Where the money actually leaks
Most wasted budget in a property funnel is not lost in the auction. It is lost after the click: long forms, duplicated conversions, and audiences that keep paying to reach people who have already bought. Fix the measurement first, or every later decision is guesswork.
The form is the biggest single lever
Eleven fields on a first-touch enquiry form is a filter, not a qualifier. Ask for name, phone and the one thing your sales team genuinely triages on. Everything else belongs in the follow-up call, where a person can ask it properly.
What to fix in the first fortnight
Deduplicate the tracking, shorten the form, exclude converted audiences from retargeting, and put a single honest number in front of the weekly meeting. None of it needs new budget, and all of it is measurable inside a month.