Case Study

Affordable Housing Policy: Social Justice Campaign

The Values-Driven Strategy That Mobilized 132 High-Intent Advocates for Housing Justice

Our Services

• Meta Ads & Campaign Management • Lead Funnel Strategy • Instant Form Optimization

• Advocacy-Focused Creative Direction

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Performance Recap

Our mission: Help a local housing advocacy organization mobilize public support for rent relief, permanent housing, and racial equity by building a qualified database of supporters. Rather than chasing low-cost leads, we focused on quality and conviction—ensuring every contact was fully aligned with the movement’s values.

132

Leads

$7,372

Total Ad Spend

$55.84

Cost Per Lead

🎯 132 Mission-Aligned Supporters

Each lead was filtered through powerful value statements, ensuring alignment with housing justice principles.

🎯 $55.84 CPL in a High-Intent Advocacy Funnel

While the CPL was higher, each contact was engaged, informed, and ready to take action.

🎯 Localized Reach in Key Communities

We prioritized zip codes most affected by housing injustice, ensuring relevance and resonance.

🎯 Values-Driven Engagement

Leads were collected through a unique process that required interaction with policy-aligned statements—filtering out passive clicks and building a stronger foundation for action.

Challenges

Before launching this, the campaign faced several obstacles:

  • No clear lead funnel to support advocacy goals.

  • Low-quality engagement from past efforts.

  • No digital strategy to filter for aligned supporters.

  • Lack of message clarity for sensitive issues like rent relief and racial equity.

Our Strategic Approach

We deployed a “done-for-you” Meta Ads system engineered for emotional resonance and policy alignment:

✅ Message Development

Crafted values-driven copy around housing as a human right and the urgent need for rent relief and racial equity.

✅ Creative Execution

Used a single, high-conviction creative built for emotional connection and policy clarity.

✅ Lead Form Optimization

Custom Instant Form with two core value statements that users had to read before submitting—filtering for strong intent.

✅ Geo-Targeting

Focused reach within neighborhoods facing housing injustice to ensure campaign authenticity.

✅ Audience Segmentation

Built for renters, advocates, and policy-minded residents with specific interest signals.

Quick Overview of the done-for-you solution Tectanic provides

Results

  • 132 High-Intent Leads Captured

  • $7,372 Spent Efficiently for Maximum Policy Impact

  • $55.84 CPL for Fully Informed, Aligned Contacts

  • 122K+ Impressions & 2.10% CTR in highly targeted neighborhoods

  • 32.8K Reached with campaign messaging on housing justice

This campaign didn’t aim for mass quantity—it was built for quality, creating a strong network of advocates to support future legislative efforts and grassroots organizing.

Why Choose Us?

As a certified badged Google Partner with over 10+ years of experience, our team of Google-certified digital marketing experts brings a unique blend of experience and knowledge to the table. This Google Partner certification grants us priority access to support, allowing us to tackle complex issues swiftly and deliver exceptional results for our clients.

We have:

💰 Managed over $21 Million in ad spend.

📈 Served hundreds of clients.

🥇 Recognized as a "Top Rated Plus" freelancer on Upwork.

⭐ Proudly recognized as a Badged Google Partner.

🤹 10+ years of experience managing Ads on Facebook, Instagram, Google, YouTube and more.

Ready to Elevate Your Next Campaign?

Want to achieve similar results for your project? Schedule a 100% free, no-obligation consultation with our team today. We'll demonstrate how our proven strategies can boost your leads, reservations, and overall campaign success. Click the link below to book your consultation.

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