- Meta Ads
- examples
- method
Facebook Ads campaign example: a real campaign, from first idea to the numbers
A real Facebook Ads campaign example for a joinery business: the structure, the three audiences tested, the budget, and the 193 quote requests it brought in.
Published on · Joh · 5 min read
The Facebook Ads campaign examples you find online usually show an ad, rarely the whole campaign with its budget and results. Here is a real one, run for a joinery business that sells to consumers, with the numbers as they came out of the ad account.
The starting point
A joinery business with an average basket of around €4,000. High enough for a quote request to be worth several tens of euros, low enough that customers don't take months to decide. The goal was simple: quote requests every week, within the service area.
The structure: three hypotheses at once
Rather than betting on a single targeting option, three ad sets ran in parallel from day one, with the same creatives. Each one tested a different idea of who would ask for a quote:
- The local area: every household in the area, with no other filter. The creatives do the sorting.
- Interests: people Meta associates with home and renovation.
- A lookalike of customers: profiles close to a list of existing customers.
The results
| Audience | Enquiries | Cost per enquiry |
|---|---|---|
| Local area | 94 | €31.40 |
| Interests | 61 | €36.72 |
| Lookalike of customers | 38 | €34.42 |
| Total, two months | 193 | €33.68 |
€6,500 of advertising, 193 quote requests. One request costs less than 1% of the average basket. Two jobs signed at the average basket cover the total spend in revenue.
What this example teaches
The most "targeted" audience wasn't the best. Interests looked like the most precise option. It was the most expensive. Without the parallel test, you could have bet everything on it.
No audience was bad. €31 to €37 per request: the gap is reasonable. The test is there to find the best one, not to rule out a disaster.
The creative does most of the work. The same videos ran everywhere. They are what separates interested people from the rest, especially in the widest audience.
What the example doesn't say
The client did not share the number of signed jobs. I don't make it up, and I don't guess it from a "usual" rate. The volume and cost of enquiries are already useful for judging whether the approach would work in your trade. The full case, with the account screenshot.
And for your business?
The structure carries over: several hypotheses in parallel, the same creatives, judged on the cost of an enquiry and then of a customer. What changes is your basket, your margin and your area, and so the budget that makes sense. How much budget for Meta Ads.
Further reading: A/B testing Facebook Ads and structuring a Meta campaign for appointments.
Want a campaign built on your numbers? Book a 30-minute call.