Citygate Housing Ads: 68 Reported Conversions
Overview
In this Pearl Lemon Leads case study, Tamy, Operations Director at Pearl Lemon, breaks down a high-performance UK ad campaign that delivered 68 leads in just 5 days for Citygate Housing achieving an exceptional 79% conversion rate and a £3.51 cost per conversion, far below industry averages.
This campaign demonstrates how a simple landing page, strategic scheduling, and optimized targeting can turn 8,000 impressions → 86 clicks → 68 conversions, positioning Pearl Lemon as a top-tier performance marketing partner for the property management and housing industry.
Campaign Overview
Client: Citygate Housing
Industry: Housing and property
Location: United Kingdom
Reported dates: 9–14 August; the original account describes five days of delivery. The year and exact active hours are not supplied.
Platform: Paid ads, with overnight delivery
Reported results: 8,000 impressions; 86 clicks; 68 conversions.
Calculated CTR: 1.08%.
Calculated click-to-conversion ratio: 79.1%.
Reported CPC: £2.77.
Reported cost per conversion: £3.51.
The source does not establish a like-for-like housing-sector benchmark or downstream sales result.
Landing Page Walkthrough
The landing page was intentionally:
- Short
- Direct
- Conversion-focused
- Mobile-friendlyMinimalist but effective
The form required:
- Name
- Surname
- Email
- Contact number
A conversion was counted when a visitor filled and submitted the full form.
The landing page’s simplicity played a major role in the 79% conversion rate.
Performance Breakdown
Impressions: 8,000
Across five days of overnight delivery.
Clicks: 86
Indicating strong relevance and targeting.
Click-Through Rate (CTR): 1.08%
Calculated from the reported 86 clicks and 8,000 impressions: 86 ÷ 8,000 × 100. This differs from the click-to-conversion ratio.
Conversions: 68
68 reported conversions from 86 clicks, a 79.1% click-to-conversion ratio. Conversion-action definition and lead quality require account verification.
Cost per Click: £2.77
Reported campaign CPC. Network, audience and conversion quality affect comparisons.
Cost per Conversion: £3.51
Reported cost per conversion. A source for the previously stated housing-sector benchmark was not supplied.
Why This Campaign Performed So Well
Highly targeted overnight scheduling
Running ads overnight aligned perfectly with when the target demographic was most active reducing cost and boosting conversions.
A landing page built for one action only
There were no distractions, long paragraphs, or unnecessary navigation.
Strong ad-audience alignment
Messaging and visuals resonated with those actively seeking housing solutions.
Efficient cost control & fast optimization
Pearl Lemon’s team monitored performance daily, aligned with Citygate Housing, and ensured the best-performing ad variant received priority delivery.
High-performing creative
The top creative generated nearly all conversions and showed extremely high user interest from the start.
Understanding the Benchmarks (CTR, CPC, CPL)
CTR – 1.08%
Reported clicks divided by reported impressions. No like-for-like housing-sector benchmark is supplied.
CPC - £2.77
Efficient cost considering the competitive UK property and housing market.
CPL - £3.51
A highly efficient cost per lead, outperforming standard property ads by a significant margin. This combination of high CTR, low CPC, and very low CPL is the hallmark of a top-performing campaign.
Next Steps for Scaling
Based on the strong 5-day performance, Pearl Lemon recommended:
- Increasing budget allocation to the winning creative
- Expanding into early-evening time blocks to capture more traffic
- Testing a second variation of the landing page to compare conversion rates
- Building lookalike audiences based on existing conversions
- Creating 2-3 micro-variations of the top-performing ad
Given the results, scaling potential is extremely high.
About Pearl Lemon
Pearl Lemon is a global growth agency helping brands scale:
- Lead generation
- Sales
- PPC & digital ads
- SEO
- PR
- Full-service marketing
With clients across 15+ industries, including housing, property management, finance, SaaS, and healthcare, Pearl Lemon delivers strategies that create real, measurable ROI.
Learn more: https://pearllemon.com
Work with our ads team: https://pearllemonleads.com
Browse more case studies: https://youtube.com/@deepakshukla
About the Campaign
The Citygate Housing account reports 8,000 impressions, 86 clicks and 68 conversions, with £2.77 CPC and £3.51 cost per conversion.
Results and measurement
86 ÷ 8,000 gives a 1.08% click-through rate. 68 ÷ 86 gives a 79.1% click-to-conversion ratio. The conversion action and lead-quality outcomes need campaign-account confirmation.
Source: Pearl Lemon’s published campaign account. The figures are reported results, not an independently audited dataset.
Measurement reference: Google Ads defines CTR as clicks divided by impressions. Click-through rate and landing-page conversion rate measure different stages.
Read the Piñata Property Manager Lead Generation: Meta Ads or explore all lead generation case studies.
How to interpret the housing advertising funnel
The reported totals imply a 1.08% click-through rate and a 79.1% click-to-conversion ratio. These calculations describe the recorded funnel; they cannot establish whether the conversion event represented a unique qualified housing lead.
Can £3.51 be used as a cost-per-customer benchmark?
No. It is the reported cost per tracked conversion. Customer acquisition cost requires verified conversions, qualification, closed customers and the full relevant campaign costs.
What makes this different from property-manager prospecting?
Housing enquiry advertising and outreach to property managers serve different audiences. Compare conversion definitions and buyer roles before using results from either campaign in a budget forecast.
Related evidence: Pearl Lemon Leads’ Woodpecker Cold Email Process Case Study. Compare all case studies.
