For the furniture business in the US market, the advertising system in Meta Ads was restructured with a focus on quality leads, cost per application control, and return on investment, rather than just traffic.
Before the launch, the advertising was unstable: the cold audience was performing poorly, part of the budget was wasted without proper follow-up, and the cost per lead did not allow for comfortable scaling of results.
What was done in the work:
— the structure of advertising campaigns was rebuilt;
— cold / warm / hot audiences were separated;
— creatives were updated to reflect the real motivation for purchasing furniture;
— retargeting was strengthened;
— the connection between the advertisement, offer, and landing page was refined;
— various advertising hypotheses were tested to find the strongest connections.
As a result, it was possible to:
— reduce CPL by 36%;
— increase the number of leads by 2.1 times;
— achieve working campaigns with a ROAS of 3.4+.
In such projects, it is important not just to "set up advertising," but to build a system that provides predictable results: generates targeted inquiries, maintains economics, and provides a foundation for further scaling.
Before the launch, the advertising was unstable: the cold audience was performing poorly, part of the budget was wasted without proper follow-up, and the cost per lead did not allow for comfortable scaling of results.
What was done in the work:
— the structure of advertising campaigns was rebuilt;
— cold / warm / hot audiences were separated;
— creatives were updated to reflect the real motivation for purchasing furniture;
— retargeting was strengthened;
— the connection between the advertisement, offer, and landing page was refined;
— various advertising hypotheses were tested to find the strongest connections.
As a result, it was possible to:
— reduce CPL by 36%;
— increase the number of leads by 2.1 times;
— achieve working campaigns with a ROAS of 3.4+.
In such projects, it is important not just to "set up advertising," but to build a system that provides predictable results: generates targeted inquiries, maintains economics, and provides a foundation for further scaling.