Who.
Planning Permission Experts helps anyone looking to develop land navigate the planning process with confidence - from first-time applicants to experienced developers.
What the campaign delivered.
The campaign needed to find people actively thinking about a development project and give them a clear reason to reach out. Starting with zero data - no existing ad account, no Meta Pixel history, no audience signals - the algorithm had nothing to build on from day one.
28 qualified enquiries in under 30 days, at £21.15 per lead, with a 3.33% CTR - more than three times the industry benchmark. Built from scratch.
How it was built.
1
Audience research before a penny was spent.
Before any ads ran, we identified exactly who the campaign needed to reach - the industries, job roles, and behaviours most likely to convert into high-ticket enquiries.
2
Traffic campaign to warm the Pixel.
The campaign launched with a week-long traffic phase. This fed Meta's algorithm with real engagement data so when the lead objective went live, the Pixel already knew who was most likely to convert.
3
Lead objective campaign launched.
With the Pixel primed, we switched to a lead generation objective and optimised around form completions. The algorithm had enough signal to find audiences with genuine purchase intent.
4
Pixel tracking every conversion event end to end.
Every click, form start, and form submission was tracked - not just for reporting, but so the algorithm could continuously improve its targeting throughout the campaign.
5
Constant testing - cut what didn't work, scaled what did.
Ad sets that underperformed were paused quickly. Budget moved to what the data confirmed was working. By month-end, spend was concentrated on the best-performing audiences and creatives.
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