A Just Listed video post boosted through MVP's own Ads Manager, putting the listing in front of local buyers across Coolbellup and surrounds and building a warm audience of people who watched it.
This campaign boosted the Just Listed video post, with Meta optimising for ThruPlays: people who watched at least 15 seconds of the video, or all of it. On $49.88 in spend, it put the property in front of more than 7,000 people and held the attention of over 3,000 of them.
Close to half of everyone reached (45%) watched the video through to a ThruPlay, at under 2¢ each. That's genuine attention on the listing, not just a scroll past. The campaign also reached more than twice as many people as MVP's recent website traffic campaigns on a similar budget, with a CPM of $5.34.
Every one of those 3,197 viewers now sits in MVP's Meta video viewer pool for Coolbellup, ready to be retargeted on future listings and results in the area.
This Just Listed video post ran on Meta under the Housing special ad category, reaching a geo-targeted audience around Coolbellup. The figures below come straight from the confirmed Ads Manager export.
| Metric | Result | Benchmark | Read |
|---|---|---|---|
| People reached | 7,034 | Local buyer coverage | Strong |
| Impressions | 9,340 | – | No benchmark |
| Frequency | 1.33 | <3.5 | Healthy |
| ThruPlays | 3,197 | – | Strong (45% of reach) |
| Cost per ThruPlay | $0.016 | – | Strong |
| CPM (cost per 1,000 impressions) | $5.34 | – | Strong |
| Clicks (all) | 520 | – | No benchmark |
| Click-through rate (all) | 5.57% | – | Strong |
| Link clicks | 84 | – | Secondary for this objective |
| Cost per click (link) | $0.59 | $0.50 – $1.50 | Within benchmark |
| Landing page views | 74 | – | Strong (88% of link clicks) |
| Cost per lead | N/A | N/A for Just Listed | Not applicable |
This campaign was optimised for video views, so Meta put the budget in front of people most likely to watch rather than click. That's why link clicks (84) sit lower than on MVP's website traffic campaigns, while reach and viewing are far higher. Even so, link clicks came in within our $0.50–$1.50 benchmark at 59¢ each, and 88% of them tracked through as landing page views on the listing.
The campaign targeted people aged 30 and over within a 10 mile (around 16km) radius of Coolbellup, with property-related interests layered on to lean spend toward people actively engaged with homes and real estate.
A radius centred on Coolbellup that takes in the surrounding southern suburbs. Broad enough to catch buyers moving within the area, tight enough to keep the ad relevant.
An age floor of 30 focuses spend on buyers at a home-owning life stage, with interests in House, Home and Real estate investing layered on top. All genders included.
Every ThruPlay adds to MVP Real Estate's video viewer audience, one of the warmest pools available for retargeting future listings and results in this area.
Frequency held at 1.33 (9,340 impressions divided by 7,034 reach), well under our 3.5 ceiling. The budget went into reaching new people rather than showing the video to the same people repeatedly.
$49.88 in spend, 7,034 people reached and 3,197 ThruPlays. Here's what this run proved, and the one clear next move.