Prop Partners: A Rental Campaign That Cut Cost Per Lead by 40%
A performance marketing campaign for rental properties in Mahalunge, built around location and lifestyle.
Case study
The problem
Rental listings in a competitive micro-market like Mahalunge compete on more than price. Prop Partners needed ads that led with what actually gets a tenant to enquire — location and lifestyle, not just square footage. A renter comparing listings in the same micro-market is usually stacking near-identical square footage and price figures against each other across a handful of similar apartments in the same few buildings. An ad that only repeats those numbers blends straight into that comparison instead of standing out from it. The bet was that leading with commute, connectivity and neighborhood lifestyle would separate the listing from others competing purely on rate alone, since price and size were already a wash between most of the options a renter was likely comparing. Rentals also move on a shorter decision cycle than a purchase, so the ad had to earn a response quickly rather than plant a seed for a decision that might happen months down the line.
What we built
We built a Meta and Google ad set around connectivity and lifestyle selling points, targeted at renters actively searching the area rather than a broad audience that might get to a rental decision months later. Narrowing targeting to people already searching that specific micro-market matters because renters at that stage convert faster and cost less per lead than a broad awareness audience that hasn't started looking yet and may never convert at all. Pairing Meta with Google was deliberate too — Meta carries the visual lifestyle framing that sells the neighborhood itself, while Google captures the active search intent from people already typing in exactly what they want to find. Running both channels together also meant a renter who saw the lifestyle framing on Meta and later searched on Google encountered a consistent pitch rather than two unrelated ads competing for the same decision.
The outcome
Lead volume rose 200% and cost per lead dropped 40% over the campaign period. Both numbers moving together is the tell that this wasn't just a targeting fix or just a creative fix working in isolation — narrower, higher-intent targeting reduced spend wasted on unlikely converters, while creative built around what actually mattered to that audience turned more of the resulting traffic into enquiries. A campaign that only fixed one side of that equation typically moves one metric at the expense of the other; this one moved both at once, which is the harder outcome to produce deliberately. Weekly reporting throughout the campaign is also what made it possible to confirm both numbers were moving in the right direction early, rather than finding out only once the budget was already spent.
Channels
- Facebook Ads
- Instagram Ads
- Google Ads
FAQ
Questions about this project.
Facebook Ads, Instagram Ads and Google Ads, targeted at renters actively searching the Mahalunge micro-market rather than a broad geographic or interest-based audience with no specific search intent behind it.
Cost-per-lead and spend are typically reported on a weekly cadence rather than a monthly summary, so underperforming ad sets can be identified and cut early instead of running unreviewed until a budget review months later, by which point the spend is already gone.
Narrowing targeting to renters already searching that specific area reduced spend wasted on people unlikely to convert, while creative built around location and lifestyle — rather than just price and square footage — turned more of that traffic into actual enquiries.
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