CASE STUDY
Ginos Group - Selene Residences
Ginos Group - Selene Residences
232 Buyer Leads at $38 CPL for a 22-Apartment Wayville Release
232 Buyer Leads at $38 CPL for a 22-Apartment Wayville Release
Ginos Group launched Selene Residences (22 luxury 2 & 3 bedroom move-in-ready apartments in Wayville) with no brand awareness and no buyer database. Across 9 months and $8,917 of Meta spend, the system delivered 232 dashboard-attributed leads. The March 2025 launch creative pack delivered 9 of the top 10 ads of the entire engagement.
Ginos Group launched Selene Residences (22 luxury 2 & 3 bedroom move-in-ready apartments in Wayville) with no brand awareness and no buyer database. Across 9 months and $8,917 of Meta spend, the system delivered 232 dashboard-attributed leads. The March 2025 launch creative pack delivered 9 of the top 10 ads of the entire engagement.
Industry
Industry
Property Development (Apartments, Move-in Ready)
Property Development (Apartments, Move-in Ready)
Services
Services
Google Ads, Meta Ads, Multi-Step Landing Page, Lead-to-CRM Sync, Enterprise Reporting
Google Ads, Meta Ads, Multi-Step Landing Page, Lead-to-CRM Sync, Enterprise Reporting
Timeline
Timeline
March to December 2025 (intermittent activity across 9 months)
March to December 2025 (intermittent activity across 9 months)
Buyer Leads
Buyer Leads
197
Average Cost Per Lead
Average Cost Per Lead
$38
Leads from Top Ad
Leads from Top Ad
66
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
Launch a 22-Apartment Boutique Release Cold
Ginos Group is the Adelaide developer behind Selene Residences: 22 luxury 2 & 3 bedroom apartments at 70 Greenhill Rd, Wayville (postcode 5034). From $1.435M. European appliances, fitness centre + infrared sauna, secure parking, parkland and city views. Sold through Belle Property.
Ginos Group is the Adelaide developer behind Selene Residences: 22 luxury 2 & 3 bedroom apartments at 70 Greenhill Rd, Wayville (postcode 5034). From $1.435M. European appliances, fitness centre + infrared sauna, secure parking, parkland and city views. Sold through Belle Property.
A finished, move-in-ready product. Display and digital lit up together in March 2025 against a buyer-ready offer.
A finished, move-in-ready product. Display and digital lit up together in March 2025 against a buyer-ready offer.
A 22-apartment boutique launch has no margin for unprofiled leads. The sales team needed buyers in the right budget band, not a list of names.
A 22-apartment boutique launch has no margin for unprofiled leads. The sales team needed buyers in the right budget band, not a list of names.
0 paid leads, 0 buyer profiling, no budget-band attribution
0 paid leads, 0 buyer profiling, no budget-band attribution
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
Multi-step Stratosphere Lead Page at go.seleneresidences.com.au. Step 1 captured contact details against the brochure offer; step 2 profiled buyer type, timeframe, bedrooms, budget band, broker status, display visit intent.
Landing Page
Multi-step Stratosphere Lead Page at go.seleneresidences.com.au. Step 1 captured contact details against the brochure offer; step 2 profiled buyer type, timeframe, bedrooms, budget band, broker status, display visit intent.
Google Ads
Brand defence on "Selene Residences", "Wayville apartments", Ginos Group variants. Inner-Adelaide geo, lean spend.
Google Ads
Brand defence on "Selene Residences", "Wayville apartments", Ginos Group variants. Inner-Adelaide geo, lean spend.
Meta Ads
3 campaigns (Prospecting, Prospecting Broad, Retargeting), 27 unique creative variants tested. Peak link CTR 1.3% (above the 0.8 to 1.2% property benchmark). The March 2025 launch creative pack accounted for 9 of the top 10 highest-performing ads across the entire 9-month engagement. Best single ad: 66 leads at $37 CPL.
Meta Ads
3 campaigns (Prospecting, Prospecting Broad, Retargeting), 27 unique creative variants tested. Peak link CTR 1.3% (above the 0.8 to 1.2% property benchmark). The March 2025 launch creative pack accounted for 9 of the top 10 highest-performing ads across the entire 9-month engagement. Best single ad: 66 leads at $37 CPL.
Data & Attribution
Monthly performance decks to Ginos Group from month one. Lead dashboard fed directly into Belle Property's sales workflow with profile data attached, so the sales team picked up qualified buyers, not raw form fills.
Data & Attribution
Monthly performance decks to Ginos Group from month one. Lead dashboard fed directly into Belle Property's sales workflow with profile data attached, so the sales team picked up qualified buyers, not raw form fills.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Luxury Boutique Release Sold Through to Wind-Down on Schedule
Over 6.5 months in market, the Milli 3187 campaign delivered 197 dashboard-attributed leads at a lifetime $84 cost per lead, with the breakthrough August 2025 square-format cohort holding CPL at $60 to $61 in the back half of the engagement. 34 creative variants tested across three anchor message cycles ("From $1.7M", then "No Pricing", then "[Square] format"). The May 2025 client report logged a 75% Profile Lead Rate, meaning three in four leads completed the buyer profile, giving the sales team a qualified buyer not a name. The campaign wound down on schedule in October 2025 as the boutique release moved into display-driven completion.
Over 6.5 months in market, the Milli 3187 campaign delivered 197 dashboard-attributed leads at a lifetime $84 cost per lead, with the breakthrough August 2025 square-format cohort holding CPL at $60 to $61 in the back half of the engagement. 34 creative variants tested across three anchor message cycles ("From $1.7M", then "No Pricing", then "[Square] format"). The May 2025 client report logged a 75% Profile Lead Rate, meaning three in four leads completed the buyer profile, giving the sales team a qualified buyer not a name. The campaign wound down on schedule in October 2025 as the boutique release moved into display-driven completion.
Selling a Boutique Luxury Release? Iteration Is the Mechanism.
We've helped developers like DM Property break the CPL plateau on a $1.7M+ luxury townhome launch by running creative as a quarterly product cycle, not a one-time deliverable. If you are launching a boutique premium release and need a paid acquisition system that can find the format unlock at your price point, let's talk.
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