---
title: "Birchgrove: 205% more leads at 75% lower CPL | Outra"
description: "Premium assisted living blocked by Meta special ad category rules. Household intelligence turned broad reach into 35-42K qualified households."
url: "https://outra.co.uk/case-studies/birchgrove-restricted-category-targeting"
---

# Birchgrove: 205% more leads at 75% lower CPL

[All case studies](/case-studies)

![Birchgrove logo](/assets/birchgrove-DqNkYyzL.png)Property & real estate

# Unlocking scalable targeting in a restricted category

205%+ leads at 75% lower CPL with household-level intelligence

## Results

Increase in lead volume

205%Increase in lead volume

Reduction in CPL

75%Reduction in CPL

Lower daily budget

29%Lower daily budget

## The challenge: Meta's ad restrictions blocked the path to buyers

- Meta classifies housing as a special ad category, disabling age targeting and lookalikes and enforcing a 17km radius
- Birchgrove needed to reach over-65s and their adult children, a dual audience standard platform tools couldn't find

## What Outra did

Outra's household intelligence turned 27-32M broad impressions into a precision pool of just 35-42K qualified households, built from property, tenure and life-stage signals rather than restricted platform attributes.

The result was scalable delivery within the special ad category, on a lower daily budget than the incumbent approach.

## At a glance

Client

Birchgrove

Sector

Property & real estate

Headline result

205%+ leads at 75% lower CPL with household-level intelligence

[Book a demo](/demo)

## Could this work for your campaigns?

We'll build the household audience for your market and show you the reach before you commit.

[Book a demo](/demo)[Ask us a question](/contact)

## More case studies

[Property & real estateUK homebuilders70% reduction in CPL and 43% higher click to conversionRead](/case-studies/homebuilders-outperforming-property-portals)[Property & real estate![UPSTIX logo](/assets/upstix-IbquzNvq.png)2x engagement and 2.4x CTA conversion with agentic qualificationRead](/case-studies/upstix-agentic-lead-qualification)[Property & real estate![Galliard Homes logo](/assets/galliard-homes-YINI4dEN.png)31% higher CTR and 55% higher CVRRead](/case-studies/galliard-homes-wimbledon-ppc)