Turning furniture advertising into 184 measurable sales conversations
Separated message and traffic campaigns so the business could manage the price of a real conversation instead of optimizing for reach alone.
Problem
Furniture purchases rarely happen after one touch. Prospects need to compare the range, check dimensions and request a quote, so traffic alone was not a useful commercial target.
Solution
- Separated campaigns by objective and product interest
- Measured conversation cost independently from click cost
- Created a clearer handoff from enquiry to qualification, quote and contract
Results
- 184 conversations
- $7.84–8.31 per conversation
- 6.31M impressions in a separate account view