Property finance enquiries for under £10 each
How Step Social generated 65 property finance enquiries in 30 days from £600 of ad spend.
Specialist finance, whole of market
River Finance is an FCA-registered mortgage broker that arranges whole of market property finance for landlords and investors across England, from buy to let and supported living mortgages to auction and bridging finance.
Owner Rebecca Camilleri came to us wanting a steady flow of new enquiries from property investors and portfolio landlords, alongside building up her social media presence from scratch.
A crowded market, a specialist audience
Mortgage advertising on Meta is fiercely competitive. Broad buy to let ads would put a small business up against national brokers for the same clicks, on a budget of around £20 a day.
The people River Finance wanted were also niche: landlords letting to supported living providers, and investors buying at auction on a tight 28-day deadline. On top of that, every ad needed the right FCA risk warnings and sign-off from Rebecca's compliance team before it could run.
Two sharp offers instead of one broad one
On the Growth plan, we ran two specialist offers side by side, each with its own audience, lead form and three ads.
Narrow the focus
Rather than chase generic buy to let searches, we picked the two most specific services from Rebecca's brief: supported living mortgages, and auction and bridging finance.
Test three angles each
Each offer got three ads with the same copy and different headlines and images, so we could see exactly which message landed hardest, then back the winner.
Make leads easy to act on
Two lead forms with qualifying questions, an email alert for every lead and a live lead sheet, so Rebecca could pick up the phone within minutes.
The ad creatives
Two offers, three angles each. Same copy within each offer, different headlines and images. Tap any ad to see it full size.
Supported living mortgages
Existing landlords thinking of letting to supported living providers
Auction and bridging finance
Property investors buying at auction or funding a refurbishment
All three auction ads brought in enquiries at under £13 each.
Why we did it this way
Every decision was about reaching the right people for the least spend.
Specific beats broad
Narrow, specialist offers cost less per click and reach people with a genuine need, instead of bidding against national brokers for generic buy to let traffic.
Same copy, different visuals
Keeping the wording identical within each offer means any difference in results is down to the headline and image alone, so we know exactly what to scale.
Qualifying questions built in
Both lead forms asked for a deposit band alongside name, phone and email, so Rebecca could see at a glance who to call first.
Compliance-ready from day one
Every ad carried the right FCA risk warning and was signed off by Rebecca's compliance team before launch, with no delay to go-live.
Every lead lands on its own
Each enquiry triggered its own email alert, named with the lead and the offer, and dropped straight into a live lead sheet with a tab per offer.
Check-ins, not guesswork
A 7-day check-in and a full 30-day readout showed which offer and which ad were winning, so the budget could follow the results.
The ad copy
One primary text per offer, run unchanged across all three of its ads, with the FCA risk warning included.
Thinking of letting a property to a supported living provider?
Most standard buy to let mortgages will not allow it.
We arrange the finance that does, before you sign the lease.
- Supported living mortgages
- Lease terms lenders accept
- Portfolio and company structures
- Whole of market, not one lender
We are property finance specialists working with landlords across England.
Tap "Learn more" and we will call you back to talk through your options.
Buying at auction? Don't bid until you know how you're funding it.
You usually get 28 days to complete.
We arrange auction and bridging finance to that deadline, so a missed completion does not cost you your deposit.
- Auction and bridging finance
- Indicative terms before you bid
- Unmortgageable property funded
- Whole of market, not one lender
We are property finance specialists working with investors across England.
Tap "Learn more" and we will call you back before the next lot.
The results
The first 30 days of the campaign, straight from River Finance's Meta ad account.
Ad spend is paid directly to Meta and is separate from the Step Social monthly fee. 6,730 people reached, 15,892 impressions, 3.1% click-through rate.
"I think we did fantastic... I've had a lot of meaningful discussions and they're getting to know me."
"Thank you very much for your efficiency. Very excited to have the ads go live and confident they'll be a success."
"I've already spoken with some prospects so all good on that front, thank you."
"They have already started to come through individually and that's a lot better for me to see... all wheels are starting to turn."
In summary
- Two specialist offers, run side by side on the Growth plan, brought in 65 enquiries in 30 days from around £600 of ad spend.
- The supported living offer led the way at £7.88 per enquiry, with one ad bringing in the majority of its leads.
- Every auction and bridging ad delivered enquiries at under £13 each, in one of the most competitive categories on Meta.
- Compliance-approved copy, qualifying lead forms and instant lead alerts meant Rebecca was speaking to prospects within a day of launch.
Results vary by industry, offer, location and budget. The figures above are from this specific campaign and are not typical or guaranteed. Lead volume and cost per enquiry are shown; conversion into sales depends on each business's own follow-up.
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Frequently asked questions
The questions people usually ask after reading a case study.
Yes. River Finance is a real Step Social client, and every figure on this page comes straight from their own Meta ad account, covering the first 30 days the ads were live. The ads and copy shown are the exact ones that ran.
It depends on your industry, offer, location, budget and how quickly you follow up, so rather than promising a fixed number of leads, we focus on generating consistent, cost-effective enquiries and improving performance over time. Meta ads amplify what is already working: they can speed up growth, but they cannot fix an unproven offer or slow follow-up.
Yes. You approve every ad before it goes live, so you or your compliance team can sign it off first, and we include any risk warnings or disclosures you need in the ad copy, exactly as River Finance did.
An offer is one thing you want to promote, delivered as three ads that test different angles on the same message, for example the problem it solves, the result it gets and a common concern. We put your budget behind the one that works best. A genuinely different service or promotion is a separate offer. That is why the plans scale by offer.
All plans include full setup, management and optimisation. The difference is how many offers we run each month: Starter runs one offer, Growth two, and Scale three, each with its own set of three ads. River Finance was on Growth, running two offers side by side.
We suggest a set daily amount per offer, paid directly to Meta rather than to us, so the more offers on your plan, the higher the suggested budget. The suggested figure for each plan is on our Meta Lead Ads page, along with a calculator that shows how many customers the ads need to bring in to cover their cost. You stay in full control of your budget and can change it at any time.
Yes. Ads are approved before launch, because they spend your ad budget. You receive your ads in a Google Sheet, where you can review each one, approve them or request changes. The sooner they are approved, the sooner your campaign goes live.
Every new lead appears instantly in your Meta Leads Center. We also set up email notifications and a live Google Sheet for easy tracking and follow-up. Prefer instant text alerts? Add our Text Notifications add-on.
You do. We generate the enquiries, and responding quickly, ideally within a few minutes, has a big impact on how many turn into customers.
We use proven targeting and ad strategies to bring in good-quality enquiries, and qualifying questions on the lead form help you prioritise. Quality can still vary with your offer, your pricing and your follow-up, so we keep improving it through testing, and your feedback on each month's leads feeds straight into the next batch.
Your ads run for 30 days at a time. At the end of every 30 days of your ads being live, we review the results, create a fresh batch of ads and make any changes. Anything still performing well keeps running alongside the new ones, and anything showing signs of fatigue is paused.
No contract. Meta Lead Ads runs month to month, and you can upgrade, downgrade or cancel through your client portal with 14 days notice before renewal, because we plan campaigns in advance. It is billed monthly only.
No. The 14-day money-back guarantee does not apply to Meta Lead Ads, its add-ons or ad spend. There is no long contract though, so nothing locks you in: you can cancel with 14 days notice before renewal.
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