Improving Lead Quality for an Interior Design Business
Client: Yutori Designs
1. Project Background and Challenge:
The client, an interior design business based in Mangalore, wanted to run ads for the first time to attract potential interior design projects for both residential and commercial spaces. However, they faced a recurring issue where leads were being generated from outside their target service location. This resulted in wasted time, effort, and budget.
2. Execution & Actions
- We looked into the issue and identified that meta ads are targeting locations beyond the defined locations in the ad targeting.
- Leveraged a newly introduced Meta Ads feature called “Value Rules.”
- Configured the rule at the Ad Set level to ensure ads were shown only to audiences within the client’s target service location.
3. Results
- The client confirmed that after the adjustment, 85% of enquiries came from the correct target location.
- This significantly improved lead quality and reduced irrelevant enquiries.
4. Key Learning
- Conducted extensive research to identify high-end property buyers in the region.
- Implemented refined targeting on Meta Ads, focusing on individuals with strong interests in luxury products and high-value real estate.
- Restricted targeting to Mangalore and Udupi with a minimum radius for location accuracy.
- Narrowed age demographics to ensure only the most relevant audiences were reached.
- Optimized placements by excluding non-performing ones, focusing the budget on high-performing segments.