Le Phoenix Building
A Meta Ads strategy to sell in the DRC and to the diaspora
Talk about my project3
diaspora countries targeted, on top of the DRC
- markets, two buying motivations
- 2
- consistent campaign structure
- 1
Source: Meta Ads strategy and setup delivered
Meta Ads strategy and setup for a Congolese real estate developer — dual targeting: local DRC residents and diaspora in France Belgium South Africa. Two markets two buying motivations one coherent structure.
DRC + Diaspora 3-country targeting live
- Context
- Real estate · DRC + Diaspora · Construction
- Services
- Tools
01 — The context
The client targets two audiences with radically different buying motivations — local residents looking for housing diaspora looking for a home-country investment. Each market needs a different angle message and creative.
02 — Before / after
| Before | After |
|---|---|
| No Meta Ads presence | Campaigns segmented DRC vs Diaspora |
| No local/diaspora audience segmentation | Geo targeting: Kinshasa, Lubumbashi + FR/BE/ZA |
| Creatives not adapted to target markets | Messages and creatives adapted per audience |
| No defined campaign structure | Scalable structure for adding new markets |
03 — The result
Meta Ads setup live with dual strategy — the client simultaneously reaches the local Congolese market and the diaspora in Europe/South Africa with messages adapted to each buying context.
04 — My role
Meta Ads strategist and campaign manager — defined the dual targeting approach and built the full setup.
05 — What I took away
Fully separating campaigns by audience is essential once buying motivations diverge this much — otherwise the algorithm optimizes toward the easiest audience and starves the other.