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Targeted advertising for the KeramHall tile and plumbing store chain

How to reduce the cost of a click by 37%, increase reach by 83%, and increase the number of purchases by 38% in just 3 months

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Input data

Client: a chain of tile, porcelain stoneware, and plumbing stores in Kyiv and Ternopil.

Timing: 3 months.

Team: project, targetologist, designer, proofreader.

Problems: high competition in the tile and plumbing niche, long decision-making cycle before purchasing.

Tasks:

increase the reach of the target audience;

attract interested users to the site;

stimulate the growth of the number of purchases;

optimize advertising campaigns to reduce the cost of a click;

increase brand awareness and scale the results.

List of works

We defined the main goal, namely to increase reach to increase brand awareness and attract the target audience to the site for further interaction with the assortment.

We created a series of static banners and video ads with an emphasis on promotional offers, popular collections, and company benefits. Particular attention was paid to visuals and price offers.

We launched several types of campaigns: reach – for brand awareness, traffic – to attract users to the site, messages and conversions – to receive calls and purchases.

We used segmentation by interests, user behavior, and interaction with the site. We also launched retargeting for an audience that had already contacted the brand.

We regularly adjusted budgets, advertisements, and audiences. The budget was redistributed to the most effective campaigns to increase reach and reduce the cost per click.

We scaled priority campaigns by increasing the budget and expanding audiences. This allowed an increase in the reach, the number of transitions to the site, and purchases.

Results

During the promotion period of the KeramHall store chain with the help of Meta Ads, it was possible to reach 438,266 users and receive 1,411,089 advertising impressions. Advertising campaigns provided 6,046 clicks and 1,278 views of the site's landing pages. 17 inquiries were also received via messages, and 4 purchases on the site. The total advertising budget in the first month was 25,961 UAH.

The total advertising budget in the second month was UAH 25,449.89. The best result in terms of traffic was shown by the campaign to promote stores in Kyiv, which provided 1,604 clicks and 743 views of the landing page.

In the third month, with an advertising budget of 27,973.45 UAH, it was possible to increase the reach by 83%, increase the number of purchases by 38%, and reduce the cost of a click by 37%. The most effective campaign was the one targeting traffic to stores in Kyiv, which generated 2,529 clicks and 1,283 landing page conversions.

Results

Conclusions

The integrated use of reach, traffic, messaging, and conversion advertising campaigns significantly increased brand awareness and attracted a new audience. Through continuous campaign optimization, precise audience targeting, and scaling of high-performing campaigns, we increased reach, improved traffic quality, and drove more purchases without significantly increasing the advertising budget.

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