Month 2 ran July 5 to August 4, 2026, through the height of the Rhode Island summer season. Compass and Lila Delman Compass stayed present across Google, Meta, and geofenced venues. The campaign runs through September 4.
Delivery scaled without losing precision: household income share rose from 83.5% to 85.6%.
Google display, Google search, Meta, and geofencing ran in parallel, covering the news Rhode Island buyers read, the feeds they scroll, and the places they pass through. Campaign to date, June 5 to August 4.
Put both brands in front of Rhode Island buyers across the national and regional publications they read every day.
Put the curated collection in front of Rhode Island buyers the moment they searched Compass or Lila Delman by name.
Put both brands in front of 41.1K Rhode Island buyers in the feeds and Reels they scroll every day.
Put both brands in front of Rhode Island buyers on the screens they carry through the coastal venues and travel hubs they visit.
The campaign continued to reach Rhode Island's highest-income buyers across the publications they actually read.
Top placements by ad views:
The New York Times alone accounted for 19% of ad views in Month 2, and had one of the highest engagement rates at 1.21%. The Wall Street Journal had a 1.68% engagement rate, and CNBC had 1.17%, well above the 0.18% national average.
The campaign ran across 800+ premium publications. Beyond those above, top-volume placements included Fox News (19K ad views), the New York Post (15.5K), HuffPost (13.9K), and CNN (9.7K).
Roughly seven in eight ad views landed with the highest-income households across coastal and urban Rhode Island.
Meta runs one campaign now, reaching ultra-high-net-worth Rhode Island summer vacationers matched on wealth, travel, and luxury coastal signals. Consolidating three Month 1 audiences into one gave the collection page a stronger, more consistent flow of qualified clicks.
Instagram delivered 81% of Meta's ad views and 86% of its clicks. Reels alone carried two thirds of both; Feed and Stories converted best on lighter volume. The Rhode Island summer audience is watching short-form video, and the campaign meets them there.
| Placement | Ad Views | Clicks | Engagement Rate |
|---|---|---|---|
| Instagram Reels | 13.1K | 898 | 6.84% |
| Instagram Feed | 2.4K | 231 | 9.44% |
| Facebook Reels | 2.1K | 160 | 7.66% |
| Instagram Stories | 483 | 56 | 11.59% |
| Facebook Feed | 917 | 32 | 3.49% |
Meta rotation, July 5 to August 4.
| Ad | Clicks | Ad Views | Engagement Rate |
|---|---|---|---|
| Discover Rhode Island's Most Coveted Summer Homes | 1.4K | 19.9K | 6.96% |
| Rhode Island's Most Exclusive AddressesNew in Month 2 | 266 | 12.6K | 2.12% |
| Explore Rhode Island's Most Sought-After HomesNew in Month 2 | 19 | 1.0K | 1.87% |
| Your Rhode Island Summer Starts Here, CompassNew in Month 2 | 12 | 762 | 1.57% |
The new creative was added at the end of July. "Rhode Island's Most Exclusive Addresses" leads the new ads at 12.5K ad views and 266 clicks. The three new ads together average a 2.07% engagement rate, below the established ad, typical while Meta is still learning them.
The agent campaigns, and why they came down. Compass and Lila Delman Compass each ran a brand awareness campaign against their own agent rosters through Month 1, reaching 22 profiles combined. Both lists carried emails only, and Meta matches a contact list far better with phone numbers attached. Month 2 moved that budget into the consumer campaign; a longer list with phone numbers would make the agent campaigns work.
Google Search catches someone the moment they go looking, and Month 2 brought more of them: search ad views grew 50% over Month 1 and clicks grew 39%. Across both months the campaign holds a 9.15% engagement rate against a category benchmark near 4.5%.
Month 2, July 5 to August 4, 2026 · Targeting high-intent Rhode Island searchers
| Keyword | Ad Views | Clicks | Engagement Rate |
|---|---|---|---|
| Rhode Island real estate | 1.2K | 91 | 7.35% |
| Newport RI homes | 333 | 24 | 7.21% |
| Lila Delman Compass | 111 | 16 | 14.41% |
| Rhode Island luxury property | 105 | 15 | 14.29% |
| Compass Real Estate Rhode Island | 89 | 11 | 12.36% |
Branded searches clicked roughly twice as well as market terms. "Lila Delman Compass" ran 14.41% and "Compass Real Estate Rhode Island" 12.36%, a sign buyers already know both names and are searching for them. "Rhode Island real estate" reaches buyers earlier in their search and carried the most volume at 1.2K ad views.
Across both months, display carried 247.6K ad views and 2.3K clicks at a 0.91% engagement rate, five times the 0.18% national average.
The New York Times alone carried 42.3K ad views, more than any other publication in the campaign, and 1.21% of the people who saw those ads clicked. Both brands ran alongside The Atlantic, NPR, the Wall Street Journal, and 800+ other publications.
Ranked by clicks across both months. Each tagline runs in a Compass version and a Lila Delman Compass version; rows combine both so the table reads by message, not by logo.
| Tagline | Format | Clicks | Ad Views | Engagement Rate |
|---|---|---|---|---|
| Rhode Island Summers | Standard | 1.4K | 179.3K | 0.77% |
 Rhode Island Summers | Vertical | 318 | 21.3K | 1.49% |
 This Summer, Find Your Place in Rhode Island | Vertical | 172 | 13.4K | 1.28% |
 Rhode Island's Most Exclusive Addresses | Standard | 95 | 11.5K | 0.83% |
 This Summer, Find Your Place in Rhode Island | Standard | 91 | 8.6K | 1.06% |
 Rhode Island Summers Look Better in Your Own Home | Standard | 64 | 7.5K | 0.85% |
 Your Rhode Island Summer Starts HereNew in Month 2 | Standard | 51 | 4.2K | 1.23% |
 Explore Rhode Island's Most Sought-After HomesNew in Month 2 | Standard | 41 | 1.9K | 2.13% |
"Rhode Island Summers" reached 179.3K ad views and 1.4K clicks, more than every other creative combined. The three directions added in Month 2 have been running for two weeks, with 15.3K ad views at a 1.37% engagement rate, above the 0.91% display average, on a fraction of the delivery.
Reading the engagement rates. Vertical units carry higher engagement rates in part because they take up more of the page and because Google has less inventory for them, so they serve less often.
Month 3 concentrates delivery on the creative that was added in the middle of Month 2 as the season closes. Every ad is performing well above the national average, so the final month is about volume behind proven messages.
Geofencing starts where the market steps away from the screen. Across both months the campaign delivered 14.9K ad views spanning Rhode Island's coastal venues and the travel hubs, like Logan, T.F. Green, and Newport Shipyard.
Geofencing reaches people based on physical presence, so the engagement rate naturally runs lower than Google Display and Meta. For luxury real estate geofencing, healthy awareness ranges between 0.10% and 0.25%. Anything above that range shows strong engagement from that target address.
Month 1 ran June 5 to July 4, 2026.
| Channel | Ad Views | Clicks | Engagement Rate |
|---|---|---|---|
| Google Display + Enhanced Targeting | 102.2K | 921 | 0.90% |
| Meta (FB/IG) | 20.4K | 989 | 4.85% |
| Google Search | 2.4K | 230 | 9.56% |
| Geofencing | 7.4K | 10 | 0.13% |
| Keyword | Ad Views | Clicks | Engagement Rate |
|---|---|---|---|
| Rhode Island real estate | 965 | 81 | 8.4% |
| Newport RI homes | 141 | 15 | 10.6% |
| Compass Real Estate Rhode Island | 76 | 14 | 18.4% |
| Rhode Island luxury homes | 48 | 5 | 10.4% |
| Lila Delman Compass | 39 | 7 | 17.9% |
| The New York Times | 13.9K |
| The Atlantic | 12.1K |
| NPR | 6.2K |
| WCVB Boston | 2.4K |
| CNBC | 1.3K |
| The Boston Globe | 978 |
Month 1 only. The winners table above counts both months.
| Tagline | Format | Clicks | Ad Views | Engagement Rate |
|---|---|---|---|---|
| Rhode Island Summers | Standard | 462 | 59.9K | 0.77% |
| Rhode Island Summers | Vertical | 96 | 9.5K | 1.01% |
| This Summer, Find Your Place in Rhode Island | Vertical | 72 | 5.1K | 1.41% |
| Rhode Island Summers Look Better in Your Own Home | Standard | 64 | 7.5K | 0.85% |
| Rhode Island's Most Exclusive Addresses | Standard | 59 | 7.3K | 0.81% |
| This Summer, Find Your Place in Rhode Island | Standard | 59 | 6.2K | 0.95% |