Delivered 8X ROAS

for a Premium Modular Kitchen Manufacturer

Current Numbers / Results / Achievements

Leads Generated

2,516

ROAS Achieved

8x

Overview

This case study highlights the efforts to drive online sales and generate high-quality leads for a leading manufacturer of architectural modular kitchens and furniture, based in Maharashtra. The company aimed to leverage digital marketing to increase their revenue from online sources, focusing on obtaining a high Return on Advertising Spend (ROAS).

Targets / Objectives

The goal was to achieve a minimum 5x ROAS and generate high-quality leads for modular kitchens, specifically targeting customers with higher purchasing power. The company sought to establish a significant share of its revenue through online channels.

 

Challenges Faced

  • Broad Audience Targeting: Previous campaigns used an overly broad target audience, ranging from 18 to 65+, which didn’t align with the ideal customer base for high-end modular kitchens.
  • Ineffective Ad Formats: Static creatives and limited geographical targeting resulted in low-quality leads and minimal conversions, particularly on Facebook.
  • Limited Use of Google Ads Formats: The company relied only on Google Search Ads, missing out on YouTube Ads and Display Ads to enhance brand visibility.

 

Our Solution (Marketing Strategy)

To address these issues and improve lead generation and sales, a comprehensive digital marketing strategy was developed and implemented:

  • Landing Page Development: A dedicated landing page was designed and developed for all campaigns to enhance lead quality and conversion rates.
  • Facebook Ads Optimization: We refined the target audience to focus on individuals aged 28 to 55+ with a higher purchasing capacity, considering the modular kitchen’s starting price. Static and video ads were created showcasing modular kitchen designs, USPs, and price ranges. Interest-based targeting was utilized, including real estate, home decor, kitchen renovation, and marriage-related demographics.
  • Google Ads Expansion: The Google Ads strategy was revised to include YouTube Ads, Display Ads, and expanded geographical targeting across Thane, Mumbai, Navi Mumbai, and Pune. The age group was also refined to 30 to 55+ years to target a more relevant audience.

Target Customer

The target customers were individuals aged 30 to 55+ years interested in home renovation, modular kitchens, and home decor. The campaigns focused on locations including Thane, Mumbai, Navi Mumbai, and Pune.

Challenges in Execution

  • Limited Visual Content: Initially, there were limited testimonials and images available for content creation, which impacted the development of compelling creatives for social media and ads.
  • Price Adjustments: The price of the product increased from ₹1.5 lacs to ₹3 lacs during the campaign, which required adjustments in the advertising strategy and messaging.
  • Delayed Feedback: Regular feedback was not consistently provided, which created challenges in implementing suggested improvements for the campaigns.

Services Provided by Paarami

Promkraft received the following services from us:-

Duration of the Project

The project spanned 10 months, during which ongoing optimization and campaign improvements were made to achieve the desired results.

Testimonials