Vela Estates / Digital Marketing / Concept
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.
Generated photography and demonstration interfaces
META / CREATIVE TESTS
Three themes. Six creative directions.
Two distinct approaches for each theme: A presents the whole space; B focuses on an everyday detail. Photography, composition and message change; audience, budget and placement stay consistent. Compare complete approaches by cost per qualified lead, then test individual elements.
01 / Courtyard
02 / Living space
03 / Everyday life
MEASUREMENT / SHARED REPORT
One report for marketing and sales.
Spend, qualified leads and contract outcomes in the same view. The workflow below shows how those measures connect.
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What the concept tests
The hypothesis: a shared lead definition does more than any bidding trick. When marketing and sales measure the same thing, budget arguments should turn into evidence reviews.