When working with large budgets, diversification is key. We divided the budget by language, with each language further segmented according to the property’s price category. Some languages were also divided by property type — for example, residential vs. commercial real estate. In addition to segmentation by property type, for Russian and English we also diversified entry points into the funnel, targeting both property buyers and sellers.
An important part of the strategy was also separating launches by ad accounts and lead forms, as well as creating grouped audience sets by geo

 In addition to English and Russian, we suggested using languages that were less common in the market and had low competition at the time of launch. For each language, we developed detailed scenarios and recommendations for media preparation, compiled unique geo-targeted sets in several variations based on both geography and technical parameters, and prepared lead forms with varying levels of filtering intensity depending on the language.
Some languages showed strong results after the first launches, while others required more time to succeed. However, thanks to timely responses and clear crisis management, the funnels became stable and began delivering positive results

For each language, we selected locations that best matched the budget and potential of that language. For example, Turkish campaigns were launched more locally; French campaigns targeted not only France but also Belgium, Monaco, and Canada; English campaigns ran worldwide, grouping countries based on video speakers, offers in creatives, or technical performance in ad accounts

 For large-scale projects, we always use multiple ad accounts. This allows us, first, to identify which accounts perform better for each hypothesis, and second, to diversify risks in case of technical issues with Facebook’s system.

In creatives, we applied specific techniques and meaningful concepts designed to resonate effectively with experienced investors and buyers. Given the property prices in the campaigns, a tasteful and well-balanced visual presentation of key selling points played a decisive role. Thanks to our expertise, we were able to run almost 90% of campaigns with static creatives, switching to video only during periods of heightened market activity — timing determined through insights from numerous real estate projects we had managed

During the campaign period, hypotheses focused on commercial real estate and property sellers performed exceptionally well. This leads to the conclusion that if a product is packaged correctly and presented as a solution to a specific problem, the flow of leads in the real estate sector can be significantly increased without directly selling the property itself. This approach helps attract those who deliberately avoid direct purchase offers on social media