Across a 60-day window, daily Meta Ads spend was deliberately pulled down from RM314.81/day to RM217.37/day (69% of original allocation) while holding lead volume flat at 121 leads. Cost-per-lead dropped from RM65 to RM59.63 — a real, measured efficiency gain rather than a one-off promotional discount. Creative ran across Facebook Feed, Instagram Feed, Instagram Explore, and YouTube simultaneously for "The Arden" (office suites) and "CloutHaus" (residences), positioning each asset's amenities and connectivity story distinctly per platform.

The previous agency's RM85–125 per lead range reflected inefficient targeting and an overestimated reach model. We rebuilt the funnel around tighter Meta Ads targeting, ran on a 30% lower daily budget, and still delivered 121 leads at RM69.70 each — a RM55 saving per lead. That RM6,690 in freed-up budget was reallocated into the campaigns proven to convert, contributing to over $300,000 in tracked property sales.

March's ad budget was cut 40% (RM3,000 → RM1,800) while total views still grew 9.6% month-over-month and Meta cost-per-lead fell from the RM8–12 range to RM1.50–2.00 — a 5–8x efficiency gain. The "Hiring" campaign hit a standout RM0.99 CPL. By April, with strategy validated, we shifted weighting from pure awareness to conversion-focused content (decision-driven community posts, experience-led F&B framing, ads aimed only at high-intent school/corporate bookings) and closed the month at 60K+ reach, 1,958 website sessions, and a blended RM31 cost-per-lead across 59+ confirmed leads — alongside ad-hoc goodwill work like OOH directional signage and a redesigned client quotation kit.

Across the 13th, 16th, and 17th of December, 17 vetted KOLs produced content across Instagram (31,774 reach / 34,927 views / 8,916 interactions), TikTok (6,978 views / 1,089 interactions), and Facebook (715 views / 91 interactions) — entirely organic, with no media spend behind the posts. Instagram alone drove 89% of total interactions, reinforcing where this audience actually engages, and informing how we weighted platform briefs for the client's next activation.

The brief was emotional positioning, not product photography: sympathy and memorial arrangements needed copy that felt dignified in both English and Mandarin, paired with a direct Messenger ordering path so grieving families could act without friction. We rebuilt the content calendar around that single conversion path and bilingual voice — a template now reused across other heritage-brand clients in the portfolio.