Niche:construction of luxury houses at a price of $1,000,000

Promotion Region:USA(NY,NJ)

Term:July-August 2024??????

The goal of the advertisement was to get applications for construction of houses in NY, NJ using Meta advertising. 

Advertising of real estate in the USA through the Meta platforms (Facebook and Instagram) is subject to strict restrictions within the framework of compliance with federal and local laws, including the Fair Housing Act. This law prohibits discrimination in housing advertising on the following grounds:1. Prohibited targeting parametersMeta introduced restrictions for advertising related to housing, loans and vacancies (categories with special requirements). For real estate advertising:●  Age: It is not possible to set targeting by age groups.● Gender: You cannot target the audience by gender.● Race, ethnicity, religion: Directly or indirectly targeting based on these characteristics may not be used.● Marital status or presence of children.2. Mandatory use of a special category (Special Ad Category)If you advertise real estate, you must select the "Housing" category. This automatically limits the available targeting options, including:Narrow targeting by location (minimum radius of 15 miles).Trimmed interests and demographic parameters.3. Demographic data and interestsMeta blocks the use of targeting based on data that can be interpreted as discriminatory. For example:Interests related to a certain religion (for example, "Christianity" or "Islam").Socio-economic interests that may imply discrimination (for example, "rich style of life").4. Personalized advertisingLookalike Audience: Instead of the standard Lookalike Meta, for housing advertising, it uses more limited algorithms to avoid discrimination.Geographic targeting: It is not possible to exclude regions or segments of the population based on data about the place of residence.5. TransparencyMeta introduced a mechanism of transparency: any advertisement related to housing is available for viewing in the Ad Library, so that users can verify its compliance with the law.

A new funnel for attracting people was developed

Results at the first month of work:

Advertising expenses: $2,163.99
The number of leads is 97
price per lead $22.31

The applications were of high quality, creatives and advertising settings were optimized, and the advertising budget was doubled
Results for the second month of work:Advertising expenses: $4,665.47
The number of people is 283
The price per lead is $16.49

Complex work with the funnel and creatives gave results,
clients began to issue applications with a specific request for the construction of a house in the target location.
Despite all the limitations in the targeting of the Meta advertising platform, it was possible to target a hot target audience and get a cheap CPA, which became even cheaper with the increase of the budget due to constant optimization of advertising.

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