The Snapshot
Innova Paraguay is a real estate development company focused on apartment projects and investment opportunities in Asunción. The company needed a scalable paid media system to attract potential buyers and investors for its real estate projects.
MC Media Group developed a lead generation strategy focused mainly on Meta Lead Gen Forms, supported by Google PMAX as an additional demand-capture channel.
The campaign was designed to reduce friction, capture interested prospects directly inside Facebook and Instagram, and move them into Innova’s sales process for follow-up and meeting scheduling.
Goals
The campaign was built around three main objectives:
- Generate potential clients for Innova’s real estate projects
The main goal was to attract people interested in buying or investing in apartments in Paraguay. - Increase the number of qualified conversations
The campaign needed to go beyond form submissions and help the sales team book more meetings with real prospects. - Identify the strongest international markets
Innova wanted to understand which countries could generate the strongest lead volume and meeting potential.
Services provided
Meta Ads
Lead Generation
Google Ads
The challenge
Real estate advertising requires more than cheap leads. A successful campaign needs to generate people who are interested enough to speak with the sales team, evaluate a project, and potentially move forward in the buying process.
For Innova, the challenge was to create a paid media system that could:
- Generate consistent lead volume
- Keep acquisition costs efficient
- Attract international real estate investors
- Increase the rate of recorded meetings
- Support the sales team with a steady pipeline of prospects
The strategy
MC Media focused on a low-friction lead generation system using Meta Lead Gen Forms.
Instead of sending every user to a landing page, Meta Lead Forms allowed prospects to submit their information directly inside the platform. This helped reduce drop-off and made it easier to generate leads at scale.
The campaign strategy included:
- Investment-focused messaging
- Country-based audience segmentation
- Real estate project promotion
- Native lead forms to reduce friction
- CRM tracking to measure lead flow
- Meeting tracking to connect media performance with sales outcomes
- PMAX support to capture additional real estate demand
Campaign Execution
Meta Lead Gen Forms: The Main Performance Engine
This format worked especially well for Innova because users could express interest without leaving Facebook or Instagram. For a real estate developer, this is valuable because potential buyers often need to request more information before making a decision.
Meta Lead Gen Forms were the core channel of the campaign.
The campaign generated:
- 210 Meta Lead Form submissions
- 280 CRM-tracked leads
- 13 recorded meetings
- $4.29 average cost per CRM lead
- 6.2% meeting rate from Meta leads
Meta became the main source of scalable lead generation and helped Innova create a consistent pipeline of prospects for its sales team.
Google PMAX: Supporting Intent Capture
Google PMAX was used as a complementary channel to support the broader acquisition strategy.
While Meta Lead Gen Forms drove the main lead volume, PMAX helped expand visibility across Google’s ecosystem and reach users showing interest in real estate, investment, or property-related topics.
PMAX worked as a support layer for:
- Additional brand visibility
- Real estate investment demand
- Retargeting opportunities
- High-intent discovery moments
- Complementing Meta’s lead generation flow
Together, Meta and PMAX created a broader acquisition system: Meta generated scalable leads, while PMAX supported demand capture and visibility.
The Results
280 CRM Leads Generated
The campaign generated 280 CRM-tracked leads, giving Innova a strong pipeline of potential clients interested in its real estate projects.
210 Meta Lead Form Submissions
Meta Lead Gen Forms generated 210 platform-reported leads, becoming the main acquisition engine of the campaign.
54 Recorded Meetings
The campaign helped increase the rate of recorded meetings, producing 54 documented meetings with potential clients.
This represented a 19% meeting rate from CRM leads and a 25% meeting rate from Meta-reported leads, showing that the campaign was not only generating volume but also creating real sales opportunities.
$1,202 Total Tracked Media Investment
The total media investment was approximately $1,202 per month
$4.29 Average Cost per CRM Lead
With 280 CRM leads generated from approximately $1,202 in media spend, the campaign achieved an estimated $4.29 cost per CRM lead.
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