Case study: how to sell a custom furniture creation service

[sumaiyakhatun27]

For example, let's take an average of 1%. Out of 100 users who visit our site, one will leave a request. It turns out that 100 clicks to the site will cost $15. But if you start with an advertising budget of $5, and you have these metrics, then you will have to run ads for three days to feel at least something.

Yes, the indicators can "float". CTR depends on how your creative matches the audience. CPM depends on how competitive the audience is, how accurate the target is. For this, you need to run advertising with a test budget to get a more or less stable result, and then predict the budget for yourself. Your budget plays an important role in the context of the speed of obtaining results

efficiency budget

Based on this test, you will be able to make a rough plan and understand the KPIs.

Let's say you plan to get 100 leads. You need to multiply 100 by 15 to get your budget – usa rcs data $1,500. I would add another 20% for errors, testing, and failures. In my practice, I also calculate the marginal cost of a lead from the margin.

And then comes the launch of advertising, where, for example, you can see that you need applications not for $15, but for $3. As soon as you notice the high cost, you can restart, optimize, etc. But at the same time, you remain within the KPI framework and work with a budget that includes +20% for expenses.

Unfortunately, some companies work on the principle: there is $200-300 and do with it what you want. If you can show the result even with this budget, justifying at each stage what and how much it costs, then I am sure that the manager can increase the costs to multiply the result. But without a test, it is quite difficult to get good indicators.


The client with the "Custom Furniture" service came during the holidays, when he had no orders at all. This topic is profitable because there is "word of mouth" there, good specialists always have work and are not worried about promoting their services.

In my case, the master worked alone, and his budget for promotion was from the “how much is available” option, or rather, to invest in $5 per day. Of course, the master did not have a website with a normal landing page. And processing leads from the outside was also very problematic, because the period for making a purchase decision lasted for 21 days.