Case Study — Luxury Residential
From $60 to $15 CPL
Full campaign rebuild targeting US and Canadian buyers. 4x improvement in cost per lead vs 2025 market benchmark.
MarketPanama → USA / Canada
SegmentLuxury Residential
Period2025
Real EstateLead GenMeta AdsInternational Markets
Results
CPL Before
$60+
CPL After
$15
2025 Benchmark
$60+
CPL Before
$60+
CPL After
$15
What this means at 100 leads/month
Old approach: $6,000 in ad spend
New approach: $1,500 for the same volume
$4,500/month saved, or 4x more leads for the same budget.
The Situation
A luxury residential developer in Panama City needed qualified buyer leads from the United States and Canadian markets. Their campaigns were live, but cost per lead was sitting above $60, with inconsistent lead quality reaching the sales team.
The Problem
- Campaigns targeting broad audiences with no segmentation by buyer profile
- Landing page was generic, with no localized offer for foreign buyers
- Leads going into a general inbox instead of directly to the sales team
- No retargeting layer, no lookalike audiences built from real buyer data
What I Built
- Rebuilt the full campaign architecture from scratch on Meta Ads
- Created separate ad sets by buyer profile: US investors vs Canadian vacation buyers
- Built dedicated landing pages with a direct-to-sales funnel, with zero form abandonment friction
- Layered retargeting based on video views and landing page visits
- Weekly reporting with CPL tracking against market benchmarks
Tools Used
Meta Ads ManagerCustom Landing PagesCRM IntegrationGA4
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