CBC Property Case Study: B2B Lead Generation with Meta Ads — 225 Leads at $1.11

CBC Property — a B2B office real estate agency in Tashkent — came to Spilno Agency with an unstable lead flow, narrow targeting and a cost per lead that had climbed to $3. We fully rebuilt the Meta Ads approach: broadened audiences, introduced lookalikes and retargeting, and rebuilt the campaign structure. The result over 21.04–26.05 — 225 targeted B2B leads, an average cost per lead of $1.11, and a $249.65 budget. In this case study I walk through how we stabilised CPL and built a system ready to scale.

About the client

CBC Property is a B2B office real estate agency in Tashkent. The company helps businesses find relevant office solutions with no commission for the tenant, acting not as a classic broker but as a consulting partner. Before the new strategy launched, the client struggled with an unstable lead flow and limited room to scale advertising.

The problem the client came with

At the start of the partnership, the ad system had a number of critical limitations:

• ads ran only to a narrow audience — CEOs and founders within a 6 km radius;
• rapid audience burnout and rising cost per lead (CPL reached $3);
• no systematic scaling;
• low brand awareness in the Tashkent market;
• the company was perceived as «just another broker» rather than a consulting agency.

The ad account also lacked basic building blocks — retargeting and lookalike audiences. As a result, the system had no way for the algorithm to learn or to grow steadily.

The client’s request

The core goal was to build a stable B2B lead generation system for CBC Property with room to scale. Key expectations:

1. a steady lead flow at an acceptable cost;
2. the ability to scale without a sharp rise in CPL;
3. higher lead quality;
4. a systematic marketing funnel for the B2B segment.

Our strategy

After auditing the ad account, it became clear that the core problem was overly narrow targeting, which led to fast audience burnout and a loss of efficiency. We fully rebuilt the advertising approach.

Key strategy changes

• dropping narrow CEO/founder targeting as the only segment;
• broadening audiences and testing new segments;
• building a systematic campaign structure instead of one-off launches;
• creating a foundation for scaling through lookalike audiences;
• focusing on clear messaging in the creatives.

What we did

After a deep analysis of the ad system, the work split into four streams.

1. Ad account audit

• analysis of campaigns over 3 months;
• assessment of structure, creatives, audiences and placements;
• identifying the causes of rising CPA and audience burnout.

2. Working with audiences

• identified the problem of overloading a single segment;
• built a new segmentation structure;
• introduced lookalike audiences:
  • LAL 1–3% based on users who completed the quiz;
  • LAL 1–3% based on those who watched 95% of the video.

Lookalike audiences became the foundation for scaling: they gave the algorithm the room to learn that was sorely missing under narrow CEO/founder targeting.

3. Optimising campaign structure

• rebuilt campaign logic around different interaction stages;
• improved budget distribution across segments;
• optimised general account settings.

4. Creative strategy

• the creatives remained effective, so they were scaled without changing the concept;
• ran additional format tests — video vs static ads.

Comment from a Spilno Agency specialist

“This case is one more confirmation that in advertising — and especially for a B2B audience — stable results depend directly on the right advertising strategy. We weren’t looking for quick fixes; we rebuilt the ad system so that it works stably not only today, but is also ready for further scaling.”

Kateryna SavchukInternet Marketer, Spilno AgencyAuthor profileLinkedIn

Results

After rolling out the new ad system structure, we stabilised the metrics and recovered efficiency after the audience burnout period. Here are the final figures for the 21.04 – 26.05 period:

On lead quality and ROI

It’s important to understand: not all leads are equally qualified — and that’s normal. Our main task is to sell the premises and attract clients at a cost per lead that pays off. In this case the goal was broadly achieved: a $1.11 CPL keeps the funnel profitable even after filtering out lower-quality enquiries. That’s exactly why we track both all leads and qualified leads — it gives a more accurate picture of the real return on ad spend.

Key improvements

• Stabilised CPL after it had risen to $3 in previous campaigns — down to $1.11.
• Increased the number of applications without raising the budget.
• Broadened audiences and reduced dependence on the narrow CEO/founder segment.
• Built a more resilient campaign structure aligned with funnel stages.
• Created a foundation for scaling B2B lead generation into new segments.

Conclusion

In the end, we didn’t just optimise the ads — we rebuilt the approach to lead generation in the B2B office real estate segment. The system became more stable, more manageable and ready to scale into new markets and audiences.

If your B2B business is dealing with audience burnout and an unstable lead flow — get in touch, and we’ll review your ad account and propose a plan to rebuild your funnel.

Team behind the project

Kateryna Savchuk

Internet Marketer (IM), Spilno Agency

 LinkedIn

Yevheniia Chepenko

Project Manager (PM), Spilno Agency