- We changed the business page after repeated spam from the same accounts and used animated rather than static creatives to reduce bot triggers.
- These changes reduced spam and helped Facebook optimise toward higher-quality audiences.
- Conversational broker videos proved most effective for qualified leads.
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