FB and IG paid ads use case: apartment repairment

Result: 40% increase in leads amount, 4.5 times lead price decrease during 6 months

Client: B2C company which makes turnkey apartment repairments. Lead is the correctly filled-in website form. Campaign goal: to increase leads amount while decreasing their price. Audience: Moscow citizens who want to make a repairment without their participation.

Audience barriers:

• repairment is always hard and dirty;
• everybody lies (repairmen don’t worth trusting);
• too long;
• too expensive;
• not sure about the quality;
• boring design, no creativity.

How to overcome barriers:

We’ve analyzed how to answer each barrier and create suitable copy for them:

Example of finding answers to the audience barriers and creating copies

Audience settings choice

Income — above average:

• luxury housing;
• big companies employees;
• business owners;
• upscale university alumni.

Interests:

• repairment, design, real estate, travelling.

Look Alike:

• current clients;
• those who submitted the website form;
• website visitors.

Retargeting:

• those who were at the website (all funnel levels) but didn’t submit the form.

6 months results