Case study · Naty Bienes Raíces · Since April 2026
More budget does not always bring more conversations: measuring showed it in time
Meta campaigns for houses and rentals with around ₡64,000 a month in their best months: 476 conversations with interested people since April 2026.
Real estate in the east: houses for sale and for rent.
Results
- 476conversations
April to October 2026.
- ₡780per conversation
June and July 2026: 164 conversations with ₡127,930.
- ₡1.820when the budget went up
August 2026: ₡109,185 brought 60 conversations, fewer than the 85 in July with ₡66,223.
The challenge
Getting conversations with people interested in houses and rentals, and deciding how much to invest each month without wasting budget.
What we did
- Separate campaigns for houses and for rentals.
- Ads that lead straight to a messaging conversation.
- Monthly measurement of the cost per conversation to adjust investment.
What we learned
In the houses campaign, in July 2026 ₡66,223 brought 85 conversations; in August, ₡109,185 brought 60. In September investment went back to ₡59,914 and the cost dropped to ₡1,152. Measuring every month is what prevents you from raising a budget that no longer pays off: in real estate, a moderate, well-measured investment pays off more than a large uncontrolled one.
Data source: Meta Ads data taken directly from the ad account (Meta API), retrieved on October 8, 2026; October 2026 includes only the first days. “Conversation” = messaging conversation started, as reported by Meta.
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