The Millway is a purpose-built rental community within SmartCentres’ SmartVMC district in Vaughan, Ontario. We led the full go-to-market strategy across paid media, creative, and audience targeting to drive awareness and high-intent lead generation in a highly competitive rental market. By leveraging first-party data, continuous creative testing, and platform-specific optimization across Meta and digital channels, we increased lead volume month over month while improving conversion rates by 50% and reducing cost per lead by 36% versus industry benchmarks. The campaign achieved a 3.11% click-through rate compared to the real estate benchmark of 2.40%, drove CPL as low as $22.50 overall and $8.90 on Meta, and resulted in 100% of first-release suites sold, generating over $1B in revenue within the first 10 days. The Millway quickly established itself as a flagship rental offering within the SmartVMC community.