1) Highly competitive U.S. market, where the Client is a new player 2) Limited budget and strict CPA targets 3) Long production cycle, taking several weeks 4) Limited effectiveness of search ads due to local user behavior 5) The need to set up end-to-end analytics to track ad and creative conversions, as well as overall conversion rates at each step: - Conversion rate of form submissions for design estimates, - Conversion rate of each manager handling the orders, - Conversion rate for final order submission to production - And the realized profit, a few months after the furniture installation.

Since the Client was a new player in the U.S. market, we decided to start with a detailed market and competitor analysis. We closely examined both paid and organic activities of competitors, compiled a list of their USPs and offers they used to compete amongst, and assessed the distribution of traffic sources and channels. After developing the advertising strategy, we decided to focus our main efforts on Facebook advertising and marketing automation (email, triggers, SMS, and CRM automation) to actively move leads through the funnel. Testing Facebook ad strategies, leveraging HubSpot CRM (email and phone automations), broadcasting the Client’s offers across all available user channels, and optimizing landing pages (testing lead forms, giveaways and email collection mechanics, pop-ups, automated chat flows in HubSpot, etc.) along with testing lead magnets, allowed us to build a digital marketing system that began generating completed deals from scratch. Next, we scaled the campaigns, optimized lead costs, and tested additional traffic sources and strategies.

We worked with the Client for just over 3 years, continuously improving the results. By the end of third year, we increased the number of leads by 59% while reducing the CPA by 41% compared to the second year. Over the course of 3 years, the number of leads from paid sources grew more than 8x, and the cost per lead was cut in half.