Initial Data
Problem: High cost per lead (Instagram Direct messages)
Goal: Reduce the cost per lead and increase sales
Objectives
- Lower the cost per lead
- Optimize audiences and creatives
- Improve advertising budget efficiency
Data Analysis
Audience: Kyiv residents aged 20–45 (65% male, 35% female)
Competitors: Local flower shops running aggressive ads on Facebook and Instagram
Tools: Adheart for creative and audience analysis
Promotion Stages
Audit & Research
We conducted a full audit of the advertising account and previous campaigns. The analysis revealed duplicated audiences and a lack of campaign structure, which caused budget inefficiencies. This helped us identify errors that needed to be corrected to improve performance.
We tested different audience types, including interest-based groups (such as holidays, gifts, and romance), lookalike audiences from the client’s database, and basic demographic targeting. This allowed us to determine which segments provided a lower CPL and stronger engagement.
Two campaign objectives were compared — “Messages” vs. “Sales.” The tests showed that optimizing for messages generated more conversions at a lower cost.
We also tested various creative formats, including videos showcasing bouquet assembly, static product photos, and carousel ads with multiple arrangements. Results showed that video was most effective for attention-grabbing, while static visuals drove quick purchasing decisions.
Strategy Development
A key challenge of the project was that the client’s product catalog and pricing changed on a weekly basis. Based on test results, we identified four audiences that delivered consistently good outcomes, defined the optimal campaign objective, and selected the most effective creative concepts and formats.
Campaign Setup
Each week, we launched new campaigns optimized for sales, focusing on driving targeted messages to ensure a high volume of qualified leads. Ads were shown across four selected audiences, with campaign-level budget optimization allowing Meta to automatically allocate spend to the top-performing segments. For each ad group, we prepared 3–5 creatives (photos and videos) to address different user behaviors and maximize CTR.
Optimization & Scaling
Within the first 2–3 days of each launch, we evaluated which audiences delivered the lowest CPA and the highest number of leads. Underperforming segments were paused, while the budget was redirected toward the most efficient ones. Interestingly, the “winning” audiences shifted almost weekly, influenced by changing product assortments and seasonal offers.
Results of Instagram Flower Shop Advertising
The comparison between summer 2024 and summer 2025 demonstrated strong performance improvements.
- Cost per lead dropped from $7.87 in 2024
- to $4,84 in 2025
Over the course of three months, the client received more than 1,600 new inquiries, while the average CPC reached only $0.54, demonstrating the effectiveness of the optimization process.
Additionally, the advertising budget increased by nearly 20% — from $6,565 to $7,859 — reflecting the client’s confidence in the strategy and their willingness to scale further. This comprehensive approach to testing objectives, audiences, and creatives helped maintain a stable flow of new customers while simultaneously reducing acquisition costs.
Business Impact
- Stable growth in lead volume at a reduced cost
- Predictable budgeting and scalability
- Increased brand awareness among Kyiv residents
Conclusion
Through a comprehensive approach, we successfully reduced the cost per lead by 38.5%, while maintaining a steady flow of new clients. Continuous testing of objectives, creatives, and budget strategies enabled us to adapt quickly to audience behavior and allocate resources only to high-performing segments. Leveraging diverse creative formats — videos, static images, and carousels — helped reach a broader audience and boost engagement. As a result, the client achieved not only lower CPL but also growth in orders and greater trust in their brand.
