SEO + Content Case Study

Testing Ad Creative Boosts CTR for South Loop Condo Ads

DTC tested different image styles for a South Loop condo ad campaign, swapping out focused shots for ones with a more open, inviting feel. The result was an 8.76% increase in CTR and a more consistent, higher engagement rate.

8.76%
increase in CTR
11%
increase in landing page views MoM
14.6%
increase in impressions

The Client

The Reed is a real estate development company that sells condos in the Chicago downtown area of South Loop.

The Objective

The goal was to increase engagement on Meta ads and improve lead conversions by testing which images generated the most interest and interaction from prospective buyers.

Ad Creative Testing

The problem
The client wanted to identify which images performed best for engagement so that future image refreshes could focus on the best-performing visuals. Previously, some images were outperforming others by a small margin, but there was no consistency in the data.
The solution
We tested images with a wider, more “open” feel compared to previous images that focused on specific areas of the condo. The goal was to create a more inviting, expansive impression that would resonate better with the target audience. We tested this with two top-performing ad groups, and swapped out the images while keeping everything else consistent.
Why it matters
Testing different image styles was crucial to uncovering what resonated with prospective buyers and keeping them engaged. It’s important to create ads that stand out in users’ feeds and spark interest, leading them to click through and learn more about the properties. This approach gave us the data we needed to refine future ad creatives and ultimately deliver stronger results.

We saw an 8.76% increase in click-through rates after we switched to images with a more open feel. The visual change made the ads more inviting, leading to higher engagement.

We also saw an 11% increase in landing page views month over month, showing how the new images captured more attention and led to more clicks.

This impressions graph reflects a steady rise in ad visibility, highlighting the importance of testing ad creative to increase reach without adjusting targeting or budget.

Results

By testing images that gave a more “open” feel, we saw a significant improvement in engagement. The click-through rate (CTR) rose consistently, averaging over 3%, compared to previous fluctuations between 1.9% and 3%. This placed the campaign well above the real estate industry average of 0.99% for Meta ads. Over the course of the month, we also saw an 11% increase in landing page views and an 8.76% improvement in CTR, confirming that the new image approach was driving stronger engagement with prospective buyers.

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