Reach is not a result. Impressions are not a result. The only number that decides whether a campaign worked is what it cost you to get one real enquiry — and whether your business can profitably absorb that number at volume.
Before a single peso is spent, we map who is actually being sold to — and, just as importantly, who is not. For Philippine businesses that usually means separating domestic buyers from OFW and diaspora audiences, because they respond to different messages, at different hours, in different languages, and lumping them into one ad set quietly wastes budget on both.
Multiple angles run against each audience, and the losers are cut on evidence rather than taste. Most campaigns fail not because the targeting was wrong but because one creative was made, it was someone's favourite, and it was never tested against an alternative.
This is where most ad management stops and where the cost per lead is usually won. If we also built the landing page, we can change it in response to what the ad data says, in the same week — not open a ticket with whoever maintains your website and wait.
Cost per lead, lead volume and where the leads came from, in plain language. Not a forty-slide deck about engagement rate.
This service exists because the founder needed it first. It was built and refined running Meta campaigns for real Metro Manila property launches — a category with high ticket prices, long decision cycles, brutal competition and buyers spread across the Philippines, the Gulf and North America. If a lead-gen playbook survives that, it transfers comfortably to a dental clinic or a local service business.
Everything Sili sells was built and proven on the founder's own business first. You are not the experiment.
Philippine real estate — pre-selling, RFO and resale condominiums — is the category we know deepest, including the housing-related ad restrictions that catch out agencies who have only run retail campaigns. We also run lead generation for clinics, professional services and local service businesses. See the live client work.
Enough to gather statistically meaningful data before you judge the result, and no more than you can sustain for at least a full testing cycle. The wrong approach is a large one-week burst; the right approach is a budget you can hold steady long enough for the platform to learn and for you to see a real cost per lead. We size this against your actual sales capacity during the first call, because a campaign that generates more leads than you can call back is not a success.
There is no universal number, and anyone who quotes you one without asking what you sell is guessing. A cost per lead is only good or bad relative to your close rate and your margin — the same figure can be excellent for a condominium and ruinous for a low-ticket service. We work backwards from what a closed sale is worth to you, and that becomes the target the campaign is judged against. Talk to us and we will size it against your actual numbers.
You keep your own ad account and pay Meta directly, so the spend, the data and the audiences remain yours. Sili's fee is for management, separate from ad spend. If the relationship ever ends, you do not lose your advertising history — which is a genuinely valuable asset and one you should never let an agency hold hostage.
Yes, and this is our deepest category. Housing-related advertising sits under Meta's Special Ad Category rules, which restrict how narrowly you can target by age, gender and location — a constraint that quietly wrecks campaigns run by people who do not know it applies. We build audience and creative strategy around those restrictions rather than being surprised by them.
Then we say so and we look at why, which is usually one of three things: the offer, the follow-up speed, or the landing page. Two of those are not fixed by ad management, and we will tell you that plainly rather than spending another month optimising around a problem that lives somewhere else.
Tell us what you are selling and who you are selling it to. If we are not the right fit we will say so on the first call — that is cheaper for both of us.
