Full-funnel Meta campaigns generating 1,847 qualified leads at £18 each for a property investment consultancy.
A property investment consultancy was scaling fast but struggling to generate qualified leads at a sustainable cost. Their existing Meta Ads campaigns were producing leads at £45-60 each, with a qualification rate of just 12% — meaning the true cost of a qualified lead was over £400.
The campaigns were structured as a single prospecting layer with no audience segmentation, generic creative featuring stock imagery, and lead forms that captured name and email with no qualifying questions. The result was high volume, low quality, and a sales team drowning in unqualified leads they could not convert. The client needed a system that produced fewer, better leads — people with genuine investment intent and the capital to act.
We rebuilt the entire audience strategy from scratch. Using the client CRM data, we built lookalike audiences from their top 100 converted clients — people who had actually invested, not just enquired. We layered these with interest-based targeting around property investment, financial planning, and wealth building, and excluded anyone under 28 or with indicators of low purchase intent. We structured three distinct tiers: cold prospecting with lookalikes and interest stacks, warm engagement with video viewers, page engagers, and website visitors, and hot remarketing with lead form openers, pricing page visitors, and webinar attendees.
The biggest shift was creative strategy. Instead of generic property messaging, we developed creative that pre-qualified prospects before they clicked. Ad copy referenced specific investment minimums, mentioned expected yields to attract serious investors, and used case study content showing real returns. We produced 30+ creative variations across video testimonials, carousel case studies, and single-image educational content — then tested aggressively, killing underperformers weekly and scaling winners.
We replaced the basic lead form with a multi-step qualification flow: step 1 captured interest and investment timeline, step 2 asked about budget range and experience level, and step 3 collected contact details. This naturally filtered out casual browsers and delivered leads the sales team could actually convert. We also built dedicated landing pages for each audience tier with messaging tailored to their funnel position — educational content for cold traffic, social proof for warm, and urgency-driven offers for hot remarketing.
The quality of leads completely transformed. Our sales team went from chasing hundreds of dead ends to having genuine conversations with qualified investors. The pipeline impact has been significant.
Over 11 months, the campaigns generated 1,847 qualified leads at an average cost of £18 per lead — down from £400+ per qualified lead previously. The qualification rate jumped from 12% to 38%, meaning the sales team received three times more qualified prospects from fewer total leads.
Total pipeline value attributed to Meta Ads reached £2.4 million, with a 14% close rate on qualified leads producing over £336,000 in directly attributable revenue from a total ad spend of £33,000. That represents a return on ad spend of over 10x on closed deals alone, with significant pipeline still in progress. The system now runs as a predictable lead generation engine, with the client able to scale spend up or down based on sales team capacity.