h e y h i h e l l o

Proving TikTok’s Performance Power in Property Marketing

Quick jumps.

The Challenge The Solution The Results

Cala Homes, a UK homebuilder, operates in one of the most competitive and considered purchase categories there is. Buying a home.

Capabilities:
  • Social
Sector:
  • Property

CPA of £40-50
against a benchmark of £100

Strong
lower-funnel performance

delivering consistent form submissions at scale

The Challenge.

With a benchmark CPA of £100 across other paid media platforms, the pressure was on to drive more efficient lead volumes while maintaining scale. At the same time, Cala needed to cut through with incentive-led messaging (mortgage contributions, part exchange, stamp duty support) across different regions, without increasing operational complexity.

This was also a category challenge: property has historically lagged in adopting full-funnel, automated social strategies. Cala needed a smarter way to reach high-intent buyers earlier, while still delivering measurable lower-funnel performance.

The Solution.

We deployed TikTok’s Smart+ to transform how Cala approached performance marketing, automating audience targeting, creative delivery, and budget allocation in one streamlined system. By consolidating the campaign structure, we accelerated learning and enabled the algorithm to dynamically identify high-intent property seekers.

After an initial learning period we optimised toward lower-funnel conversions (form submissions), proving TikTok’s ability to drive performance beyond awareness.

The strategy was built on three clear pillars…

  1. Incentive-led creative – each asset focused on a single, compelling financial benefit
  2. Geo-personalisation – tailored messaging for English and Scottish regions and developments
  3. Automation at scale – leveraging Smart+ to manage complexity across multiple offers and regions

This allowed Cala to scale efficiently while reducing manual intervention, unlocking smarter, faster growth.

The Results.

The impact was immediate and decisive. TikTok didn’t just compete, it outperformed. By leaning into Smart+ automation and lower-funnel optimisation, Cala achieved consistent, scalable lead generation at a significantly lower cost, unlocking a new performance channel within their mix.

Crucially, this proved that even in a complex, high-consideration category like property, TikTok can drive real business outcomes, not just attention:

Strong lower-funnel performance delivering consistent form submissions at scale

Scalable across multiple incentives & regions

Demonstrated Smart+ capability within complex, high-value conversion campaigns

“The team at Space & Time challenged our assumptions about TikTok as a performance channel. Through Smart+ automation, geo-targeted creative, and a focus on lower-funnel optimisation, they helped us generate leads at less than half our benchmark CPA. The results have been great, and scalable across our business.”

Sam Parker

Cala Homes

Our work and results.

Manchester Arndale

The Omnichannel Strategy Powering Arndale’s Highest Awareness Yet

  • 57% content recognition
  • 46% exposure

Manchester Arndale

Influencing the Future of Retail

  • +1,350,000 Post Engagements
  • £0.009 Average Cost per engagement
  • +28,000 likes

Funko

Impact of implementing Search Tracking

  • 71% lower CPA
  • 4.3x higher ROAS
  • 4.96 ROAS

Anchor

Care Home Recruitment Campaign – LinkedIn Advertising Strategy Utilising Message Ads

  • 534,219% increase in CTR
  • 109 job applications
  • 23% increase in Conversions

WORX

Meta Campaign

  • 1.3M impressions
  •  323 purchases
  • 300% increase in conversions

See what we're up to @spacetimemedia

LinkedIn X Instagram