Case study: Stable traffic despite budget cuts – Platanowe Housing Estate

Platanowe Housing Estate – advertising campaigns March, April, and May 2025

Project context

We had one goal: deliver a stable inflow of visits to the property website from people who are genuinely looking to buy an apartment, because reach alone does not pay the bills. March started strong, but in April a classic problem of many property investments appeared: dependence on a single channel and on broad reach, which works well only when the budget is high and the market has a good day.

The problem that kills predictability

In April, the Meta budget was reduced, and at the same time there were days with lower purchasing activity. The effect was simple and brutal. Traffic dropped because we were relying on a channel that, at lower scale, does not deliver a steady stream of high-intent visits. In practice, we were missing predictable users who type specific queries into Google and are ready to take action.

The strategy that changes the game

We did one key thing: we shifted the weight of acquiring quality traffic to the search engine, because the report clearly suggested the need for higher purchase intent from Google.

Therefore, we made three decisions.
• We rebuilt the structure of activities so that Google Ads became the main traffic engine.
• We kept Meta mainly as remarketing on a minimal budget, because this model delivers clicks while avoiding audience burnout.
• In May, we increased the scale of search activities, because in April the use of a promotional coupon and a larger Google Ads budget had been planned, which was intended to translate into an inflow of more engaged visits.

Execution, meaning what we actually did

Instead of fighting for attention, we started capturing intent. That is the difference between someone saw an ad and someone is looking for an apartment. One is nice for the ego, the other builds sales.

Meta worked as a system for closing the loop, and Google worked as a system for opening conversations with people who are already in the buying process.

Results in numbers

Over two months, the campaigns delivered:
• 47,013 ad impressions
• 2,126 visits to the website
• a budget of 5,138 PLN

This means that:
• the average cost per visit was approximately 2.42 PLN
• the click-through rate relative to impressions was approximately 4.52%

On the website, this translated into 1,745 visits and real consumption of sales materials:
• 276 entries into the virtual tour, which is about 15.8% of all visits
• 55 3D Animation walkthrough plays, which is about 3.15% of all visits

Most importantly, after the change in approach, stabilization and a month-over-month rebound were clearly visible, because the number of website visits increased from 847 in April to 898 in May. This is an increase of approximately 6%. At the same time, micro-conversions were also growing, meaning entries into the virtual tour and 3D Animation walkthrough plays.

The halo effect, or a bonus people do not count but that does the work

After implementing the changes, organic traffic for the branded keyword also improved. The report recorded reaching the first position for the investment name and an increase in CTR. This usually works like this: ads increase brand awareness, and then Google receives more clicks on the brand, because people recognize the name and choose it in the results.

Conclusions

First, the campaign showed that traffic based mainly on broad reach loses stability when the budget drops and when the market has weaker purchasing days. Therefore, April exposed the dependence on a single traffic source and clearly indicated that exposure alone does not guarantee a predictable inflow of visits.

Second, rebuilding the channel mix organized the quality of traffic, because the burden of acquisition was shifted to the search engine, meaning users with higher intent. In practice, this was visible in on-site behavior, because users actually consumed sales materials instead of just ticking off a visit.

Third, keeping Meta mainly in the role of remarketing on a minimal budget fulfilled its function, because the channel maintained returns and click-through rates without audience burnout, while not requiring large scale to be useful.

Fourth, the results confirmed that the number of visits alone is not the only measure of value, because 1,745 visits translated into concrete actions within the content: 276 virtual tour entries and 55 3D Animation walkthrough plays. This is a signal that the layer of sales materials works as an attention magnet, and users go deeper than just the homepage.

Fifth, the campaigns added a brand effect in search, because the report recorded reaching the first position for the investment name and an increase in CTR. This means that paid activities during this period also strengthened organic behavior around the brand.

Sixth, the lack of directly recorded inquiries in the report should not be treated in a binary way, because decisions in the property investment sector have a long cycle and often require several weeks or several months before a user moves to contact. Therefore, the campaign in this period primarily worked as a consideration-building stage, delivering attention, visits, and consumption of sales materials, which are a typical intermediate step before a conversation. At the same time, it is worth clearly stating that if someone expects spectacular sales effects from activities set for one month, they usually have an incorrect assumption, because the real estate development industry does not work like an online store.