Client and challenge
RPI Group (Royal Property Investment) — utility networks for housing developments, roads and car parks, drainage and site landscaping. They work with their own machinery, no subcontractors — from bare ground to a finished turnkey development.
It is a hybrid of B2B (developers, housing schemes) and B2C (private plots, paving), so the leads have to be both varied and genuinely good.
Advertising was on pause — we had to build a paid flow of leads from scratch, find an audience and offer combination that works, and make the cost per lead predictable.
And, above all, not simply pump out leads, but separate the good ones from the junk and teach the ad algorithm the difference.
What we did
Meta advertising from scratch
Launched Facebook and Instagram across the core lines: utility networks, roads, paving.
Audience combination tests
RU × LV × B2C × B2B — we found the winning pairing of offer and audience.
A fast landing page
A dedicated landing page on Astro — Lighthouse 97/96, loads instantly.
Automated lead handling
Every lead lands in Telegram as a card straight away — the manager sees it within seconds.
Quality loop through CAPI
The client's verdict on lead quality goes back into Meta — and the algorithm learns.
Self-updating dashboard
Leads, CPL, quality and combinations — rebuilt automatically every week.
Results in numbers
Ad account and dashboard data, 16 March — 22 July 2026. Budget and personal data from the leads are hidden.
We found the combination — then closed the quality loop
First we worked out which audience delivers cheaper leads. Then we did what competitors don't: we started feeding Meta not just leads, but the client's verdict on how good they were.
The client marks in Telegram whether a lead is good or not — and that signal goes straight back to Meta. The ads then start hunting for people like the good leads, not simply the cheap ones.
What it looks like in the numbers
Cost per impression fell from spring to summer as the optimisation kicked in — while the flow of leads held steady.
Average cost per 1,000 impressions (CPM) by month — down by almost half. Ad account data.
"A cheap lead and a good lead are not the same thing. We taught the advertising to tell the difference."
Want a flow of quality leads?
We work with construction, property and service businesses: advertising from scratch, a quality loop, lead automation. Tell us about your challenge — we'll show you the system and propose a plan.