Smart Investment Generates 159 Turkey Property Leads at $16.96 CPL in 3 Months
EZCA ran Meta Ads for Smart Investment's Alanya property portfolio over three months — delivering 159 leads at $16.96 CPL on $2,695 spend, targeting Russian-speaking buyers across CIS, Europe, and Turkey.
Smart Investment sells real estate in Alanya, Turkey, targeting Russian-speaking buyers seeking foreign property, residency options, or investment yields. EZCA ran Meta Ads campaigns from January to March 2023, generating 159 qualified buyer leads at $16.96 CPL from a total spend of $2,695.85 — using lead forms as the primary capture mechanism across CIS, European, and Turkish geographies.
Smart Investment needed to generate qualified Turkish property leads from a Russian-speaking audience dispersed across three global regions — with no existing digital acquisition channel.
Smart Investment sells property in Alanya, Turkey — a market experiencing surging interest from Russian-speaking buyers post-2022, driven by demand for foreign residency options, investment yield, and lifestyle relocation. The buyer profile is varied: some want a primary home abroad, some want a rental investment, some want a Turkish residence permit. All are Russian-speaking and spread across CIS countries, Europe, and Turkey itself. The challenge was building a paid acquisition system that could segment these motivations accurately, test which messages converted best, and generate qualified leads at a unit economics that justified the media investment.
EZCA ran five audience segments across CIS, Europe, and Turkey on Meta lead forms — testing and optimizing audience, creative, and lead form design throughout the 3-month campaign.
EZCA chose Facebook lead forms as the primary conversion mechanism based on strong performance data from comparable real estate campaigns — the on-platform form reduces friction compared to directing traffic to an external site. Five audience segments were defined and run simultaneously: broad Russian-speaking audience, buyers interested in foreign property generally, buyers specifically interested in Turkey, people seeking foreign residency or citizenship, and expats. Campaigns ran across CIS, European countries, and Turkey. Throughout the three months, EZCA continuously optimized: testing new audience combinations, analyzing ad conversion rates and writing new copy, creating and testing new creatives, adjusting budgets by segment performance, reviewing geographic breakdown data, and iterating on lead form design for maximum completion. The best-performing combinations were scaled while underperforming segments were cut.
159 qualified Alanya property leads in 3 months at $16.96 per lead — scalable pipeline built from zero on under $3k spend.
The campaign delivered 159 completed lead forms at an average CPL of $16.96 — a strong unit economic for international real estate where average transaction values are in the hundreds of thousands of dollars. Total media investment was $2,695.85. Smart Investment received a steady flow of qualified buyers across three months, with the lead quality validated by the structured audience segmentation approach. The 234,865 impressions served built brand awareness among Russian-speaking property buyers in key geographies beyond direct converters. The campaign data provides a clear map of which audience segments and regions convert best — the foundation for scaling this program with higher budget.
Key metrics from this engagement
Work we shipped
- Paid Social
- Performance Marketing
- Analytics & Attribution
- Meta Ads
- Duration
- January 2023 – March 2023
- Stage
- Growth
- Region
- MENA