The approach
This account was built consolidated from day one: one demographic-led ad set, one interest-led ad set and one warm post-engagement ad set — each with enough budget to hold optimised delivery. Segmentation lived in the creative, not the targeting panel.
| Ad set | Leads | Cost per lead | CTR |
|---|---|---|---|
| Demographic audience | 1,344 | PKR 887 | 0.83% |
| Interest audience | 2,894 | PKR 921 | 0.87% |
| Post engagers (retargeting) | 469 | PKR 922 | 0.44% |
| Project total | 4,707 | PKR 911 | 0.80% |
The one intervention that mattered
We moved the developer’s delivery record — three completed projects on the same road — from a supporting line into the main creative hook. In a market where buyers fear delays, proof of handover answers the biggest objection before it is raised.
Consolidated structure plus segmented creative beats segmented structure plus generic creative. The algorithm gets volume; the buyer gets specificity.