Case study
Mid-market apartments: a lookalike engine built on qualified leads
The cheapest project in the portfolio at PKR 763 per lead — with a lookalike audience that beat cold targeting.
Why it was the cheapest
Two of the three ad sets were not cold prospecting at all — one was post-engagement retargeting and one was a lookalike. Together they carried 2,673 of 3,230 leads.
| Ad set | Leads | Cost per lead | CTR |
|---|---|---|---|
| Post engagers (retargeting) | 1,370 | PKR 715 | 0.47% |
| Lookalike, qualified seed | 1,303 | PKR 792 | 0.51% |
| Demographic audience | 557 | PKR 812 | 0.54% |
| Project total | 3,230 | PKR 763 | 0.50% |
The intervention: the seed list
Most accounts build lookalikes on every lead, which teaches the algorithm to find more people who fill in forms. We built this one on the subset the sales team had marked as qualified, and let its budget accumulate so it could exit learning.
The qualification loop is not a reporting exercise. It is the input to the audience that scales the whole account.
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