Meta Lead Form Campaign Success Story for Local Flooring Store.

Meta lead form setup

Meta Instant Form campaigns is one of the most effective ways to drive leads and sales right now. 

Recently, we had the opportunity to dive deep into a Meta lead form campaign for a local flooring business.

They invested $33,000 in their campaign, which generated 169 leads translating into $317,000 in trackable sales, which is a return on ad spend (ROAS) of 9.42.

However, the real success story goes beyond just these numbers…

The Magic Behind Meta Lead Forms

Meta’s Instant Form feature played a pivotal role here. This tool allows prospects to quickly fill out forms embedded within the ads—no need to navigate away from the page they’re on. 

For a local business targeting a specific product line—like flooring—this direct approach simplifies the conversion path immensely.

The store crafted its campaign around action-oriented, casual videos that featured store designers discussing promotions and product benefits. 

These weren’t your typical polished commercials but rather spontaneous clips that showed real people and real interactions. One top-performing ad, for example, highlighted a 30% discount on their bestselling luxury vinyl plank flooring. 

The immediacy of the video, coupled with a compelling call-to-action (“Get a quote”), encouraged viewers to engage right then and there.

Video and Audience: A Tailored Approach

The use of video content was strategic, not just for its engaging format, but because it fits perfectly with the quick consumption habits on social platforms. 

Most ads were short, between 15 to 30 seconds, acknowledging that the average viewer might only stick around for the first few seconds. This brevity forced creativity, ensuring that the key message and call-to-action were front and center immediately.

Targeting the right audience was crucial. Given the smaller size of the Rochester market, the campaign needed to maximize its reach while remaining relevant. 

The ads targeted 200,000 to 250,000 people, a significant number for the area, but the campaign team always wanted more.

Automation and Personal Touch in Lead Management

Once leads were generated, the integration of automation tools like Zapier and PipeDrive streamlined the follow-up process. 

Leads were automatically entered into the CRM and an initial contact email was sent via MailChimp.

 However, recognizing the limitations of automation, the store also employed a personal touch—manual texts and calls by the sales team to increase engagement and conversion chances.

Lessons and Takeaways

This campaign underscores several key points:

  • Quick engagement is crucial: Hook your audience fast and make the action steps clear and simple.
  • Test and iterate: The campaign wasn’t static; new ads and approaches were tested every 4-6 weeks, refining what works and discarding what doesn’t.
  • Combine automation with a personal approach: Use technology to handle volume but keep human interaction for quality touches that lead to conversions.
 

In essence, the success of this local flooring store isn’t just about the impressive ROAS. It’s about understanding and leveraging the strengths of digital platforms like Meta to create targeted, engaging, and conversion-oriented ad campaigns. 

Whether you’re a small local shop or a larger enterprise, the principles remain the same: tailor your message, understand your audience, and seamlessly integrate technology and personal outreach. 

If you’re struggling to see results from your digital ad spend, take a leaf out of this store’s playbook—it might just be the strategy revamp you need.

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