01
High-ticket custom work makes lead generation unforgiving. The audience is narrow — people renovating or building right now, in the right region — and it burns out fast: the same creative shown to the same market gets more expensive every week. A campaign that performs in month one is worthless if it collapses in month four.
Black Ops ran the account as a permanent testing loop rather than a set-and-forget campaign. Cold lead forms with CBO, new creative angles and audiences tested in waves, budget pulled out of anything that drifted and pushed into the winners, campaigns deliberately paused in quiet months instead of burning spend, and formats refreshed — most recently a carousel — the moment fatigue showed up in the numbers.
Qualified requests
162
Over 17 months
Cost per lead
€26
Best campaign at €16.13
Ad spend
€4,222
Scaled without losing efficiency
02
Over seventeen months the account produced 162 qualified requests on €4,222 in ad spend — an average of €26 per lead for a product that sells in the thousands. The winning-ads campaign carried the largest budget of all (€1,092) and still delivered 47 leads at €23.24, below the account average: proof that the scaling did not come at the cost of efficiency. The best single campaign landed leads at €16.13.
The interesting part of this case is not a single number but the durability. Most lead campaigns in custom interiors work for a quarter and then quietly die. This one kept running for well over a year because every wave was tested, cut or scaled on its own merits — and because we were willing to switch the account off in the months where the market was not buying.
Next projects.
(2016-25©)
