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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.

Written by Product

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.
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Not sure where to start? Ready to run campaigns pick the audience radius and budget split for you. See Run a campaign from Ready to run.

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 radius that suits how built up the area is. Busy inner suburbs need a tight radius, around 5 km. Typical suburbs work at 10 to 15 km, outer suburbs and semi-rural areas at about 25 km, and rural listings at 40 km. Ready to run campaigns set this for you from the population around the listing, and the review screen shows it as "People within [X] km of the listing". Building your own campaign? Pick the closest option in the Radius dropdown.

    • 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

    • Give each platform enough to spend every day. When you build a campaign, Properti shows a Low Meta budget or Low Google Ads budget warning if that platform's share works out too low per day. It tells you what to change: a bigger total budget, a bigger share for that platform if you're running on both, or a shorter campaign.

    • Ready to run campaigns handle this for you. If splitting your budget with Google would leave each platform under the daily minimum, the campaign runs on Meta only and shows how much you'd need to add Google.

  • 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.

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