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Property Ads Update: Insights & Wins, June 2025

Bald Eagle Illustration
Simo · Founder & Director / Bald Eagle
2 · July 1st, 2025

Here’s a quick, five‑point snapshot of what’s moving the needle in property paid‑ads this month:

1. Meta: Static images driving volume

Let’s kick off with Meta, our static hero images are still stealing the show.

    • Despite ongoing video tests, static images deliver the highest lead counts at the lowest CPL.
    • They force us to sharpen messaging (“say more with less”), which resonates with time‑poor buyers.
    • See the attached “Meta Media Type” chart for a full breakdown of leads and costs by format.

2. Google Search: High intent, smaller pool

Next up, Google Search, fewer leads, but stronger buyer intent.

  • Search campaigns yield fewer leads than Meta, but those clicks signal higher intent, so CPC/CPL is up.
  • These clicks also feed into your remarketing Meta campaign, to help build that audience with qualified leads
  • Agent feedback hasn’t shown a clear quality lift over Meta leads, so pairing both channels remains our best bet.
3. Melbourne Lead Costs: Benchmarks & trends

Here’s where we sit on cost per lead, and how it shifts over a project’s lifecycle.

  • Average CPL: Meta $70 | Google $100 | Overall target $70

EOI Phase

The Expression of Interest phase typically delivers high lead volume with significantly lower cost per lead. However, lead quality tends to be lower with many prospects still early in their decision-making journey. This is largely due to:

– broader targeting and lighter qualifying criteria
– minimal messaging around pricing, floorplans, and specifications

On-Market Phase

Once a project hits the market, there is usually an initial spike in lead volume driven by launch momentum and early interest. Over time, this volume stabilises and often declines. Meanwhile, cost per lead tends to rise as the most motivated buyers have already been captured, and reaching remaining prospects requires more budget and refined messaging.

4. Landing Pages: Full‑site advantage

Your main website is your conversion engine, microsites can’t compete.

  • Leads convert better on comprehensive developer sites vs standalone project pages.
  • Showcasing past work, team bios, and brand story builds trust, and trust drives higher‑quality enquiries.

Who’s doing that well;

5. Focus Project – Wembley Hill

Finally, a snapshot of a project doing this differently: bilingual campaign.

  • Site launch: English + Chinese at wembleyhill.com.au
  • Targets: local owner‑occupiers, Sydney investors and Australia‑based Chinese buyers.
  • Tactics: dedicated Chinese‑language campaigns with fully localised ad creative and landing experiences. Early tracking shows strong engagement.

That’s your July digest—no fluff, just top takeaways. If you’d like to unpack any of these trends or see more data on Wembley Hill’s early performance, shoot us an email!

Bald Eagle Illustration
About Simo
Founder & Director / Bald Eagle
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