Facebook & Instagram campaign generates 18% reduction in cost-per-lead for stone manufacturer

Although we work with Stoneworld on a range of other channels, this case study focuses on the Facebook and Instagram campaigns strategy. We were tasked with generating leads and sales from some of the biggest platforms in social media.

The core objectives were:

• Increase the number of people submitting an enquiry
• Increase the number of sales generated

1.Remarketing

As we’ve found with a number of our client campaigns, remarketing can be a powerful way to re-engage existing audiences. For marketers, it’s a great tool to have at our disposal with the ability to segment a whole host of different people into different baskets.

For example, we were able to set a lower budget for people who visited the site between 90 and 180 as these are less likely to purchase, whilst increasing the budget for people visiting 90 days or before. The messaging for these two different audiences was adjusted to suit the likely buying position.

To make any remarketing campaign effective, the messaging and the hook needs to be right. In this instance, we were able to leverage the free sample hook to push our website visitors to receive something tangible to them.

2.Prospecting

Social media platforms present marketers with huge opportunities to find new audiences and encourage them to engage with their brand. When it comes to prospecting on Facebook and Instagram our in-house team loves to create campaigns that generate results for our clients

In the prospecting campaign for Stoneworld, we were able to leverage our expertise to design campaigns that pinpointed people with specific interests and job titles. We were also able to use our existing audiences to generate look-a-like audiences to bring real impact.

As with all campaigns, testing is the best way to find which campaigns are likely to perform best and receive the biggest ROI.

We’ve been generating results for Stoneworld since 2021.

Here are just some of the achievements we’ve made with the account:

• 87% reduction in the cost-per-click (when compared to Google Ads)
• 6,900 + new visitors generated
• 18% reduction in cost-per-lead (when compared to other channels