How do you make 50 sofa sales a month out of 10?

Realization

- Focus on the flagship. The main product was a sofa, the most popular category among the audience aged 25-55 who are planning to renovate or move.
- Multi-regional strategy. Launching separate advertising groups for each of the 6 regions with adapted USPs, ad language and geographic delivery accuracy. Testing of various PPC goals: from messaging in the messenger to lead forms and conversions on the website.
- Content and creatives. More than 25 unique creatives were used: video reviews, rumination, carousels with examples of interiors. The best CTR - 4.12% - was shown by videos with short demonstrations of sofa transformation.
- Performance analysis. Tracking the decline in interest in creatives and promptly updating advertising formats every 2-3 weeks. Full support and reporting, evaluation of the result not only in the META account, but also tables with lead statuses from the client's sales managers.
- Sales and processing of applications. We have created separate sales departments with individual scripts. Managers on duty worked on weekends and nights, which allowed us to process up to 100% of applications within 15 minutes of receipt. Miscalculations in different fabrics, an additional offer in correspondence with a limited period of validity.

Seasonality and customer behavior

- Peak activity: spring and autumn (March-May, September-October), when users are more likely to decide to upgrade their furniture. In the fall, we had an ROI of 1150%.
- Most requests: in the evening (17:00-22:00) and on weekends.
- Frequency of impressions: the average was 1.84; due to the large volume of coverage, there was no oversaturation of advertising.

Figures and results for 3 years
- Leads (total): 907 815
- Impressions: over 50,554,894
- Reach: over 22,572,575 unique users
- Total advertising budget: $76,384
- Average cost per lead (CPL): $0.08
- Average CTR: 3.92%
- ROI (average): 500%

ROI by areas in 2025

- Lead forms : 270%
- The first landing page: 300%
- Landing page for a separate offer: 630%.
It was thanks to the campaign to promote the flagship product that we managed not only to achieve high margins, but also to open a second offline store and launch a premium line of designer furniture.

We also ran Google ads, but they didn't give the same result as Meta

Conclusion

Deep audience segmentation, high-quality video content, multichannel communication, and competent work of the sales team allowed us not only to get cheap leads, but also to turn the campaign into a scaling tool.
This case study is an example of how properly built traffic can become a business engine even in a highly competitive niche, such as furniture sales.
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