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Case study · Paid media · Rail travel and property
Two Meta campaigns for very different clients, a regional rail-travel campaign and a property campaign, with the same aim: put the right people in front of the offer for as little as possible.
The numbers
25,000+
Rail travel: visits to the campaign page from Meta Ads
~12p
Rail travel: cost per visit
~2.5p
Property: cost per click
Figures from Meta Ads Manager, October 2025 to September 2026. Clients anonymised.
Both clients had a clear offer and a fixed budget. The question was not whether paid social could reach people, but how many of the right people each pound could reach.
Creative built to each placement's safe zone so nothing important was cropped, audiences kept tight, and tracking checked before spend went up. Then a weekly look at what was working, and the budget moved towards it.
The rail-travel campaign brought more than 25,000 visits to its page at around 12p each. The property campaign bought clicks at around 2.5p each. In both cases the budget reached far more people than it would have at typical rates.
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