The “WHY” (Purpose & Missions Shared)

• Establish a sustainable online presence in the competitive landscape and drive qualified visitors without direct advertising costs.
• Optimize marketing spend on channels that perform best and understand changing customer tastes and preferences.
• Capture high-intent prospects searching for interior design services through precise targeting.
• Increase brand awareness and keep our audience engaged until they convert into leads.
• Strengthen our top-of-mind brand recognition, build brand authenticity, and lower our cost per lead.
• Match the increased interest in our brand reputation by encouraging more Google reviews and client testimonial content.
• Streamline our SEO and page ranking and improve site experience to retain our audience.

Milestones Achieved

• Brand Search Growth: There’s been an exponential growth in the main brand keyword searches, indicating increased public interest in the client’s reputation.

• Lead Acquisition : Achieved Cost-Per-Acquisition of $30 – $50, 33% lower than the average CPA within the industry ($70 – $100).
• Full Funnel Marketing Strategy: Incorporated full funnel marketing strategy (Prospecting, Remarketing, Lookalike) for more effective and budget-efficient campaigns, with different content strategy and audience targeting.

• Organic Growth: Increased website monthly users from 4,200K to 6500 in 3 months, exceeding the KPI of 5,000/month.

• Return on Ad Spend: By the end of 2024, achieved 250 times revenue compared to the ad budget spent, with 13,3% Sales Conversion Rate.
• New Ad Content Marketing Strategy: Through A/B testing, figured out the new content marketing strategies and combinations for online ads campaigns.
• More Seamless Events Tracking: Fixed the events tracking and Pixel issues after migrating to a more reliable Content Management System (CMS), from Squarespace to WordPress.

Lessons Learned

• Ineffective Generic Keyword Targeting: Due to the competitors bidding on the clients’ brand keyword with the higher bid, our own brand keywords got more expensive and yielded no significant results (even after changing the objectives from Maximize Conversion to Target Impression Share). 
  • Solution: We decided to streamline the budget on the Performance Max campaigns, using the content with highest engagement rate, combining audience targeted from data signal, and Prospecting+Remarketing.
• Competitor Aggression: Competitors are willing to outbid us on our own branded keywords, making it difficult to maintain the highest budget and absolute top of page rank. While targeting their keywords is legal, it’s a “bloodbath” and not recommended, especially with a limited budget.
  • Solution: same as the first lesson.
• Messy Customer Journey: The traditional marketing funnel, while still useful for performance measurement, is increasingly messy and unstructured, as leads often interact with multiple channels before converting.
  • Solution: To use USPs and stronger CTAs to make audience convert more quickly. We did a path analysis and found out audience need 8 interactions with our multiple channels before deciding to engage.
• Meta Ads Lead Quality: Meta Leads objectives proved generally more expensive with a higher rate of fake leads compared to targeting conversions happened on the landing page.
  • Solution: Created more engaging landing pages with lead forms, made sure the tracking and Pixel were accurately done, and tested different objectives on the campaign (Sales, Lead, Engagement with LP View targeting).
• Meta Learning Phase Impact: Meta’s learning phase updates significantly affected lead conversions, requiring us to decrease campaign quantity and increase budget per campaign for better performance.
  • Solution: To set different objectives for each audience funnel stage, pairing the easiest audience targeting (TOFU level) with Leads objective, and the more expensive audience targeting (MOFU/BOFU level) with Traffic/Website Clicks objective (less expensive than Leads). 

Sample: