A different buyer entirely
An overseas Pakistani buying property in a city they may not have lived in for years, often for parents or an eventual return, usually without a site visit. The question is not “is this a good apartment?” but “can I buy this safely from thousands of kilometres away?”
| Market | Ad set | Leads | Cost per lead | CTR |
|---|---|---|---|---|
| Saudi Arabia | Demographic | 254 | PKR 1,151 | 0.43% |
| Saudi Arabia | Saved audience | 436 | PKR 1,301 | 0.42% |
| UAE | Demographic | 260 | PKR 1,671 | 0.58% |
| UAE | Saved audience | 259 | PKR 1,738 | 0.54% |
| Australia | Interest | 69 | PKR 3,110 | 0.58% |
| Australia | Demographic | 123 | PKR 3,262 | 0.73% |
| Australia | Demographic (test) | 19 | PKR 5,408 | 1.78% |
The market-selection lesson
The Australian test posted a 1.78% CTR — the highest of any ad set in the whole portfolio — and returned leads at PKR 5,408 because the media cost PKR 8,075 per thousand impressions. The creative was not the problem. The auction was. The right move was to move budget, not to rewrite the ad.
What we changed
- Concentrated budget on Saudi Arabia and the UAE: 1,249 of 1,460 leads at about PKR 1,456.
- Pulled Australia back to launch-window testing only.
- Kept every market in its own ad sets so the algorithm could not collapse delivery into the cheapest country.
- Turned off Advantage+ audience expansion and hard-locked geography, so delivery could not drift back to cheaper local users.
- Kept video lines running to build viewer pools — the closest substitute for a site visit.