Project Friday is a leading developer of modern, innovative disability accommodation across Australia, dedicated to creating high-end, NDIS-funded housing that prioritises dignity, independence, and architectural excellence.
The Challenge
Generate qualified, high-intent inquiries and lead forms for Specialist Disability Accommodation (SDA) homes across localised development sites (Altona, Springvale, Truganina) in an extremely niche healthcare/property sector with historically high acquisition costs.
Key Actions
Localised Location Targeting: Built location-specific Meta Lead Form funnels segmented by development site (Springvale, Truganina, Altona) to capture localised demand.
Creative Testing & Asset Production: Scripted, edited, and deployed B-roll video ads, voiceover content, and static feature carousels highlighting accessibility standards ("5 Star Accessibility", "75% of residents...").
Optimisation & CPL Reduction: Rapidly iterated creative variations to drive down Cost Per Lead (CPL) while maintaining strict lead quality for property development liaisons.
The Impact
375 Qualified SDA Leads Generated: Secured 197 leads for Altona ($29.78 CPL), 102 leads for Springvale ($39.00 CPL), and 76 leads for Truganina.
80.7% Immediate Reduction in CPL: Optimisation testing reduced campaign CPL from $71.54 down to $13.79 per lead—saving $57.75 per lead overnight.
Hyper-Efficient Engagement: Achieved click-through rates (CTR) up to 3.84% and lowered Cost Per Click (CPC) as low as $0.63.
