What 2,764 leads actually cost: inside a Cyprus property campaign
Most Cyprus agencies will not publish a cost per lead. Here is ours, from a campaign that is still running, and the three decisions that produced it.
NFK Domus is a construction and real estate developer in Nicosia. We built their website, produced the property photography and video, and run their Meta and Google campaigns. The figures above are from that account.
1. The tracking went in with the website, not after it
This is the boring decision that makes every other number trustworthy. Because we built the site, we set up conversion tracking on day one, instead of someone retrofitting it six months later and guessing which button counted as a lead.
The most common thing we find in an inherited ad account is a "lead" event firing on every page load. The client is told they got 4,000 leads. They got 4,000 page views and about 30 phone calls. Cost per lead in that account is fiction, and every decision made from it is wrong.
2. The creative and the campaign were built by the same team
We shot the properties knowing what the ads needed: vertical crops, an interior that reads at thumbnail size, a drone shot that shows where the development is. When a campaign underperformed we could change the creative that week, because the creative was ours.
Vertical, for the ads
The alternative is an agency running the ads, someone else shooting and nobody owning the gap. That is how you end up paying for a beautiful video the ad account cannot use.
3. €4.55 is a Cyprus number, not a benchmark
Cost per lead depends on what you sell. A property enquiry at €4.55 is good. The same €4.55 for a €3 coffee would be terrible. What matters is the number you can afford, and whether you know it.
Before spending anything, be able to finish this sentence: "An enquiry is worth €___ to me because __ out of 10 turn into a sale worth €___." If you cannot, no campaign result will mean anything — good or bad.
What we would tell you to check tomorrow
- Open your ad account and find what it counts as a conversion. If it is "page view" or "landing page view", stop and fix that first.
- Ask what your cost per lead was last month, and what happened to those leads. If nobody can answer the second half, the first half does not matter.
- Check whether the person shooting your content has ever seen the ad account. Usually the answer is no.
The full breakdown of what we do on the campaign side is on the paid ads page, and the property work itself is under real estate.
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