Case study
Residential plots: fixing a message problem, not a media problem
The cheapest media in the portfolio was converting poorly. Repositioning the creative for investors doubled click intent.
The symptom
A PKR 172 CPM against a local average of PKR 301 — and a 0.29% CTR on 15.9M impressions. Almost nobody clicked. Cheap reach was a question, not a result: why was nobody else bidding for this audience?
The diagnosis
Plots were being sold with apartment language — lifestyle imagery, amenity lists, interior renders. A plot buyer is an investor doing arithmetic: price per yard, approvals, booking percentage, instalment length, infrastructure and connectivity.
| Ad set | Leads | Cost per lead | CPM | CTR |
|---|---|---|---|---|
| Original build — lifestyle creative | 2,218 | PKR 1,149 | PKR 160 | 0.29% |
| Repositioned — investor creative | 279 | PKR 1,334 | PKR 361 | 0.55% |
| Project total | 2,497 | PKR 1,170 | PKR 172 | 0.30% |
What we changed
- Rebuilt creative around approval status, plot sizes, booking percentage, payment schedule and on-site progress.
- Kept lifestyle framing only for the build-your-own-home segment, as a separate angle.
- Kept plots fully separated from apartment audiences, which also stopped internal auction competition.
The reposition is recent and the cost-per-lead improvement is still settling; the doubling of click intent shows the direction.
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