Aimal Tower — Meta Ads for a luxury apartment tower in Islamabad

Apartments sell on trust and on a conversation, not on a click. A buyer considering a unit in a tower still under construction wants to ask about the installment plan, the floor, the handover date and the approvals before anything else, and they want to ask a person. Aimal Tower sells to two audiences at once: families in Islamabad and Rawalpindi, and overseas Pakistanis buying at home. The campaigns had to reach both and bring in enquiries from people who could actually buy, not just people curious about a new building.

We ran Meta campaigns built to start WhatsApp conversations, targeting Islamabad, Rawalpindi and overseas Pakistani audiences. November and December were the testing phase: finding which audiences and creatives brought serious buyers, and learning from the first 331 conversations.

In January and February we put that learning to work. Ad sets that brought in irrelevant enquiries were cut, and budget moved to the best-performing creatives. The campaigns started 280 more conversations on a smaller budget, and the cost of each conversation fell 15%, from PKR 229 to PKR 194. Across the four months that is 611 conversations with prospective buyers.