Facebook Ads for interior design studio (Ukraine)
A mid-range design studio needed systematic client acquisition for turnkey design projects instead of random referrals.
About the Client
Mid-range interior design studio (Ukraine).
Client Request
Client acquisition for turnkey design projects.
Initial Situation
Clients came only through referrals. Client's mistakes: treating design services like a quick purchase - posting 'request a quote' forms without building trust first. No portfolio showcasing on website, just Instagram grid. Running ads to generic 'interior design' audiences without any life-event targeting. Previous Facebook attempt targeted 'homeowners' (too broad - includes people who bought 20 years ago) and used only static images instead of dramatic before/afters.
Precise Targeting
Ran ads targeting 'recently purchased property' and 'interested in renovation' audiences.
Visual Creatives
Creatives: 'Before/After' format and 3D visualizations of current projects.
Lead Forms with Filtering
Used Lead Forms with property area questions to filter out small requests.
“Precise targeting of new property owners and visually appealing content generate leads at a reasonable cost even in niches with long decision cycles. Critical insight for high-ticket B2C services: lead cost matters less than close rate. At $12 CPL and 5% close rate, CAC is $240. At $6 CPL and 1% close rate (what we had with broad targeting), CAC is $600. The studio initially resisted narrower targeting because 'smaller audience = fewer leads', but quality trumped quantity. This case shows why CPL is a vanity metric in complex sales.