Targeted Ads — Batumi & Italy

The Challenge

• Batumi: sell investment apartments in a new Horizon Group complex to international buyers — with qualified leads under $80 and at least one sale inside the first two weeks.
• Italy: generate genuinely qualified leads for houses and villas in Tuscany and Como priced from $500,000 — buyers actually able to consider that bracket.
• Reach buyers across very different source markets without burning budget on cheap, unqualified clicks.

Our Approach

• Segmented each market into three buyer types — buy-to-live (relocation and holiday), buy-to-invest (rental yield and passive income) and hybrid — giving each its own interest stack and messaging.
• Batumi: built the geo base around EU countries and Ukraine, then tested developed Asian markets, the US and Canada on top.
• Italy: the premium bracket needed an older, wealthier audience, so we tested interest narrowings, placements and countries — Switzerland, Monaco and the USA performed best, and Facebook consistently outperformed Instagram for that age profile.
• Creatives ran video against static, with price and the project's key advantages placed on the creative itself. Video won in both markets; for Italy the long-form post copy mattered too, because that audience actually reads.

Services Provided