Vela Estates (fictional) / Digital Growth
Media spend that finally answers for itself
A real-estate developer rebuilds paid media around measurement: tracking first, testing always, budget follows evidence.
01
The problem
Vela spent heavily on Meta and Google with rising cost per lead and no way to tell which campaigns produced buyers rather than clicks. Reports counted impressions; sales counted nothing they could use.
02
The opportunity
Long consideration cycles mean media data compounds - if lead quality is tracked to the contract stage. Connecting ad data to CRM stages could turn the same budget into a learning system.
03
The system
Full-funnel tracking to CRM stages, one shared definition of a qualified lead, a channel/creative testing calendar, and weekly optimization against cost per qualified lead - not cost per click.
04
The work
Tracking and attribution setup, campaign restructure across Meta and Google, 12-week testing program, and a live dashboard shared by marketing and sales.
05
Evidence
Figures below are illustrative sample values, shown only to demonstrate how evidence is presented. They are not real results.
−38%
Cost per qualified lead (sample value)
82%
Share of budget on proven segments (sample value)
−6 hrs
Reporting time per week (sample value)
Learning forward
The shared lead definition did more than any bidding trick: when marketing and sales measured the same thing, budget arguments turned into evidence reviews.
This is a fictional sample case created by mrkflow to demonstrate its case-study format. Any resemblance to a real company is coincidental. It will be replaced with approved client work before launch.
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