How We Transformed an Interior Design Agency’s Lead Flow from Low-Quality to High-Converting Customers

The Problem

They tried to run ads themselves without the necessary expertise and simply showcased their designs. The images and videos were bright, but not selling. In addition, they used completely the wrong type of campaigns, which resulted in a large number of cheap clicks but no conversions.

The Solution

Preparations

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After they came to us, we created an action plan for Settled Spaces with the following steps:

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• They had a basic pixel - we added proper events to track relevant actions.

• We took a large amount of their raw content and created scroll-stopping creatives that clearly speak to their target audience.

• We tested broad targeting, expat targeting, and English-language targeting in non-English-speaking countries. Surprisingly, the last approach performed best. In fact, the default expat targeting didn’t even outperform broad targeting.

• We set up retargeting campaigns to engage warm audiences.

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The client’s goal was to generate leads so their sales team could follow up and convert them into customers.

To better qualify leads and avoid overloading their call center with low-quality leads, we worked together to improve their contact form funnel and used lead generation targeting as the primary campaign objective.

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The Results

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From the very first month, the client started receiving high-quality leads at a much lower cost than when they had tried to run the ads themselves. We used ABO campaigns to test different angles and creatives, and then scaled with CBO once the best combinations were identified.

Underperforming creatives were cut aggressively, as the client’s ability to handle leads was limited by the capacity of their sales and call teams.

Here are some of the key optimisations we implemented to improve conversion rates:

• Treated each target country as a separate campaign (both for testing and scaling), to avoid confusing Facebook’s learning process.

• Collected UGC (user-generated content) from clients who agreed to showcase their renovated apartments. In exchange, the client offered them a small discount.

• Encouraged the client to create educational content for retargeting audiences to help warm leads convert more easily.

• Tested 30 static ads and 10 videos for cold audiences during the first 30 days. We then kept only the 5 best-performing creatives for each target country.

• Implemented Conversion API and built a segment of high-value customers for Spain and Dubai, feeding this data back to Facebook. This increased the average checkout value by 35% for these two campaigns.

Thanks to all these optimisations, the client ended up with a fully optimised lead generation campaign structure that allowed them to focus on business operations. As their sales and design teams reached capacity, they started hiring additional staff to further scale the Meta campaigns.

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