National property management franchise · 50+ UK franchisees
Two engines for one property franchise: recruiting franchisees and filling their calendars
How we took over the full UK Meta and Google budget for a national property management franchise, running two very different jobs from one programme: bringing in new franchisees, and generating customers for the ones already trading.
UK franchisees on one managed budget
cost per franchise-recruitment lead
franchisee leads per month, at a lower cost
The client
A national property management franchise with 50+ franchisees across the UK. Like most franchise networks, they had two marketing problems at once: they needed a steady flow of new franchisees to keep expanding, and their existing franchisees needed a reliable stream of local customers. Both were being run on paid media, and both had room to improve.
The challenge
We took over their entire Meta and Google advertising budget across the UK. That meant running two engines from one programme, franchise recruitment and franchisee lead generation, each with its own audience, message and definition of success. The inherited accounts were spending heavily without the structure or tracking to make that spend efficient. The job was to turn one large national budget into two accountable systems that could be measured, optimised and scaled.
What we did
Took over the full budget, both channels. We assumed control of all Meta and Google spend across the UK and split it cleanly between the two objectives, so recruitment and franchisee lead generation each had their own campaigns, targeting and reporting.
Rebuilt for efficiency. We restructured the accounts to cut wasted spend, tightened targeting and audiences, and rewrote ad copy so more of the budget turned into qualified enquiries rather than clicks that went nowhere.
Separated the two audiences. Prospective franchisees and local customers are completely different people, so we built dedicated funnels for each, rather than one blurred campaign trying to do both.
Made it measurable. With proper tracking in place, every pound could be tied to a recruitment enquiry or a franchisee lead, so we could see what was working per campaign and per franchisee, and shift budget accordingly.
The results
Recruiting new franchisees
When we took over the recruitment advertising, it was running a modest budget at a high cost, over £60 per enquiry on Google search and around £15 per lead on Meta. We rebuilt both. On Google, we grew recruitment enquiries more than sixfold while bringing cost per enquiry down to around £15. On Meta, we cut the cost per recruitment lead by roughly two-thirds, from about £15 to under £5, while monthly lead volume roughly doubled. The franchisor went from a trickle of applicants to a genuine recruitment pipeline.
Generating leads for franchisees
When we took over the recruitment advertising, it was running a modest budget at a high cost, over £60 per enquiry on Google search and around £15 per lead on Meta. We rebuilt both. On Google, we grew recruitment enquiries more than sixfold while bringing cost per enquiry down to around £15. On Meta, we cut the cost per recruitment lead by roughly two-thirds, from about £15 to under £5, while monthly lead volume roughly doubled. The franchisor went from a trickle of applicants to a genuine recruitment pipeline.
One budget, fully accountable
Across 50+ franchisees, both engines now run from a single managed budget, with every franchisee able to see their own leads and cost per lead, and the franchisor able to see the recruitment pipeline in the same view. The national spend stopped being a black box and became a system.
Two jobs, one budget? That's exactly what we do.
Book a free audit and we’ll show you where the leads are on both sides.