A Just Sold social-proof campaign run through LPC's own Ads Manager. Here's how it delivered across the two-week window, what the creative told us, and where we take the next one.
The job for a Just Sold campaign isn't clicks. It's making sure the people who live near 23 Arrowsmith see that LPC sold it, and sold it well. On that measure, this one did exactly what we wanted: strong local reach, the right kind of attention, and a result worth talking about.
A Just Sold campaign is measured on local visibility and social proof, not lead volume. Reaching 8,005 nearby people with a genuine $1.05M result, for under a hundred dollars, is precisely the appraisal nudge this campaign type exists to create. Every one of those impressions also feeds LPC's retargeting pool for future Buyer Match work.
Two ads ran inside one ad set: a branded static graphic and a property walkthrough video. Here's how the campaign performed overall, measured against our Just Sold benchmarks.
| Metric | Result | Benchmark | Read |
|---|---|---|---|
| People reached | 8,005 | Local social-proof zone | On target |
| Impressions | 12,068 | – | No benchmark |
| 3-second video plays | 6,189 | – | Strong |
| Link clicks | 51 | – | No benchmark |
| Cost per click (blended) | $1.87 | $0.50 – $1.50 | Slightly over |
| Social actions (reactions, comments, shares, saves) | 13 | – | No benchmark |
| Cost per lead | N/A | N/A for Just Sold | Not applicable |
Meta reports a "page engagement" figure of 6,257 for this campaign, but 6,189 of that is 3-second video plays. We've kept video plays separate from genuine social actions (reactions, comments, shares and saves) so the read stays trusted. Counting video plays as engagement would inflate the rate well past anything meaningful.
Blended cost per click came in at $1.87, just above the $0.50 to $1.50 Just Sold benchmark. That's driven almost entirely by the video, which carried the reach but ran a higher click cost. For a social-proof campaign this matters less than it would for a lead campaign, since clicks aren't the goal here. We'll test a punchier first-three-seconds hook on the next video to see if we can pull the click cost back without losing the reach.
The static graphic and the video split the work cleanly. The graphic was cheap and efficient on clicks; the video carried almost all of the reach and visibility. Here are both ads as they ran in feed, with the numbers underneath each.
The video did the heavy lifting on reach, getting in front of 7,795 people and driving 6,189 plays, which is exactly what you want from a Just Sold social-proof piece. The graphic was remarkably efficient on clicks at 17 cents each, but barely registered on delivery. For the next campaign we'll let the video keep leading on reach while giving the static graphic a little more room to carry the click-side work.
Just Sold campaigns run the tightest geography of all three LPC campaign types. The job is reaching people who'd recognise the street, the suburb, or the result, the homeowners most likely to think about their own appraisal.
The standard Ormeau and Ormeau Hills social-proof zone. Postcode targeting keeps the audience close to the sold property, where recognition is highest.
Run under Meta's Housing rules, so no interest targeting. The geography, copy and creative do the audience selection.
Every person reached and every video play builds LPC's engagement audience for future Buyer Match and retargeting work.
Reach of 8,005 against 12,068 impressions gives a frequency of roughly 1.5, comfortably under the 3.5 saturation ceiling we work to. The audience had plenty of headroom across the two weeks, so there was no need to widen the geo or cut the run short.
Every campaign should teach us one thing that changes the next one. Here's the read on 23 Arrowsmith, and the plan from here.