Love at First Visit: performance that scales real estate on a marketplace.
How we optimized Mercado Libre Inmuebles campaigns in Mexico inside MercadoAds — cutting cost per lead by 81% and more than tripling clicks in just two weeks.
Selling a home is nothing like selling a product.
Mercado Libre, Latin America's largest marketplace, needed to scale its high-value real estate category. The problem: display campaigns were underperforming platform averages, because buying a property works nothing like typical e-commerce — it involves long decision cycles, major investments, and complex buyer journeys.
Click-through rates were depressed, cost per click stayed high, and cost per lead made profitable scaling difficult.
Performance optimization meets generative-AI creative.
We paired rigorous campaign optimization with generative-AI creativity to break away from the generic conventions of the category — and give every region its own reason to click.
Regional Segmentation
We split the account into 9 regional markets across Mexico, tailoring messaging and budgets to local demand instead of running one national campaign.
Continuous Optimization
Daily bid and budget adjustments concentrated spend on the regions, placements, and creatives that were actually generating qualified leads.
AI-Generated Creative
Using Google's “Nano Banana” image model, we iterated on dozens of scroll-stopping visuals in a fraction of the usual production time.
Full Build & Management
End-to-end campaign implementation and hands-on management inside MercadoAds — from structure and feeds to reporting and iteration.
Lead growth across every market.
Ten AI-generated concepts that made real estate scroll-stopping.
Each concept turns a familiar marketplace promise into a witty real-estate hook. (Original creative produced for the Mexican market — shown in Spanish.)
“The MELI account was a real challenge given the platform’s unique dynamics and the complexity of high-value properties. Ideas that felt risky at first are now translating into very positive results.”
Need your category to stand out in a crowded marketplace?
Let's build performance campaigns — and creative — that move the metrics that matter.