Problem. A turnkey curtain business (Kyiv) needed a systematic launch of Meta Ads from scratch — without prior experience in targeted advertising.
Goal. To receive applications for a free designer visit and convert them into curtain sales, achieving an acceptable cost per deal.
What has been done:
Analysis of the target audience: women aged 25–50, Kyiv + region, interested in renovation/updating interiors
Created a TOF → MOF funnel with two main offers
Tested formats: video with a person, video with an interior, lead form, chats (Instagram Direct)
Launched a quiz "Calculate the cost of curtains for free"
Collected 3 audiences for retargeting, set up a lead tracking table with statuses
Tools: Meta Ads Manager, lead forms, quizzes, Instagram Direct campaigns, retargeting audiences
Process. The first month (April–May) — testing funnels and formats. It was determined that video with a person provides higher engagement, while chats convert to visits 3.5 times better than lead forms. The weak lead form was temporarily stopped due to poor lead quality, replaced with an SMS campaign that increased to $30+.
Results:
First month: 48 applications, $517 budget → 7 deals for 264,900 UAH, ROAS 12.3x (profit-wise — 4.9x)
Most effective creative: $230 invested, 33 leads at $7
Second month: scaling chats to 74 dialogues at $11.25, launching a separate traffic campaign to gather warm audience ($0.15 per click, CTR 3.92%)
Goal. To receive applications for a free designer visit and convert them into curtain sales, achieving an acceptable cost per deal.
What has been done:
Analysis of the target audience: women aged 25–50, Kyiv + region, interested in renovation/updating interiors
Created a TOF → MOF funnel with two main offers
Tested formats: video with a person, video with an interior, lead form, chats (Instagram Direct)
Launched a quiz "Calculate the cost of curtains for free"
Collected 3 audiences for retargeting, set up a lead tracking table with statuses
Tools: Meta Ads Manager, lead forms, quizzes, Instagram Direct campaigns, retargeting audiences
Process. The first month (April–May) — testing funnels and formats. It was determined that video with a person provides higher engagement, while chats convert to visits 3.5 times better than lead forms. The weak lead form was temporarily stopped due to poor lead quality, replaced with an SMS campaign that increased to $30+.
Results:
First month: 48 applications, $517 budget → 7 deals for 264,900 UAH, ROAS 12.3x (profit-wise — 4.9x)
Most effective creative: $230 invested, 33 leads at $7
Second month: scaling chats to 74 dialogues at $11.25, launching a separate traffic campaign to gather warm audience ($0.15 per click, CTR 3.92%)