How We Generated $2.7MM in Revenue with Paid Ads for a Property Management Company in Q3 2024
When it comes to B2B marketing, especially in the property management industry, it’s not just about generating leads—it’s about generating the right leads. This year, our campaigns have taken our property management client to new heights, with an additional $2.7MM in attributable revenue in Q3 alone and a remarkable 11.90X ROAS.
Here’s a detailed breakdown of how we structured and executed campaigns across Facebook Ads, Google Ads, and LinkedIn Ads to drive these results. If you’re looking to replicate this success, you’re in the right place.
Facebook Ads: The Workhorse for Qualified Leads
Facebook Ads has been our MVP for years, consistently delivering the most qualified leads and contract wins. In Q3, 24 out of 35 wins came directly from Facebook Ads, reinforcing why it’s our go-to channel for this client.
How We Structured Our Campaigns:
Audience Segmentation Based on Intent:
We started by splitting our audiences into two main groups:
Warm audiences: Retargeting website visitors, CRM contacts, and lookalike audiences built from existing clients.
Cold audiences: Targeting new prospects using industry-specific interests, job titles (property developers, real estate investors, etc.), and behavior data.
This segmentation allowed us to craft messaging tailored to the intent of each audience. For instance, warm audiences received ads emphasizing trust and case studies, while cold audiences saw more educational ads introducing the client’s services.
Creative That Speaks to Decision-Makers:
We didn’t just showcase the client’s services—we highlighted the pain points they solve. Ad headlines like “Struggling to Manage Your Growing Portfolio?” or “Effortless Property Management for Large-Scale Projects” were paired with compelling visuals of their technology and team in action.
Carousel ads performed exceptionally well, showcasing multiple aspects of the client’s offerings, such as tenant services, maintenance, and financial reporting.
Lead Forms with CRM Integration:
We used Facebook’s native lead forms to reduce friction. These forms were pre-filled with users' information (where possible) and automatically synced to the client’s CRM for real-time follow-up by their sales team.
Retargeting with Specific CTAs:
Website visitors who had engaged with specific service pages (e.g., “Portfolio Management” or “Tenant Services”) were retargeted with ads featuring testimonials from similar clients. This “proof-driven” approach helped convert undecided prospects.
Result:
Over 2.5MM impressions and 46K+ clicks in Q3.
24 contract wins attributed to Facebook, with a cost per acquisition (CPA) that consistently beat our benchmarks.
Google Ads: Capturing High-Intent Search Traffic
Google Ads required a more precise approach. While Facebook casts a wide net, Google allowed us to zero in on prospects actively searching for solutions. This channel delivered 11 contract wins in Q3, including 4 wins from new campaigns optimized in Q2 and Q3.
How We Structured Google Ads Campaigns:
Focused Search Campaigns on High-Value Keywords:
We targeted phrases like “commercial property management,” “top property management companies,” and “real estate asset management services.”
Our negative keyword strategy was equally critical. For example, we excluded terms like “jobs” or “DIY” to avoid wasting budget on irrelevant clicks.
Ad Copy Designed to Stand Out:
Every ad emphasized urgency and authority. Headlines like “Professional Property Management for Complex Portfolios” and “Trusted by Industry Leaders Nationwide” built credibility from the start.
We also used sitelink extensions to guide users to specific pages (e.g., pricing, case studies, or service overviews), making it easy for them to take the next step.
Geo-Targeting for Relevant Leads:
Our client operates in specific regions, so we focused our budget on cities and states where they have the capacity to onboard new clients. This hyper-local targeting ensured every click had potential.
Conversion Tracking That Mattered:
We didn’t just measure form fills. We tracked deeper actions, such as scheduling consultations and downloading service guides. This helped us identify campaigns driving leads that converted into revenue.
Result:
Google Search consistently delivered high-quality leads, with an upward trend in win volume (11 total wins, 4 of which were from newer campaigns).
LinkedIn Ads: Building a Pipeline of Enterprise Deals
While LinkedIn didn’t deliver as many direct wins in Q3, it played a crucial role in securing enterprise-level opportunities for the client. The nearly $16MM active and passive pipeline owes a significant portion of its volume to LinkedIn’s ability to reach high-level decision-makers.
How We Structured LinkedIn Ads:
Precision Targeting:
We built audiences based on job titles like “CEO,” “Director of Operations,” and “Property Manager” within industries such as commercial real estate and property investment. We also layered targeting with company size to focus on businesses likely to need large-scale property management services.
Thought Leadership Content:
LinkedIn campaigns centered on content like whitepapers (“The Future of Property Management”), success stories, and client testimonials. Ads were designed to drive clicks to gated content, generating high-quality leads.
Account-Based Marketing (ABM):
For top enterprise prospects, we ran ABM campaigns tailored to their specific needs. These campaigns included personalized messages and case studies showing how our client had solved similar challenges.
Long-Term Nurturing:
Leads from LinkedIn were nurtured through email campaigns and retargeting ads on other platforms, ensuring they stayed engaged over time.
Result:
LinkedIn strengthened the top of the funnel, adding significant value to the sales pipeline and contributing to long-term revenue opportunities.
Key Insights for Your Paid Ads Strategy
Here’s what we’ve learned from driving over $2.7MM in Q3 revenue and approaching $9MM in overall ROI since the start of our campaigns:
Tailor Your Approach to Each Platform:
Facebook is unbeatable for scalable lead generation.
Google Ads delivers high-intent leads ready to convert.
LinkedIn is ideal for nurturing enterprise opportunities and building authority.
Integrate Your CRM Seamlessly:
Immediate follow-up is crucial. Syncing lead forms and tracking campaign results directly in your CRM ensures no opportunity is wasted.
Focus on Quality, Not Just Quantity:
Our success with Google Ads came from optimizing for the highest-quality clicks—not just the cheapest ones.
Constantly Test and Optimize:
From refining audience targeting to tweaking ad copy and creatives, every campaign benefited from continuous iteration.
Wrapping Up: A Proven Framework for B2B Success
This campaign wasn’t just about numbers; it was about building a system that consistently delivers results. By aligning Facebook, Google, and LinkedIn to serve specific roles in the funnel, we generated $2.7MM in Q3 revenue and set the stage for long-term growth.
If you’re ready to build a paid ads strategy that delivers real business outcomes, let’s talk. We’d love to help you craft a system that works as well for you as it has for our client.
