Selling luxury at scale
I led creative strategy for paid ad campaigns targeting top-performing real estate agents, particularly in the luxury space, where branding and marketing investment is high.
The Challenge
Our early ads struggled with unclear messaging that didn't resonate with the audience, visuals that felt off-brand or overly abstract, and a failure to establish product relevance early enough to hold attention.
Creative Process
Marketing provided briefs and base copy for each campaign; from there, the creative team developed all visual assets. I continually refined copy and visual direction (UI, color palette, stock imagery) to better align with audience insight and campaign concept, and optimized every ad for platform-specific formats across Meta and YouTube.
Strategic Approach
We built a full-funnel creative framework to guide messaging and visuals across the customer journey, and found ads performed best when they opened with a strong pain point and showed the product within the first six seconds.
Results
In January 2025, 22% of our ads showed the product within the first six seconds, versus just 2% in lower-performing months, and that month became the highest-performing in company history, generating $500K in paid ad revenue.
Our strongest creatives consistently balanced messaging across the full funnel, and that balance correlated directly with monthly deal volume. The shift to a full-funnel strategy led to a marked increase in both lead quality and lead volume.
Systems Design
We were testing a lot of new visual approaches, but the team didn't want to stray from our brand voice, especially having just gone through a rebrand, where staying recognizable across social channels mattered.
Example of ad campaigns exploring different visual approaches and applying our secondary / tertiary brand colours
I built out a templated system for our paid ads and social posts across Figma and Canva: a range of formats (square, vertical, horizontal), each with multiple layout options and text placeholders that stayed true to the rest of our work.
Designers could mix and match from a defined color library; we'd already mapped out which color pairings performed strongest in paid placements versus which didn't, so the team could move quickly and test freely without ever drifting off-brand. I also organized each ad grouping by its hook and positioning so that it was easy for our marketing team to organize and set up campaigns once visual assets were handed off.
