The first full month of Facebook and Instagram ads for TGR is done. Here's what worked, what we're pausing, and where July's budget and new ads are headed.
The Brand Awareness ads had one job: get TGR's name in front of landlords across the region. The Lead Gen ads had another: turn interested landlords into free appraisal bookings. Both did what they were meant to between 3 June and 3 July, and we already know which ad to back with more budget going forward.
The first month is about learning what works, not hitting a peak. Both campaigns are hitting the number that matters most: cost per enquiry for Lead Gen, and landing page views for Brand Awareness. We also already know which ad is winning in each campaign, so we can put more of July's budget behind them.
How this month's results stack up against what we're aiming for.
| Metric | Result | Target | Status |
|---|---|---|---|
| Amount spent | $449.98 | $500/month | On target |
| Reach | 24,517 | 25,000–50,000 | Below target |
| Landing page views | 368 | 300–600 | On target |
| Cost per landing page view | $1.22 | $0.80–$1.50 | On target |
| Click-through rate | 1.20% | 1.2–2.5% | Below target |
| Social actions | 804 | 150–500 | Above target |
A solid month. Landing page views and cost per view are right on target, and social actions came in well above expectations. Reach and click-through rate are just a touch under range, not a concern yet.
| Metric | Result | Target | Status |
|---|---|---|---|
| Amount spent | $454.59 | $500/month | On target |
| Reach | 7,231 | 10,000–25,000 | Below target |
| Leads | 11 | 8–14 | On target |
| Cost per lead | $41.33 | $35–$65 | On target |
| Click-through rate | 0.86% | 1.0–2.0% | Below target |
| Social actions | 625 | 30–150 | Above target |
Cost per lead and lead volume are both comfortably inside target. Reach is a touch light, mainly because the retargeting audience is still small, worth watching as that group grows.
Three ads ran for Brand Awareness and three ran for Lead Gen between 3 June and 3 July. Here's what each one looked like and how it did.
Link clicks and website visits are different things: not everyone who clicks waits for the page to finish loading, so link clicks will always be the higher number.
The regional ad is doing more with less. It used 72% of the Brand Awareness budget but brought in 73% of the clicks and 74% of the website visits, at the cheapest cost per visit of the three. The carousel is the weakest on both counts, so it's the one we'd pause first in July.
The photo ad beat the video decisively on cost per enquiry, even though the video got more likes and comments (453 versus 163). Likes aren't the job here, bookings are, so the video has been turned off and the photo keeps running. The newer two-person photo hasn't had enough spend yet to call either way, but it's one to watch in July.
Two audiences are doing the work here: a cold audience finding landlords who don't know TGR yet, and a warm audience bringing back people who already do.
People who haven't come across TGR yet. Targeted across Wellington, Upper Hutt, Porirua, Kāpiti Coast and Horowhenua, aged 33 to 65+, all genders. No interest targeting, we let Meta find the right people based on the ad itself.
Anyone who's engaged with our ads or visited the website gets shown a dedicated retargeting ad. It's producing leads at $27.87 each, around 35% cheaper than a brand-new lead ($42.67). It's a small pool today, but it grows every week.
The headlines from this month, and the plan going forward.