Illustrative case. This case describes a fictional company to show what an ETZA engagement looks like. It does not represent a real client or actual results.
Context
A real estate company selling residential projects invests every month in Meta and Google ads to attract prospective buyers.
The problem
Ad form submissions land in an inbox or are downloaded by hand; the first reply can take hours or days, and nobody knows for sure which campaign brings the people who end up visiting a project.
What the diagnostic revealed
- Moving leads from the ad platforms to the sales team was manual and depended on one person.
- Leads arrived without a known source, so spend was decided on volume rather than quality.
- There were no assignment rules: some leads were contacted twice and others not at all.
What was implemented
A Growth Systems Sprint that included:
- Automatic connection of Meta, Google and website forms to the CRM.
- Source tracking for every lead: platform, campaign and ad.
- An instant WhatsApp and email reply with the next step to book a visit.
- Rule-based assignment by project of interest, with advisor alerts and duplicate control.
- A dashboard that matches spend per campaign with leads and their progress through the process.
How it is measured
- Time to first reply
- Leads with a known source
- Leads left unhandled at day’s end
- Visits booked per campaign
- Cost per qualified lead
Key takeaway
Measuring cost per qualified lead, not just per lead, changed the conversation about where to invest in ads.
First step
Shall we talk about what is holding back your growth?
Tell us about your situation. We will tell you plainly whether a diagnostic makes sense for your company.