PROMIN: How a Cottage Community Generated 484 Leads in 7 Months

PROMIN is a gated cottage community located in the near suburbs of Kyiv, Ukraine — built for people who want to leave the city without sacrificing comfort or lifestyle. When the campaign launched, advertising was running as a series of disconnected tests — with no predictable cost per lead, no clear funnel, and no scaling model in place.

The client’s brief was straightforward:

“We need to find buyers for the pre-sale phase as fast as possible. Find them and close deals.”

That became the starting point. But the goal wasn’t just to generate leads — it was to find a model that worked consistently.

To get there, we needed to answer four key questions:

• Which channel drives qualified buyers — not just traffic?
• What funnel format reduces friction before the first inquiry?
• How do we separate warm-up from direct lead generation?
• What solution can serve as the foundation for scaling — not just another test?

The real estate market doesn’t forgive chaotic testing. Every irrelevant lead wastes a sales manager’s time and costs a potential deal. So we built the strategy through deliberate iterations — starting with hypothesis validation and moving toward a format that delivers predictable, scalable results.

✅ Phase 1: Infrastructure Setup

Every project starts with more questions than answers. So before launching a single ad, we prepared the foundation:

• Installed the Meta pixel and set up analytics via GTM
• Connected a Google Sheet for automatic lead capture
• Drafted ad copy and mapped out the first campaign strategy

✅ Phase 2: First Launches and Audience Testing

We launched with a focus on audience validation — running multiple segments simultaneously: business owners, IT professionals, and users with real estate interests. Each segment received its own creative set (static and animated). Weak combinations were turned off immediately; strong ones were scaled. We also tested LinkedIn as an alternative channel. The result: zero leads at $147 in spend. We cut it and moved on.

✅ Phase 3: Funnel Optimization

It became clear the bottleneck wasn’t traffic — it was conversion. The standard lead form was generating clicks but not quality leads. We switched to a quiz funnel. This wasn’t just a format swap — a quiz filters out unqualified prospects before they submit their contact info, delivering warmer, more sales-ready leads on the other end.

✅ Phase 4: Stabilization and Scaling

Once we identified the working format, the focus shifted from finding solutions to controlling the economics. We simplified campaign structure and separated creative roles — some ads for warming up audiences, others for direct lead generation. The project moved from test mode into a system of consistent, predictable lead flow.

Every week: a report. Not just numbers — but commentary. What worked, what we turned off and why, what’s planned for the next week. The client always knew exactly where the project stood.
Every change required sign-off. Before launching new audiences, quiz variations, or creative formats, we sent a proposal and waited for feedback. Nothing went live without approval.

• Starting Without Data. At launch, there was no pixel, no analytics, and no understanding of which audiences would respond. Solution: rapid infrastructure setup before the first ad went live, plus parallel testing of multiple audience segments from day one.
• LinkedIn Didn’t Convert. We ran two campaigns, spent $147, and got zero leads. Click-through rates were acceptable, but nobody filled out the form. Solution: exit the platform. There’s no value in staying for the sake of a clean-looking report.
• The Missile Strike Drop. On October 10, a massive airstrike hit Kyiv. That week, leads dropped 30% and CPL spiked. People weren’t thinking about buying real estate. Panicking and relaunching everything would have been the worst move. We documented it as an external event, let the algorithm stabilize, and the following week confirmed: the market bounces back.
• Quiz Fatigue. The “sales launch” offer on the quiz had been running since June — the audience had already seen it. Solution: redesigned the quiz’s first screen, shifting the emphasis from payment plans to the project’s core lifestyle advantages.

• Quiz Instead of a Lead Form. This was the single change that fundamentally improved lead quality. People who completed the quiz were already warm — they had engaged with the content, answered qualifying questions, and made a small commitment. Sales managers weren’t getting a phone number. They were getting a person with context.
• Audience Segmentation. Business owners, IT professionals, real estate interest segments, logistics — each audience was tested independently. This gave us clear data on who responds, at what cost, and at what quality level.
• Fast Iteration. If an audience or creative stopped producing leads, we turned it off and launched a new variant that same week. No waiting around hoping it would “come back.”

Creatives here weren’t a design exercise — they were a functional part of the funnel. So our approach to them evolved alongside the strategy.

At launch, we ran static offer banners with different messages: sales launch, lifestyle positioning, community advantages. These gave us early signals — who responds and to what.

We tested animations in parallel. The same animated ad that drove leads in a business audience could fall flat with IT professionals. So every format and every audience was tested separately.

Over time, one thing became clear: the biggest driver of results wasn’t design complexity — it was interaction format. That’s what led to the quiz landing page, which combined the creative and the funnel into a single solution. It lowered the barrier to inquiry, added pre-qualification, and delivered warmer leads.

Reels and Instagram posts played a different role: warm-up and reach. Cheap clicks, but not direct leads. Mixing these functions into one campaign doesn’t work — the algorithm optimizes toward a goal, and that goal needs to be singular.

Winners were determined by data — not gut feeling.

Over 7 months of Meta Ads management, the campaign generated:

Total Leads: 484

Total Budget Spent: $9,215

Average CPL: ~$19

Your Next Step

The client came to us asking to find buyers as fast as possible. They left with a system delivering leads at $12 CPL — 70% of them sales-ready.

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