During the discovery phase, our goal was to align on Settle's unique value proposition and short-term growth objectives. Since the platform hadn't launched yet, our focus was on attracting landlords who are looking for reliable, pre-vetted tenants and establishing a baseline for cost per signup and acquisition funnel performance.
We conducted a deep dive into the Canadian rental market, focusing on Ontario and Alberta, two provinces with high rental demand and competitive landlord activity.
Our research revealed that landlords prioritize speed, tenant quality and simplicity over cost. This insight guided our messaging and targeting approach for both ad channels. We also analyzed top competitors in the property management and rental listing space to identify creative and keyword gaps.
For Meta, we developed a set of 10 ad creatives that were tested across multiple audience segments to identify which messages resonated the best by emphasizing Settle's differentiators:
On Google, we implemented a keyword-driven strategy targeting intent-based searches such as "find tenants fast", "list rental property" and "tenant screening platforms". The objective was to capture users already in-market for tenant solutions and convert them into waitlist signups.
In order to test messaging variations, optimize cost per signup and refine location-based targeting through a phased rollout with ad sets focused on Ontario first and then Alberta. Through this creative injection and ongoing data review, we identified top-performing ads and search terms that consistently delivered high-quality signups.
As Settle approaches launch, our next steps include scaling the top-performing ad variations, integrating retargeting sequences and transitioning form waitlist signups to active user acquisition.
These learnings will serve as the foundation for Settle's go-to.market launch and sustained growth in early 2025.
Coming Soon...
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