What we actually delivered.

Starting point: Real estate advertising on Meta falls under the Special Ad Category: Housing, which strips out most standard targeting options — so standard, broadly-targeted campaigns weren't a viable path to qualified leads, especially across four different countries with very different buyer profiles.

The strategy: For each property, we mapped the likely buyer's budget, motivations, and decision factors through a broker Q&A, then built dedicated creative around it — testing short vs. detailed lead forms, WhatsApp vs. form-based leads, and carousel vs. video formats for higher-end listings. Leads flowed automatically into the broker's CRM via Zapier, with qualifying questions filtering out low-intent submissions before contact.

Starting point: A brand-new salon with zero brand awareness, needing to build a customer base from scratch on a limited monthly budget.

The strategy: Meta Ads for 4+ years, positioning them around a niche 4-hand manicure/pedicure service to help them stand out as a new salon. Alongside the ads, we built and regularly revisited a long-term marketing strategy — adjusting positioning, offers, and campaign focus as the business grew.

Starting point: Nativica's app was still in development and early launch, so there was no real creator-generated content yet to use in ad creatives — and using unlicensed third-party clips wasn't viable long-term due to copyright risk.

The strategy: Switched to licensed stock video creative to stay compliant, then rebuilt click-through performance through iterative ad copy — headlines aimed more directly at the target audience's pain points — and testing multiple audience types, including lookalikes built from users who'd already completed in-app verification and Meta's Advantage+ Audience.