Urbanización Toscana
Paid ads case study: Urbanización Toscana reduced its cost per initiated message by 45% and sold 8 homes in its best month thanks to a new Meta Ads acquisition strategy.
The challenge
Urbanización Toscana, a real estate project, faced a significant drop in initiated message volume compared to earlier months of the year. This decline directly impacted the commercial team's sales opportunities.
The cost per initiated message held at $1.80, a level that limited campaign scalability and reduced return on advertising investment.
Goal
- Reduce Cost per Initiated Message from $1.80 to $1.50 or below
- Achieve an average of 3+ homes sold per month through digital channels
The strategy
In November 2025, a new acquisition strategy was implemented, designed to improve traffic quality, optimize initiated message delivery, and scale results sustainably.
We migrated to a new Ads Manager after identifying that the previous account had lead-sale matching issues with Meta. This strategy served as the foundation for the following months.
Key changes
- Migration to a new Ads Manager to resolve matching issues
- Optimization of incoming traffic quality
- Improved initiated message delivery
- Progressive scaling based on results
Results
December 2025
- Cost per initiated message reduced to $1.35
- Confirmation of the new strategy's effectiveness
January 2026 – Present
- Average cost per initiated message: $0.98, consistently below $1.00
- Higher volume and consistency in initiated messages
- Continuous campaign delivery and performance optimization
Sales impact
| Month | Homes sold | Note |
|---|---|---|
| November 2025 | 8 | Best month in project history |
| December 2025 | 5 | Third best month on record |
| January 2026 | 4 | |
| February 2026 | -- | Positive indicators with favorable trend |
Conclusion
Strategy optimization allowed us to not only reduce costs, but also improve lead quality, scale initiated message delivery, and generate a direct impact on sales — surpassing the original objectives.
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