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What is the best audience and budgets to use for my campaign?

Choosing the right audience and budget is one of the most important steps in running a successful Properti campaign. The best setup depends on your campaign objective. Below are our recommendations and best practices.

Want to make the most of your Properti campaigns, have a a read of some of our best practices below. Choosing the best audience and budget for your campaign depends on a few factors, the main one being your campaign's objective.

Key Terms

  • CPC (Cost per Click): The amount you pay each time someone clicks your ad.

  • CPM (Cost per 1,000 Impressions): The cost to show your ad 1,000 times.

Campaign Objectives & Recommendations

  • Awareness & Branding (Reach or Video Views)
    Best for building awareness, brand recognition, and growing your audience.

    • Delivers the most impressions for the lowest CPM.

    • Works best with broad audiences.

  • Traffic (Website Visits)
    Best for driving traffic to your website or Properti landing pages.

    • Provides strong CPC results.

    • Offers a good middle ground between Reach and LeadGen campaigns.

  • Leads & Enquiries (LeadGen or Messages)
    Best for capturing form submissions or starting conversations with potential buyers/sellers.

    • Higher CPM and CPC than other objectives.

    • Requires higher budgets and longer durations to be effective (see note on LeadGen budgets below).

Audience Selection

  • General Targeting
    Start with a 20–25 km radius around the property listing.

    • For Reach or Video Views campaigns, keep the audience broader to let the algorithm optimise delivery.

  • Custom Audiences (Retargeting & Lookalike)
    Highly effective for Website Visits, Messages, and LeadGen campaigns.

    • Retarget people who have already engaged with your posts or website.

    • Use lookalike audiences to find similar profiles to your engaged users.

    • Combine custom audiences with a radius around your listing or office for better performance.

💡 Tip: Properti provides Prebuilt Custom Audiences you can add to your workspace with one click. These automatically target people who have engaged with your content or share similar traits. Use these once you’ve run a few Reach or Video Views campaigns to start building data.

Budget Recommendations

  • Reach, Video Views, Website Visits

    • Minimum of $5 per day.

    • Example: a 10-day campaign should have at least a $50 budget.

  • LeadGen, Messages, Conversion

    • Require higher budgets and longer durations to generate results.

    • See the important note below.

 

Important Note on LeadGen Campaign Budgets

LeadGen campaigns need a minimum budget of $500 to produce meaningful results. Smaller budgets often underperform or may not run at all.

👉 If you plan to spend less than $500, we recommend using the Website Visits objective instead.