Propr: 51.88% cheaper leads with higher budget

A relatively unknown service

Propr is a service that helps you sell your property without a broker and saves you on average 80,000kr (!) on the property sale. Our job was to take over the advertising on Facebook and Instagram and increase profitability through our unique testing and scaling strategies.

How we proceeded

Phase 1: Mapping all improvement potentials and creating a strategy

The first step in almost all collaborations with Curve is to map all possible improvement potentials and create a strategy on how to implement these over time. For Propr, the biggest problems were a very basic account structure with little adaptation for growth and suboptimal budget allocation between prospecting and retargeting.

Phase 2: Implementation of previously developed strategy

Planning is fun, but the real gold lies in the optimization itself.

It is important to maintain a concrete test structure and strategy, even if you are eager to see results quickly. One should not test more than 1 element at a time (otherwise you do not know which adjustment led to the change in the results) and one should give Meta at least 1 week per test (depending on the budget) to define whether a test led to an improvement or not.

Through a series of continuous optimizations, we have managed to reduce the lead price by an average of 38.64% and have reduced the total purchase price for the entire account by 26.42% compared to the same period last year (01.04.2023 -> 21.04.2023 vs 01.04.2024 -> 21.04.2024).

Phase 3: Continuous optimization and testing of new ads

Once all the originally identified changes have been implemented, the job is not over.

We are in the ad account daily and develop strategies for what changes we are going to make and why, if necessary.

Increase in frequency? We launch new ads.
An ad performs great? We launch new variants of it to use it to its full potential.
CPA is rising? We scale back and introduce new, previously tested, ads.

The result?

After 3 months of collaboration, we have:

1. Reduced the lead price in prospecting campaigns from a historical average of 396.49kr to 190.79kr (-51.88%)

2. Reduced the lead price in retargeting campaigns from a historical average of 640.63kr to 477.89kr (-25.40%)

3. Reduced the average price per purchase for the entire account from 4578.42kr to 3368.36kr compared to the same period last year (-26.42%)

Do you have any questions, or want to work with us? Do not hesitate to send us an email to hei@curve.no