2026 guide

Obra nueva y residencial

Leads sin diez conjuntos de anuncios: una campaña amplia y valores de servidor honestos (CAPI).

Short answer

New builds need a long cycle: different weights for quiz, call, and meeting; a landing per project; five storylines instead of identical renders. One city campaign often beats dozens of micro ad sets. Benchmark $18–65 per lead.

Payback calculator Anillos olímpicos

Plain-language glossary

Meta ads: Advertising on Instagram and Facebook from one dashboard. The system shows your ad more often to people likely to take the action you care about.
Conversions API (CAPI): Server-side delivery of on-site or CRM events (purchase, lead, booking) to Meta. Complements the browser pixel and reduces missed conversions.
Advanced matching: Hashed email, phone, and similar signals so Meta can match clicks to downstream leads or sales more reliably.
Value rules: Weights for funnel steps—a call may count more than a click—so optimization chases what you actually value.
Andromeda (Meta): Shorthand for the modern Meta playbook: broad targeting, fewer micro-audiences, honest server signals, meaningfully different creatives.
“Glued” creatives: Similar videos or images may be treated as one ad, which often raises CPM. Different hooks and stories reduce that risk.
Broad targeting: Minimal manual interests: set geo and budget and let the model find demand from behavior.
CPM: Cost per thousand impressions—rises with fatigue or weak response.
MQL / SQL (B2B): Marketing-qualified vs sales-qualified stages so the ad account learns which leads truly matter.

Benchmarks to plan against

Unit economics & funnel signals

Planning ranges—not guarantees. Plug your numbers into the calculator below.

CAC

$18–$65

LTV

$12,000–$45,000

Payback

30–90 days

ROAS

N/A (lead gen)

Click

Quiz

Call

Deal

Bar height is a rough signal strength: higher means the action is easier for the model to treat as important.

1. Pre-launch checklist

Events, matching, creatives

Walk through with your team—you’ll save budget during learning.

✓Acquisition benchmark (CAC): $18–$65 — compare with your margin and average ticket; this is planning, not a guarantee.
✓Server events (Conversions API): lead (left contacts), scheduled an appointment, contacted (call or chat), submitted application. Send them from your site or CRM alongside the browser pixel so fewer conversions are lost.
✓Enhanced matching: send email, phone, first name, last name, city, region. More accurate hints mean Meta can more often tie a click to a real lead or purchase.
✓Different step weights (Value Rules): mark what matters—click, lead, or closed deal—so the model learns the right goal.
✓Creatives: at least five distinct “Olympic ring” ideas. Similar reels may be treated as one ad—CPM rises.

2. How campaigns work now (Meta Andromeda)

Practice without buzzwords

Purchases take weeks. Separate landing per development yes; separate ad set per entrance no.

For practitioners, one line: Advantage+ на лиды: один широкий набор на агломерацию, без микроадсетов по районам; отдельный лендинг на каждый ЖК с уникальным смыслом в заголовке.

3. Olympic rings—five creatives

Method + table for your niche

Similar ads are often treated as duplicates—CPM rises. Keep five distinct intents: three for cold audiences, two for people who already engaged. On mobile use the tabs below.

Meta Olympic rings

Five distinct intents so the platform doesn’t treat your ads as duplicates and inflate CPM. The first three target new people; the last two, people who already showed interest.

UGC — cold audienceAuthentic footage: real people, phone camera, no studio—reads native, not like a glossy ad.
Product demo — cold audienceShow the product doing its job—app UI, try-on, workflow—so the offer is obvious in the first seconds.
Testimonial — cold audienceTrust via someone else’s story: customer on camera, quote, mini case—no “100% for everyone”.
Offer focus — retarget engaged usersFor people who clicked or watched: discount, deadline, bonus—concrete reason to act now.
Features & benefits — after demo + testimonialWarm push: what’s included, guarantees, delivery, savings—answers objections in plain language.

Your offer (optional)

№	Angle	Format	Hook	Audience
1	Инфраструктура района	Reels с дрона	Карта метро и школ на 1 с	Семьи с детьми Storyboard Панорама района, подписи объектов. CTA: каталог планировок.
2	Ипотека и платёж	Статика-калькулятор	«от 38 900 ₽/мес»	Первичка и ипотека Storyboard Калькулятор с вводом взноса. Мелкий дисклеймер банка-партнёра.
3	Инвестиционная логика	Карусель	ROI и аренда в цифрах	Инвесторы Storyboard 3 слайда: доходность, срок окупаемости, риски.
4	Срок сдачи и escrow	Видео с объекта	Таймлапс стройки	Боятся застройщика Storyboard Ход строительства, escrow-схема текстом. Логотип ЖК.
5	Платёж, сроки, гарантии застройщика	Инфографика	Три опоры сделки в одном кадре	После квиза и видео с объекта Storyboard Ипотека, сдача, escrow — сноски мелко.

4. Enot Web tools

Calculator & Olympic rings

Model payback and draft five “Olympic ring” angles before you spend.

Open payback calculator Open ring builder

5. Frequently asked

Snippet-ready, optimization-honest answers

How many ad sets per development?

One broad campaign per city/region plus separate landings per project—yes. Ten micro ad sets per entrance—no.

Different values for quiz vs office visit?

Yes—weight quiz light, in-person tour heavy so the system knows whom to push.

Why does CPM rise on one render?

Identical 3D stills glue together. Add neighborhood video, builder quote, buyer checklist.

No CRM—can we still send events?

At minimum hashed phone/email from the site; deal id from CRM is ideal.

6. Practitioner note

Enot Web team

«Buying a flat takes weeks: one landing per project yes; one ad set per stairwell no.»
— Equipo de Enot Web, enotweb.com