Solara's ads were producing leads at £74 each. Fewer than 1 in 10 were real buyers. We rebuilt lead scoring so the sales team only spoke to people who could complete. Cost per qualified lead fell to £31.
Solara's ads were generating leads at £74 each. Fewer than one in ten were real buyers. The sales team was spending three days a week qualifying people who couldn't get a mortgage, didn't have a deposit, or weren't buying for another year. The ad account was optimising toward form fills because that's all it could see. It had no visibility into what happened after the form.
Five steps across four months. The work started by connecting the CRM to Meta so the ad account could learn from buyers, not enquirers.
Solara’s Meta Pixel was tracking page visits and form fills. Viewings and completions — the events that actually mattered — were sitting in the sales CRM with no connection to the ad account. We rebuilt the pixel, configured the Conversions API, and set up an offline conversions feed from the CRM. Meta could now see what happened after the form submission.
With two years of sales data mapped against enquiry characteristics, three signals emerged that predicted mortgage-readiness: employed income above a threshold, a deposit already saved, and a purchase timeline under six months. We built these into a scoring layer on top of the lead form, so the sales team saw a qualification score before calling.
The existing lookalike audiences were built from all enquirers. Most enquirers didn’t complete. We rebuilt the lookalikes from the subset that had completed a purchase, which was a smaller but far more predictive seed. Ad creative shifted from lifestyle imagery to specifics: plot numbers, school catchment areas, commute times.
Two new developments were coming to market mid-engagement. We built dedicated landing pages for each, targeting searches for new-build homes in their specific areas. Both pages ranked on page one within eight weeks. Both sites launched with inbound enquiries already in the pipeline.
Once viewings and completions were flowing back as offline conversion events, Meta’s algorithm had enough signal to optimise toward the right outcome. Cost per qualified lead fell from £74 to £31. The lead quality ratio moved from 1-in-10 to 1-in-3.5.
Every number is verified from client reporting and attribution data, not estimated or projected.
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