This FAQ explains how iCreate plans, manages, and optimises Meta (Facebook & Instagram) advertising for property projects, and why our approach is aligned with platform best practice and real-world sales outcomes.
Why don’t you optimise Meta ads based on impressions or reach?
Impressions and reach are delivery metrics, not success metrics.
For off-the-plan property, high impressions to the wrong audience do not translate to enquiries, EOIs, or sales. We prioritise fewer, higher-quality impressions to the right buyers, rather than chasing volume for its own sake.
Our focus is on outcomes that matter commercially, not vanity metrics.
What metrics actually matter for property campaigns?
For high-consideration property purchases, the primary performance measures are:
• Cost per qualified lead
• Quality of sales conversations
• Conversion to appointment, EOI, and sale
Metrics such as CPM, CTR, impressions and reach are reviewed as supporting indicators only. They provide context, but they are not reliable indicators of campaign success in isolation.
Why aren’t Meta ads changed or tweaked daily?
Meta campaigns rely on a learning phase.
When ads are changed too frequently (creative, copy, targeting or budget), the learning phase resets. This typically:
• Increases cost per lead
• Slows optimisation
• Reduces delivery efficiency
Best practice is to monitor campaigns daily, but optimise strategically, once sufficient data has been collected.
How often do you monitor Meta ads?
Campaigns are monitored daily.
This means we are actively watching performance, delivery, spend, and signals — but we are not making reactive changes unless there is a clear, data-backed reason to do so.
Monitoring and updating are not the same thing.
When are changes made to campaigns?
Changes are made deliberately when:
• The learning phase has completed
• Sufficient performance data is available
• A clear optimisation opportunity is identified
• Creative fatigue or misalignment is evident
• There is a genuine outlier or delivery issue
When changes are made, we adjust one variable at a time to protect performance stability.
Do algorithms change over time?
Yes — Meta’s algorithms evolve continuously.
However, this does not mean campaigns should be manually adjusted daily. In fact, algorithmic platforms perform best when given stable inputs and time to learn.
Performance improves through structure, consistency, and signal quality — not constant intervention.
Why is this approach important for off-the-plan property?
Property is a:
• High-value purchase
• Long decision cycle
• Relationship-driven sale
Applying ecommerce-style metrics or daily optimisation logic to property campaigns often leads to poorer outcomes. The goal is not fast clicks — it’s qualified buyers who convert over time.
How do you balance creative quality with performance?
Our role is to protect both creative integrity and performance outcomes.
Constant changes can degrade creative impact, confuse messaging, and undermine campaign learning. Strong creative paired with disciplined optimisation delivers better long-term results.
What about AI-generated creative?
AI tools can be useful, but property campaigns require care.
Inaccurate visuals or claims can create compliance and legal risk, particularly for high-value assets. All creative must accurately represent the product being sold.
For this reason, AI-generated assets must be tightly controlled and approved.
How is reporting handled?
We recommend a weekly reporting cadence, supported by deeper review in sales meetings where lead quality and outcomes can be assessed.
Reports typically include:
• Performance summary
• Cost per result
• Supporting delivery metrics
• Observations and recommendations
We avoid daily reporting on individual metrics, as short-term fluctuations are normal and not indicative of performance.
What happens if something genuinely goes wrong?
If there are material outliers, delivery issues, or risks that require intervention, we act proactively and raise them immediately.
Stability does not mean inaction — it means considered action.
In simple terms, how does iCreate run Meta ads?
• We set campaigns up properly from day one
• We monitor performance daily
• We optimise strategically, not emotionally
• We focus on lead quality and sales outcomes
• We protect creative and performance equally
This approach consistently delivers better results for property projects.
If you’d like to discuss how this applies to your project, we’re happy to walk you through it.