Scaling Qualified Hiring Leads for an Athens Property Management Company

• Generating high-quality hiring leads within a limited daily budget
• A large share of applications came from outside Athens (Thessaloniki, Crete, other islands)
• Attracting the right audience for specialized roles such as Painter and Service Coordinator
• Balancing lead quality and lead volume while maintaining a cost-effective CPL
• Finding effective targeting for expats and English-speaking candidates on Meta

• Generate high-quality leads for the hiring campaigns at a low, sustainable cost per lead
• Optimize campaigns to attract qualified applicants based in Athens
• Increase the overall quantity of qualified leads and improve ad engagement/CTR
• Build a consistent pipeline of candidates through Meta lead generation campaigns

• Campaign strategy — separate Meta Lead Generation campaigns per hiring position, for role-specific messaging
• Audience research & targeting — segments built on location, language, expat profiles, and job-related interests
• Creative strategy — static creatives with clear job information, strong CTAs, minimal design
• Ad copy optimization — concise copy communicating responsibilities, eligibility, and location to cut irrelevant applications
• Lead form optimization — Meta Instant Forms with qualification questions (English proficiency, location, experience, CV upload) to filter unqualified leads before submission
• Location optimization — targeting refined repeatedly toward Athens specifically to reduce out-of-city applications

Campaigns were split by role (e.g. Painter & Service Coordinator, Experienced Cleaner) and monitored daily, with audience, creative, and lead-form adjustments driven by cost-per-lead, CTR, and lead quality. Across roughly ten months and three reporting checkpoints, the top-performing campaigns' cost per lead fell sharply as targeting and qualification questions were refined:

• Initial phase (first ~4 months): top campaigns cost roughly €35.75–€63.87 per lead
• After 3 more months of optimization: top campaigns fell to roughly €0.69–€3.24 per Lead (Form)
• After a further 3 months (~7 months total): top campaigns reached as low as €0.37–€1.29 per lead, with volume scaling to 587 leads on the best-performing campaign

These figures come from the account's top-performing campaigns in each snapshot rather than one continuously-run campaign, since the account ran many parallel role-specific campaigns throughout.

• Cost per lead on the account's best campaigns fell from the €35–€64 range to well under €1.30 as targeting, creative, and Instant Form qualification questions were refined
• Lead volume on the top campaign scaled from 33 to 587 across the same window
• Reach on the top campaign grew alongside efficiency, with total account reach into six figures across all campaigns
• Qualification questions (English proficiency, location, experience, CV upload) reduced irrelevant out-of-Athens applications reaching the client