£6.14
Cost per lead in NI
71%
Cheaper than Campaign 1
61
Leads from Northern Ireland
91
Leads across four markets
406K
Impressions
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 cold with no ad account history and no audience data and delivered 28 enquiries in under a month. They came back to scale it. Campaign 2 started with everything the first one left behind: a warm Pixel, proven creative, and a clear picture of who actually converts.
What the campaign delivered.
Campaign 1 proved the model worked in Northern Ireland. Campaign 2 had two jobs: make the home market cheaper, and find out whether the same demand existed outside it.
Seven weeks, four markets and 91 leads. Northern Ireland took 18.5% of the budget and produced 67% of the leads at £6.14 each. Dublin came in second at £17.38 and is now a proven market, with the majority of its leads coming from a warm audience built earlier in the campaign.
Three secondary regions were tested alongside them. A portion were paused inside three weeks once the data was clear, and that budget moved to the markets that were converting.
Campaign 1 vs Campaign 2.
NI Campaigns
|
Campaign 1 |
Campaign 2 |
Change |
| Leads |
26 |
61 |
+135% |
| Cost per lead |
£21.15 |
£6.14 |
−71% |
How it was built.
1
Traffic first, leads second.
Rather than going straight to lead generation cold, the campaign opened with a traffic phase to build a warm, engaged audience. The pay-off landed weeks later. In Dublin, the remarketing pool built during that phase produced 10 leads at £12.82.
2
Three audiences per market, split by intent.
An interest-based audience for reach, a broad Advantage+ audience for scale, and a remarketing audience built from website and engagement data. The Advantage+ audience in Northern Ireland turned out to be the most efficient in the account at £5.80 per lead.
3
Budget moved to what was working, week by week.
Spend was pulled out of the region where high urban costs made it the least efficient and pushed into Northern Ireland and Dublin where it worked hardest. Nothing was left untouched.
4
Northern Ireland was backed, not left to run flat.
When Northern Ireland proved to be the highest return, the budget there was increased and the campaign extended through to the end of August. Concentrating spend on a proven market beats spreading it evenly across five.
5
Creative tested continuously, winners scaled.
Several concepts ran in rotation. The strongest was a video built around a real completed project the audience would recognise, which hit 3.13% CTR at £5.95 per lead. A before-and-after visual drove the highest lead volume. A third concept built around a recent regulation change became the reliable results driver across the Republic of Ireland.
6
Leads fed back into targeting.
Leads captured through instant forms and the website were deduplicated, normalised and hashed into custom audiences, then used as the basis for remarketing and lookalike targeting. Each campaign now starts from a stronger position than the last.
7
Weekly reporting broken out by region.
Every decision above depended on seeing performance region by region, week by week. Northern Ireland pulling ahead and the weaker regions lagging were both visible week by week. The reporting cadence is why the campaign stayed efficient.
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