Benchmark scenario · Home & furniture
Business Pattern
- Business type
- Single large showroom with an in-house workshop; premium and value ranges
- Location
- Fast-growing residential suburb of a metro city
- Ticket size
- Average order ₹85,000; range ₹25,000–2.5 lakh
- Sales cycle
- 2–8 weeks; usually 1–2 showroom visits before buying
- Monthly ad budget
- ₹75,000 (Meta + Google)
The Challenge
"People message asking for the price list and disappear. The ones who come to the showroom buy — we just can't get enough of them through the door." Ads promoted discounts to a broad audience, so most leads were price-shoppers. There was no way to tell which ads produced visits or sales.
Objectives
- Raise the share of qualified leads (budget, timeline, location fit)
- Turn more qualified leads into showroom visits
- Measure sales from ads, not just leads
What We Did
- Craft-led video. Workshop Reels showing timber selection, joinery and finishing — giving buyers a reason to pay for quality rather than chase the lowest price.
- Qualifying WhatsApp flow. Leads chose the room, budget band and move-in timeline before receiving a catalogue; hot leads were called within the hour.
- Visit-first offer. Instead of a discount, a free home-measurement and design consultation booked during the showroom visit.
- Google Search for high intent. Campaigns on "teak wood bed [city]" and "furniture showroom near me", plus Google Maps visibility with directions and showroom photos.
- Closed-loop tracking. Every lead got a WhatsApp ID that the showroom team marked as visited and sold, so cost per sale could be calculated by campaign.
Results (90 Days)
| Metric | Before | After 90 days |
|---|---|---|
| Monthly ad spend | ₹75,000 | ₹75,000 |
| Cost per lead | ₹650 | ₹380 |
| Leads per month | 115 | 197 |
| Qualified-lead share | 20% | 35% |
| Showroom visits from ads | 12 | 34 |
| Sales from ads | 4 | 10 |
| Revenue from ads | ₹3.4 lakh | ₹8.5 lakh |
| Return on ad spend | 4.5x | 11.3x |
What Made the Difference
Optimising for the showroom visit, not the lead. Furniture is bought after people touch and sit on it. Filtering price-shoppers early and giving serious buyers a reason to visit lifted sales even though total leads grew only modestly.
FAQs
Qualify leads before sharing prices, then give serious buyers a reason to visit — such as a free measurement or design consultation — instead of a discount. Keep Google Maps directions and photos current.