PropTech Success Story

By diversifying user acquisition channels and leveraging proprietary machine learning, Smadex empowered 33m2 to scale profitably in the competitive Korean market, doubling volume while maintaining industry-leading cost efficiency.

• 2× Volume Growth in 3 Months
• 60% Below Target CPA (Test Phase)
• 30% Below Target CPA (At Scale)

In South Korea’s fast-moving PropTech market, 33m2 needed to evolve its acquisition strategy. The goal was to unlock incremental user volume and drive first-time transactions (live lease requests) rather than just app installs. To achieve this, they required a partner capable of maintaining strict cost efficiency while scaling into high-quality, conversion-ready audiences.

Smadex acted as an extension of the 33m2 growth team, implementing a data-driven strategy focused on high-intent user behavior.

Phase 1: Precision Bidding via Deep Learning Smadex’s proprietary models optimized delivery toward installs from day one. As data accumulated, the team refined performance by pausing underperforming exchanges and scaling top-performing supply sources to concentrate budget on quality inventory.

Phase 2: Product-Centric Video Storytelling Rather than focusing on static property listings, Smadex developed video creatives that walked users through the app’s UI and features. By demonstrating the ease of the end-to-end rental journey, the ads built immediate trust and gave users a clear functional reason to download.

Phase 3: High-Engagement Carousel Dynamic End Cards To bridge the gap between interest and action, Smadex introduced custom carousel end cards. This scrollable, multi-panel format allowed users to explore multiple listings within the ad unit itself, significantly increasing CTR and first-time lease requests compared to standard formats.

The Smadex Creative studio worked hand-in-hand with 33m2 to adapt messaging for the Korean audience. By combining technical format adaptation (resizing and optimization) with innovative features like Dynamic End Cards, Smadex ensured that every impression was optimized for engagement and conversion.

33m2 is Korea’s No.1 proptech platform for short- and mid-term rentals, redefining housing with flexible stays and a fully digital booking experience. By prioritizing transparency and ease of use, 33m2 has become the go-to solution for flexible living in South Korea.

Smadex opened up a whole new channel of high-quality traffic for us—and because their machine learning genuinely improves over time, performance only got stronger as the partnership deepened. They didn’t just run campaigns; they took the time to deeply understand our business goals and audience nuances. That level of commitment is why we see this as a long-term partnership.

33m2 Growth Team