Instagram furniture store: $6.75 leads and 17 sales

The client is DIVANTA, an Instagram store specializing in custom-made furniture. The main demand was for sofas — they had the highest margins and were the key product to promote.

The main goal was to optimize advertising and reduce the cost per lead to $8. Before working with us, the client relied only on Facebook lead forms, which generated many low-quality inquiries. For a custom production business, this was critical, as they needed leads from people ready to buy, not random users.

• Focus on the key product: Instead of general inquiries, we created two quizzes specifically for sofas. This helped filter out random requests and collect data from genuinely interested customers.
• Creatives emphasizing uniqueness: We prepared visuals featuring sofas in interiors and ad copy highlighting that the furniture is made to order. This built trust and attracted an audience that values a personalized approach.
• Technical setup: Configured Facebook Pixel for proper conversion tracking and campaign optimization.
• Audience optimization: Tested several segments. The most effective turned out to be both narrow and broad audiences in Ukraine, while less relevant segments were turned off.

At the start, we faced the issue that using lead forms resulted in many “raw” inquiries. People often filled out the form out of curiosity, without any intention of ordering custom-made furniture.

The solution was implementing quizzes, which filtered out unqualified leads and kept only those genuinely interested in sofas.

• Quizzes instead of lead forms — filtered out irrelevant contacts immediately and improved sales conversion.
• Focus on a single product (sofas) — by concentrating on the highest-margin product, we generated higher-quality inquiries and more real sales.
• Technical setup (Pixel) — accurate conversion tracking enabled fast optimization and reduced CPL below the target.

We provided the client with weekly reports and access to the ad account. This allowed quick decision-making, real-time visibility of results, and transparent campaign performance control.

✅ Budget: $412.06

✅ Number of leads: 61

✅ Cost per lead: $6.75 (below the $8 target)

✅ Number of sales: 17

Focusing on the most profitable product and using the right lead collection format (quizzes instead of lead forms) significantly improved lead quality. As a result, the client, who produces furniture individually to order, achieved 17 sales in just one month with a relatively small budget. The campaign proved effective and ready for scaling.