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DM Property · Brighton East

Milli 3187: $60 cost per lead found on a $1.7M plus townhome release

The challenge

At $1.7M plus the maths of a lead changes. The same creative system that ran at $36 a lead on Early 3191 opened at $84 to $123 here, because the buyer pool is smaller and the price scares off browsers. Fixing that was a creative problem, not a media buying one.

What we did

• Two-page lead page profiling buyer type, timeframe, bedrooms, budget and display intent, delivered into Salesforce
• Lean Google brand and new-build search, with acquisition budget weighted to Meta for faster testing
• 34 creative variants across three message cycles: From $1.7M, then No Pricing, then a square format refresh
• Offline CRM data fed back so the platforms optimise toward $1.7M plus buyers

The outcome

197 leads over 6.5 months. The No Pricing cycle carried 38% of all leads from 35% of spend, and the August square refresh held cost per lead at $60 to $61 through the back half. Three in four leads completed the full buyer profile.

The lead page

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