Luxury Lead Generation Secures 500+ Monthly Downloads Through Precision Paid Social Targeting

Challenge

Our client, based in Sheffield, offers their customers bespoke luxury kitchen-ware. Ranging from cookers, rangehoods and pizza ovens, customers can customise all aspects of their purchase including size, layout, functionality and colour.

They came to The SEO Works for assistance with their PPC campaigns, looking to tackle three major challenges - budget limitations, a small target audience, and the fact that their website was not an e-commerce site, meaning they were unable to track conversions and sales through their own site.

Our PPC team devised a three part solution that they hoped would solve all three of the kitchenware provider’s challenges.

Solution

After their initial research, the PPC team found the luxury kitchen sector on Google was highly competitive, and given the client’s small budget, they knew they would struggle to effectively compete in this space. So, the team here decided Meta Ads were the best solution.

The use of Meta Ads was also preferable due to the very in-depth audience targeting it has, meaning the PPC team could target the types of areas and audiences that had converted before. Utilising purchase data, we built the ads in three core ways - targeting by specific postcodes (for example London and Bristol), targeting specific interests such as ‘Luxury shopping’ and ‘Luxury Goods’ and filtering by life events such as ‘Recently moved house’. These cross sections of audiences meant the ads were prioritising the audiences most likely to convert.

The Meta Ads themselves were constantly evolving throughout the campaign. While the ads started as single image or carousel posts, over time they became driven by user-generated content. This was highly effective and saw excellent results.

Due to website tracking limitations, the team tracked all buttons, CTAs and user journeys throughout the site. This gave the team the confidence the ads were driving engaged traffic to the site as they hoped.

Results

The results of this approach were as the team and client wanted, and their site saw incredible results. The Meta Ads strategy was proven to be the right course of action, with the ads seeing a reach of 1,994,733, being engaged with a massive 1,773,908 times!

This impact went beyond the ads and flooded the website, leading to average monthly traffic reaching 16,452 users, and a huge average of 538 PDF brochure downloads per month!

Overall, the campaign was incredibly successful and the results the luxury kitchen provider saw given their three barriers were beyond expectations.