1000 Leads for Granite Monuments for a Manufacturer (Ukraine)
Social Media Advertising
Industry: Manufacturing and installation of natural granite monuments
Goal: Build a systematic marketing strategy from scratch for a granite monument manufacturer and ensure a stable flow of leads with the ability to scale.
The project is a granite monument manufacturer with over 20 years of experience, its own production facility in Kostopil, and a network of 5 stores in the Rivne region.
The main objective was to transform the company's offline reputation into a systematic online marketing strategy and ensure a predictable flow of leads both in the Rivne region and throughout Ukraine.
TASK
— launch a systematic marketing strategy for a niche, emotionally sensitive product
— identify advertising formats appropriate for the monument industry (without an aggressive sales tone)
— develop a content strategy based on the product catalog (simple, single, double, and exclusive monuments)
— generate a steady flow of leads both from the Rivne region and across Ukraine
— scale the results without compromising lead quality
PROBLEMS
— the niche is highly sensitive and requires careful advertising communication
— the difficulty of selling remotely a product that customers usually choose in person
— seasonal demand, with peak inquiries tied to memorial dates
— lack of creative assets and advertising materials
— first experience with launching advertising campaigns
SOLUTION
Analytics & Testing
— setting up comprehensive analytics
— testing different campaign formats:
- messages
- quizzes
- lead forms
- websites
Creative Strategy
— segmenting content by catalog categories (simple, single, double, exclusive, and European-style monuments)
— creating a dedicated content direction for monuments honoring the defenders of Ukraine
— focusing on showcasing the company's own production facility (Kostopil) as a key trust factor
Technical Implementation
— complete analytics setup
— launching remarketing campaigns
— implementing a quiz to qualify leads
Project Creatives
— photos of completed monuments from the production facility
— videos showing the manufacturing process, engraving, installation, and the final result
— content featuring stores in each city (Rivne, Sarny, Dubrovytsia, Varash, Berezne)
— dedicated creatives for the "Monuments for Military Personnel" category
— video presentations by employees with detailed explanations of the company's services
Scaling & Channels
— scaling successful campaign formats
— gradually expanding geographic coverage (Rivne → Rivne region → all of Ukraine)
— building a consistent flow of monument selection inquiries
RESULTS
Number of leads — 970
Cost per lead — $5.72
Number of sales — 85
Cost per sale — $65.30
Budget — $5,550.93
The best-performing format was video creatives showcasing the production process. They generated greater audience trust and higher-quality leads. By seeing the actual manufacturing process, potential customers immediately perceived the company as a reliable manufacturer rather than a reseller.
Creatives focused on monument selection and special discounts also performed well, generating a steady flow of leads from audiences ready to make a purchase. The quiz format, however, did not deliver the expected results: lead costs were higher, and lead quality was lower compared to the other campaign formats.
Goal: Build a systematic marketing strategy from scratch for a granite monument manufacturer and ensure a stable flow of leads with the ability to scale.
The project is a granite monument manufacturer with over 20 years of experience, its own production facility in Kostopil, and a network of 5 stores in the Rivne region.
The main objective was to transform the company's offline reputation into a systematic online marketing strategy and ensure a predictable flow of leads both in the Rivne region and throughout Ukraine.
TASK
— launch a systematic marketing strategy for a niche, emotionally sensitive product
— identify advertising formats appropriate for the monument industry (without an aggressive sales tone)
— develop a content strategy based on the product catalog (simple, single, double, and exclusive monuments)
— generate a steady flow of leads both from the Rivne region and across Ukraine
— scale the results without compromising lead quality
PROBLEMS
— the niche is highly sensitive and requires careful advertising communication
— the difficulty of selling remotely a product that customers usually choose in person
— seasonal demand, with peak inquiries tied to memorial dates
— lack of creative assets and advertising materials
— first experience with launching advertising campaigns
SOLUTION
Analytics & Testing
— setting up comprehensive analytics
— testing different campaign formats:
- messages
- quizzes
- lead forms
- websites
Creative Strategy
— segmenting content by catalog categories (simple, single, double, exclusive, and European-style monuments)
— creating a dedicated content direction for monuments honoring the defenders of Ukraine
— focusing on showcasing the company's own production facility (Kostopil) as a key trust factor
Technical Implementation
— complete analytics setup
— launching remarketing campaigns
— implementing a quiz to qualify leads
Project Creatives
— photos of completed monuments from the production facility
— videos showing the manufacturing process, engraving, installation, and the final result
— content featuring stores in each city (Rivne, Sarny, Dubrovytsia, Varash, Berezne)
— dedicated creatives for the "Monuments for Military Personnel" category
— video presentations by employees with detailed explanations of the company's services
Scaling & Channels
— scaling successful campaign formats
— gradually expanding geographic coverage (Rivne → Rivne region → all of Ukraine)
— building a consistent flow of monument selection inquiries
RESULTS
Number of leads — 970
Cost per lead — $5.72
Number of sales — 85
Cost per sale — $65.30
Budget — $5,550.93
The best-performing format was video creatives showcasing the production process. They generated greater audience trust and higher-quality leads. By seeing the actual manufacturing process, potential customers immediately perceived the company as a reliable manufacturer rather than a reseller.
Creatives focused on monument selection and special discounts also performed well, generating a steady flow of leads from audiences ready to make a purchase. The quiz format, however, did not deliver the expected results: lead costs were higher, and lead quality was lower compared to the other campaign formats.