A Buyer Match campaign testing the missed-out buyer angle, run through LPC's own Ads Manager. This report covers the full campaign window, what it delivered, and what to do next.
The job of a Buyer Match campaign is to put a specific, compelling reason to enquire in front of local homeowners. This one did that. Nine leads came in over 14 days, at a real cost that makes the next campaign worth running with more confidence.
A first-run campaign testing a new angle rarely gets this clean a result. This one did. The missed-out buyer message gave homeowners a specific reason to enquire rather than a generic appraisal prompt, and the result reflects that. Nine leads from a local audience in 14 days, with a $49.71 per-lead figure, is a useful proof point for the format.
There is also a compounding effect here. Every person reached and every engagement now sits inside LPC’s audience pool, ready for future Buyer Match campaigns and retargeting when the next opportunity comes up.
Two ads ran across the campaign window: a static graphic and a short video. All figures are from the Meta export, reconciled at ad level against the campaign totals. Where spend is derived, it is labelled as estimated throughout.
| Metric | Result | Benchmark | Read |
|---|---|---|---|
| People reached | 5,268 | Local seller zone | On target |
| Impressions | 12,703 | – | No benchmark |
| Frequency | 2.41 | <3.5 | On target |
| 3-second video plays | 33 | – | No benchmark |
| Link clicks | 101 | – | No benchmark |
| Cost per click (blended, est.) | ~$4.43 | $0.80 – $2.00 | Above benchmark |
| Social actions (reactions, comments, shares, saves) | 10 | – | No benchmark |
| Leads | 9 | – | Strong start |
| Cost per lead (actual) | $49.71 | $25 – $40 | Above benchmark |
Meta reports a "page engagement" figure of 145 for this campaign, but 33 of that is 3-second video plays. We have kept video plays separate from genuine social actions (reactions, comments, shares, and saves) so the read stays trusted. Counting video plays as engagement would inflate the figure well past anything meaningful.
The blended cost per click of ~$4.43 sits above the $0.80 – $2.00 benchmark, and the CPL of $49.71 is above the $25 – $40 target. Both are worth watching, but neither makes this a poor result. This was a first run of a new message format with no prior data to optimise against. The static graphic drove all 101 clicks at a $4.32 CPC on its own, and the 9-lead outcome confirms the audience was relevant. The CPC can be brought down with sharper creative copy and more refined testing in the next run.
The campaign ran a static graphic and a short video. The split in results was clear: the graphic drove every click and every reported lead. The video added some light reach and engagement but did not convert.
The static graphic carried the entire performance: all 101 clicks, all 9 leads, and most of the social engagement. Its reach of 5,238 accounted for nearly all of the campaign’s 5,268 total. The message was clear enough to prompt action without the viewer needing to watch anything.
The video reached 118 people with 172 impressions and generated 33 three-second plays but no clicks. For this campaign type, where the ask is direct and the audience is homeowners rather than buyers, a strong static with clear copy outperformed video. That is a useful creative signal going into the next campaign.
The campaign ran with a 25km radius from 6 Allora Court, covering the local area around Ormeau and the broader Northern Gold Coast corridor. With Housing Special Ad Category rules in place, the geography and creative did the audience selection.
The ad set ran a 25km radius, which aligns with Meta’s minimum under Housing rules. This covers the Northern Gold Coast catchment where LPC’s sellers are most likely to be.
Run under Meta’s Housing rules, so no interest or demographic targeting was available. The geography, copy, and creative did the work of reaching the right people.
Everyone reached and every engagement now sits inside LPC’s audience for future campaigns. The next Buyer Match run starts warmer because of this one.
Frequency came in at 2.41 (12,703 impressions across 5,268 people), well below the 3.5 ceiling we work to. The campaign had clear headroom and was not pushing the same people too hard. That is the right place to be for a 14-day first-run campaign: enough repetition to register, not enough to fatigue.
Five clear learnings from this campaign, and a recommended direction for what runs next.