01
CRM & WhatsApp Automation
Meta enquiries decay fastest. Immediate acknowledgement and a named owner are what stop them going cold.
See the system
Demand generation
Meta Ads That Create Project Enquiries, Not Just Cheap Form Fills.
Facebook and Instagram are where homeowners see interiors before they start searching for them. Used properly, that is the earliest and cheapest point to enter the decision. Used carelessly, it is the fastest way to collect phone numbers nobody wanted.
What it is and why it matters
Meta Advertising Is Demand Creation, Not Demand Capture.
Google captures people who have already decided they need something and are looking for it. Meta reaches people before that — while they are scrolling, seeing a kitchen they like, and forming the thought that theirs could look like that.
For interior businesses that distinction matters more than in almost any other category, for one reason: this is a visual purchase. A homeowner cannot evaluate a designer from a description. They evaluate rooms. Meta is a feed of rooms.
Why so many interior businesses get disappointing results
The platform optimises for whatever you tell it to optimise for. Ask for the cheapest lead and it will find, with impressive efficiency, the people most willing to submit a form and least likely to commission a project. The campaign is not broken — it is doing exactly what it was instructed to do.
The other common failure
Instant Forms with a name and phone field produce a very low cost per lead and a very low quality of lead, because the homeowner has invested nothing. There is a place for them, but not without qualification questions and not as the default.
How our system works
How We Structure Meta Campaigns for Interior Businesses.
01
Separate the intent stages
Homeowners who have never heard of you, those who engaged with your work, and those who visited a page and left are three different audiences. Running them as one campaign lets the cheapest audience absorb the budget while the most valuable one is underserved.
What changes: spend is allocated by how close someone is to enquiring.
02
Creative built from your own completed work
Real rooms you have delivered, shown at a size and quality where a homeowner can judge the finish. Not stock imagery, not brand statements, not a logo on a gradient.
What changes: the ad does the job a portfolio does.
03
Locality and property-stage targeting
Targeting built around where you can actually deliver and where interior demand is being created — new possessions, recent moves, renovation activity — rather than a broad interest in home decor.
What changes: you stop paying to reach people outside your delivery radius.
04
Qualification inside the ad experience
Whether the enquiry comes through an Instant Form or a landing page, it asks the questions your sales team needs. Fewer leads, materially more of them worth calling.
What changes: cost per lead rises, cost per qualified lead falls.
05
Immediate handoff to follow-up
Enquiries reach a named owner with an acknowledgement sent immediately. Meta leads decay faster than any other source — a homeowner who filled a form while scrolling has forgotten by the next morning.
What changes: response happens in minutes, not the following afternoon.
06
Optimise toward qualified, not cheap
Send the qualification outcome back to Meta as the conversion signal, so the platform learns to find people like the ones who actually became consultations.
What changes: the algorithm starts optimising for your business, not for form fills.
Scope
What Meta Ads Management Includes.
Included
- Account, pixel and Conversions API setup or audit
- Campaign structure, audiences and budget allocation
- Ad copy written for interior project intent
- Creative direction and assembly from your project photography
- Instant Form or landing page build, with qualification questions
- Retargeting and audience exclusion setup
- Ongoing testing, optimisation and budget management
- Reporting on qualified leads and cost per qualified lead
Not included
- Advertising media spend — paid by you directly to Meta
- Professional photography or videography of your projects
- Organic social media posting and community management
- Influencer or collaboration arrangements
- Any guarantee of lead volume, cost per lead or conversion rate
What we ask you to prepare
- Photographs of at least six to eight completed projects
- Admin access to your Facebook Page and Business Manager
- Your service areas and realistic delivery radius
- A named person who can respond to enquiries within a few hours
- A monthly media budget you are comfortable sustaining for a meaningful test
How we measure it
What We Report On.
Cost per lead is reported, but it is never the number we optimise toward.
Cost Per Lead
Reported for context. On its own it rewards exactly the wrong behaviour in this category.
Qualified Lead Rate
The share of enquiries matching your service area, project type and budget range. The primary quality signal.
Cost Per Qualified Lead
What you actually pay for an enquiry worth calling. The number we optimise against.
Consultation Bookings
How many enquiries became a design consultation or site visit.
Lead Response Time
Tracked because Meta enquiries decay faster than any other source.
Creative Performance
Which projects and room types actually produce enquiries — which usually reshapes what gets photographed next.
Questions
Meta Ads Questions.
Instant Forms or a landing page — which is better?
They serve different purposes. Instant Forms produce more leads at lower cost with lower intent, because the homeowner never left the app. Landing pages produce fewer, better-informed enquiries because the person chose to click through and look at your work. We often run both and compare them on cost per qualified lead rather than cost per lead, which frequently reverses the apparent winner.
How much creative do you need from us?
Enough to keep testing. Meta fatigues creative quickly, and in this category the creative is the offer — a better photograph outperforms better copy almost every time. As a rough starting point, images from six to eight distinct completed projects gives room to find what works. After the first month the data usually tells you exactly which room types to photograph next.
Will our ads reach people who cannot afford us?
Some, always — Meta does not know anyone's budget. What reduces it is the combination of creative that visibly signals your level of work, locality targeting, and qualification questions that filter before an enquiry reaches your team. Trying to solve it purely with targeting rarely works; solving it at the qualification stage does.
Should we also run ads on Instagram specifically?
Instagram placements are part of the same Meta campaign, so it is not a separate decision in the way people often assume. In this category Instagram usually takes a large share of the delivery because the format suits interior imagery. What we do watch is whether the enquiries from each placement behave differently on quality — sometimes they do.
What budget do we need to start?
We will not quote a figure before seeing your market and average project value, because it would be a guess dressed as advice. The honest framing is this: the budget needs to generate enough qualified enquiries per month for the data to mean something, and enough consultations to justify the effort. The growth calculator on this site lets you work backwards from your own numbers, and we will do that with you in the audit.
Works with
Meta Ads Rarely Works Alone.
Advertising creates the enquiry. These are what determine whether it becomes a project.
02
Conversion Tracking
Sending qualified-lead events back to Meta is what teaches the platform to find better people.
How tracking works
03
Website & Landing Pages
Where click-through campaigns send traffic — and where most of the quality difference is made.
See the approach
Let's Review Your Meta Account.
If you are already running ads, the audit includes a look at your account structure, targeting and lead quality — at no cost.