Planning Permission Experts · Meta Ads · Campaign 2
More than double the leads, on a third less spend.
The second campaign for Planning Permission Experts started with everything the first one left behind: proven ads, an audience that already knew the name and a clear picture of who gets in touch. Seven weeks, four markets, 91 leads.
61leads from Northern Ireland
- per lead in Northern Ireland
- £6.14
- leads across four markets
- 91
- lower cost per lead than Campaign 1, in Northern Ireland
- 71%
Campaign 1 against Campaign 2
Northern Ireland only, so the two are compared like for like.
| Measure | Campaign 1 | Campaign 2 | Change |
|---|---|---|---|
| Leads | 28 | 61 | More than double |
| Cost per lead | £21.15 | £6.14 | 71% lower |
Who
Planning Permission Experts guide landowners and developers through the planning system, from first application to approval.
This was their second campaign with us. The first ran with no ad account history and no audience data, and brought in 28 leads in under a month. They came back to scale it.
What the campaign delivered
Campaign 1 proved the approach worked in Northern Ireland. Campaign 2 had two jobs: make the home market cheaper, and find out whether the same demand existed outside it.
Northern Ireland took 18.5% of the budget and produced 67% of the leads, at £6.14 each. Dublin came second at £17.38 a lead and is now a proven market, with most of its leads coming from an audience built earlier in the campaign.
Three other regions were tested alongside them. Some were paused inside three weeks once the data was clear, and that budget moved to the markets that were converting.
How it was built
- Traffic first, leads second. The campaign opened by sending people to the website, to build an audience that had already shown interest. The pay-off landed weeks later, when remarketing audiences were converting at a high rate and low cost.
- Three audiences per market. One built on interests, one broad audience that Meta chooses, and one made of people who had already visited the site or engaged with the ads.
- Budget moved to what worked. Spend came out of the region where costs were highest and went into Northern Ireland and Dublin, where it worked hardest.
- Northern Ireland was backed. When Northern Ireland proved to be the best return, the budget there went up and the campaign was extended.
- Ads tested, winners scaled. Several ideas ran in rotation. The strongest was a video built around a real completed project. It showed proof of the work and earned the audience’s trust, at £5.95 a lead. A before-and-after image drove the most action, because it got people thinking, “Could I do the same with my land?” That idea was carried over from Campaign 1, where it also brought in the most enquiries.
- Leads fed back into targeting. Leads from the forms and the website were used to build the next audiences, so each campaign starts from a stronger position than the last.
- Weekly reporting by region. Every decision above came from seeing the numbers region by region, week by week.
