Cutting the Cost of a Booking by 94%
Mason & Fifth
Mason & Fifth rents furnished studios for short and long stays in Westbourne Park, Belsize Park and Primrose Hill. MeMo took over its paid social on Meta in June 2026.
More stays, at a cost that scales
Mason & Fifth needed two things from Meta: long-stay enquiries and short-stay bookings.
Both had to come in at a cost per result low enough to put more budget behind.
Nobody searches for flexible living
People looking for somewhere to live think in flats and hotels. A furnished studio you can book for a week or a year sits between the two.
The ads had to explain the idea before they could sell a stay.
Rebuilt the account around who books
Three audiences
We rebuilt the account around the three kinds of people who book: professionals between moves, commuters, and people relocating to London.
Each audience gets its own creative and its own reason to stay.
Explain, then sell
Education ads introduce flexible living to people who have never heard of it. Retargeting and property ads then convert the people who engaged.
Budget follows the ads that turn into bookings, not the ones that get clicks.
Creative that books
Lo-fi reels of the studios, the neighbourhoods and the residents. “Life at Mason & Fifth” brought in 17 enquiries and 9 bookings on its own.
A Westbourne Park resident’s story drove 4 bookings, and the laundry room reel returned 19 times its spend.
Selling the neighbourhood, not just the room
The reels show what living there is like: the canal at Westbourne Park, the local record shops and the places to eat nearby. People decide where to live before they decide which studio.
A booking for a fraction of the cost
Cost per booking fell 94% in under three months, so every extra pound on Meta now buys far more stays.
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