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COMPARATIVE ADS PERFORMANCE CASE STUDY

LEADS GENERATION VS. PAGE ENGAGEMENT FOR MR. X

Real Estate | Automobile Brand

Intro

The campaign was designed to boost brand visibility, foster meaningful user engagement, and generate high-quality leads, at just half of their current ad spend. This detailed analysis demonstrates that we are the bridge between ‘where you are now and where you aspire to be.’

Goals

Drive Messaging Conversions:
Encourage direct conversations through Facebook Messenger to generate leads and facilitate sales.

Boost Brand Visibility | Page Engagement:
Run targeted brand awareness and traffic campaigns to increase reach and drive qualified traffic to the page.

Lean Budget. Loud Results:
Strategically maximize the ad budget to generate direct conversations, elevate brand presence, and deepen audience engagement, at 50% of their current spend

Solutions

Implemented Clear and Action-Driven CTAs

We used persuasive call-to-actions such as “Book an inspection,” “Schedule a viewing,” “Chat now to reserve a slot,” and “Request a test drive” to prompt immediate user engagement and appointment setting.

Optimized Audience Targeting

By leveraging custom and lookalike audiences, as well as retargeting website visitors and interested prospects, we ensured our ads reached users actively exploring property options or vehicle purchases.

Facebook Marketing Services in Nigeria

Utilized High-Converting Ad Formats

We deployed Facebook’s Click-to-Messenger and Message Objective ads, allowing prospects to instantly open a chat and inquire about property/vehicle availability, inspections, and appointments, without leaving the platform.

Crafted Personalized Copy and Visuals

Our creatives were tailored to include urgency-driven and value-focused copy such as “Limited units left,” “Schedule a free site visit today,” or “Chat now to secure this car at a discounted price,” capturing attention and prompting fast action.

Focused on Mobile-First Design

Recognizing that most users interact via mobile, we designed mobile-optimized creatives and placements to deliver a smooth, engaging experience that encourages quick decision-making.

Integrated Quick Response Mechanisms

We implemented chatbot automation and live-agent support with prompt replies to common queries (e.g., “Where is the property located?” or “What documents are required for purchase?”) helping users move smoothly from inquiry to appointment.

Page Engagement (BEFORE)

While visibility improved, genuine engagement and quality leads were lacking, and the budget was excessively high (a year duration). That’s when we stepped in with our strategy, delivering the results below with a significantly leaner spend (next advertisement year).

Key Metrics:

  • Total Ad Spend: ₦10,521,687.10

  • Total Impressions: 10,693,184

  • Total Engagements: 4,248,010

  • Cost per Engagement: ₦2.48

  • Total Leads Generated: 110,400

  • Cost per Action: #95.31

  • Click-Through Rate (CTR): 1.21%

Key Metrics:

  • Although the campaign had high reach (10.69 million impressions), engagement levels were relatively low, as it is a luxury niche industry

  • Total Page engagement includes messages (110,400), page likes, follows, comments, shares, and any/all Ad copy interactions.

  • CTR of 1.21% suggests the audience did not interact as much as expected. This niche generally involves more deliberate buying decisions, not impulsive ones.

Key Takeaway:

Impact (AFTER)

This campaign effectively transformed ad clicks into real-time conversations, making it perfect for lead generation and sales, while also enhancing targeted visibility and meaningful page engagement.

Key Metrics:

  • Total Ad Spend: ₦4,685,528.16

  • Total Impressions: 3,463,090

  • Total Page Engagement: 1,180,588

  • Cost per Engagement: ₦3.97

  • Total Leads Generated: 81,184

  • Cost per Action: ₦57.71

  • Click-Through Rate (CTR): 2.78%

Key Metrics:

  • The campaign successfully generated 81,184 direct conversations for half the previous budget. This suggests that the targeting and optimizations were spot-on

  • The 2.78% CTR demonstrates solid audience engagement, suggesting that the ads reached a more relevant and responsive audience than in the previous campaign.

  • Considering the niche, the low Cost Per Action (#57.71) suggests that the campaign effectively drove user interest.

Key Takeaway:

Comparative Performance Breakdown

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