Facebook Ads

Dream Closets Lowers CPL by Over 50% Through Sequential Retargeting

Dream Closets, a premium provider of custom closet solutions, implemented a unique approach to their Meta Ads campaign: sequential retargeting combined with customer journey mapping. Over three months, this strategy focused on guiding potential customers through a well-defined sales funnel, resulting in improved engagement and lead conversion.

• Reach: Over 4,500 weekly users, ensuring consistent exposure to high-value audiences.
• Impressions: Averaging 7,598 per week, with a steady ad frequency of around 1.65.
• Conversions: Delivered 9 website leads over a one-month active period, with a cost per result ranging from $46.90 to $70.21.
• Engagement: Maintained strong page interactions, with weekly engagements peaking at 119 actions.
  

The campaign's standout feature was sequential retargeting, which served personalized ads at different stages of the customer journey:

• Awareness Stage: Initial ads showcased visually appealing designs, targeting broad audiences with high-quality imagery.
• Consideration Stage: Retargeted ads highlighted customer testimonials, case studies, and promotions, building trust and addressing hesitations.
• Decision Stage: Final ads featured strong calls-to-action, such as "Schedule Your Free Consultation," driving conversions.

By focusing on the customer journey, Dream Closets kept potential customers engaged and moved them seamlessly toward making a decision.

Customer Journey Mapping: Understanding Behavior

The campaign integrated insights from customer behavior to refine its messaging:

• High CTR in Awareness Stage: Early-stage ads achieved click-through rates (CTR) of up to 1.37%, indicating strong initial interest.
• Lower CTR in Later Stages: CTR slightly decreased in the consideration and decision stages (0.97%-1.14%), reflecting a smaller but more qualified audience engaging with higher-intent content.
• Engagement Metrics: Weekly page engagements highlighted the effectiveness of nurturing strategies, peaking at 119 actions during periods of active retargeting.
  

These insights revealed the importance of maintaining strong, consistent messaging to prevent drop-offs during the consideration phase.

• Improved Lead Quality: Although the total number of leads was modest, the cost per result demonstrated efficient budget utilization, indicating that the campaign reached and converted high-value customers.
• Behavioral Trends: Higher engagement during the awareness phase suggests that visually compelling content resonates strongly, but later-stage ads must balance personalization with urgency to maintain conversion momentum.
• Customer Retention Potential: The campaign's ability to guide customers through the sales funnel indicates strong potential for long-term customer relationships, as engaged users who convert are likely to recommend Dream Closets to others.
  

Dream Closets successfully leveraged sequential retargeting and customer journey mapping to drive meaningful engagement and conversions. By tailoring messaging to each stage of the sales funnel, the campaign achieved steady results and improved lead quality. These strategies not only showcased Dream Closets' expertise but also reinforced its reputation as a trusted provider of premium custom storage solutions. This campaign demonstrates the value of a carefully crafted advertising journey in achieving sustainable marketing success.