AIIMS GROUP × 5 STAR GRANNY FLATSSYDNEY / PERFORMANCE CASE STUDY / 2026
AIIMS Group Case Study · Meta Ads + Website CRO
281 LEADS.
23 DAYS.
ONE NEW STANDARD.
A cinematic look at the website, creative and Meta lead engine behind a 290% increase in platform-reported enquiries for a Sydney builder.
5 Star Granny FlatsSydney, AustraliaMeta Ads · CRO · CreativeAugust vs September 2026
281Meta leadsUp from 72 in August
+290%Lead volumeLike-for-like 23-day windows
−52%Cost per lead$31.11 to $14.83
+157%Campaign clicks1,570 to 4,033
TL;DR
5 Star Granny Flats recorded 281 Meta leads in the first 23 days of September, compared with 72 over the same dates in August. The account spent 86% more, while reported cost per lead fell 52%.
The Client
Granny flats designed for Sydney homeowners.
5 Star Granny Flats builds and markets a range of granny flat designs to homeowners across Greater Sydney. Its website has to do more than show attractive models: it needs to answer questions and make the next step clear to people comparing layouts, budgets and builders.
- Client
- 5 Star Granny Flats
- Sector
- Residential building and granny flats
- Market
- Greater Sydney
- Website
- 5stargrannyflats.com.au
The Challenge
Turn homeowner interest into enquiries.
Meta campaigns were reaching potential customers, but the broader journey from ad to enquiry needed attention. The site needed clearer conversion paths and faster access to answers, while the paid program had to serve people at different stages of consideration.
AIIMS combined a website rebuild with lead capture improvements and a campaign structure spanning prospecting, retargeting and supporting traffic. The September comparison measures the account’s combined outcome; it cannot attribute the change to one component alone.
The AIIMS Approach
One journey from discovery to enquiry.
01 · Website
Make the next step obvious.
A Next.js rebuild sharpened the paths to a quote request, improved site speed and made key calls to action easier to find.
02 · Lead Capture
Help visitors while interest is high.
The on-site Stella assistant provides answers and a route into the enquiry flow.
03 · Paid Social
Work across the funnel.
Top-of-funnel lead generation, mid-funnel retargeting and traffic campaigns served different stages of the Sydney homeowner journey.
04 · Content
Show the offer clearly.
Graphic and video creative supported paid campaigns and the brand’s ongoing social presence. SEO and email supported the wider program.
The Results
More leads at a lower reported cost.
The first 23 days of September produced 281 Meta leads at $14.83 each. The equivalent August window produced 72 leads at $31.11 each. Spend rose from $2,239.91 to $4,166.52.
| Meta account metric | Aug 1–23 | Sep 1–23 | Change |
|---|---|---|---|
| Leads | 72 | 281 | +290.3% |
| Spend | $2,239.91 | $4,166.52 | +86.0% |
| Cost per lead | $31.11 | $14.83 | −52.4% |
| Reach | 28,123 | 62,916 | +123.7% |
| Impressions | 61,450 | 129,960 | +111.5% |
| Clicks | 1,570 | 4,033 | +156.9% |
| CTR | 2.55% | 3.10% | +21.6% |
| CPC | $1.43 | $1.03 | −27.9% |
| Video views | 6,419 | 29,723 | +363.0% |
Reporting note: Figures are from the supplied Meta Ads account comparison for 1–23 August and 1–23 September 2026. Leads are platform reported, with no qualification or sales outcome established here. This before-and-after comparison does not isolate the effect of the website from spend, audience, creative or other changes.
Campaign Breakdown
The lead engine in detail.
Top of funnel · Sydney wide
258 leads at $11.90 CPL
$3,070.83 spend. This campaign accounted for 91.8% of reported September leads.
Mid funnel · Sydney wide
23 leads at $28.67 CPL
$659.34 spend, focused on warmer audiences.
Supporting traffic
848 clicks
Profile visit and website traffic campaigns combined for $436.35 spend and 364 landing page views.
Total account
281 reported leads
The lead generation campaigns account for the reported total. Traffic activity supported awareness and site visits.
The Client’s Product
The homes behind the headlines.
A selection of 5 Star Granny Flats model renders. These client supplied illustrations show the product range; they are not photographs of completed projects or proof of specific campaign placements.
Client brand footage supplied for this case study.
The Team
Performance with people behind it.
Jason Farag
Performance Manager · AIIMS Group
Supporting team: Ronda Chouman (SEM), Tun Tun Tauk (SEO) and Julie-Nicole Vourliotis (Social Organic).
Make every channel earn its place.
Connect the website, creative and media journey around a clearer path to growth.
Talk to AIIMS Group
