Comprehensive lead generation through targeted advertising in Meta Ads

"Vikna Novi" is a major Ukrainian manufacturer of UPVC windows and door structures with its own high-tech production facility. The products cater to both a dealer network and end retail buyers (B2C segment) who require end-to-end solutions: from fabrication to installation and warranty service.

At the launch of the campaign during the peak construction season, the company faced an intensely overheated auction environment in Meta Ads. The factory had to compete not only with other major manufacturers but also with hundreds of small local dealers. Traditional ad combinations and creatives burnt out rapidly (due to the "banner blindness" effect), leading to a sharp increase in cost per lead (CPL) for free measurement requests and causing inefficient ad budget spending.

Niche Specifics:

• High Competition and Seasonality: in the summer-autumn period, the market is saturated with offers, causing the cost per click and cost per lead in Meta Ads to spike daily.

• Complex Product Selection: customers rarely buy windows spontaneously. They require individual price estimations, consultations regarding energy efficiency, and high brand trust, as the average check is quite high.

1. Maximizing Retail Orders: secure a stable and large-scale influx of requests for free measurement visits and construction cost calculations during the peak season.
2. Optimizing and Maintaining Cost Per Lead (CPL): break through the "banner blindness" of the competitive market and reduce the cost of acquiring potential customers.
3. Diversifying Entry Points: engage the audience at different stages of purchase readiness by offering convenient communication channels.
4. Scaling Business Performance: increase the volume of the factory's net sales in the retail segment without losing ad investment profitability.

To execute the project, a comprehensive approach was adopted, focusing on the diversification of conversion channels and automated creative testing:

• Diversification of Entry Points (Multi-tier Funnel): instead of routing all traffic solely to the website, we deployed a agile conversion ecosystem:

  • Website (Price Calculator): for users wishing to calculate budgets independently.

  • Lead Forms (Instant Forms): for fast contact data collection for a free measurement visit.

  • Messaging Campaigns (Meta Direct): for "warm" customers who need an immediate consultation before making a decision.

• AI-Generated Content & Dynamic Creative Testing: leveraging artificial intelligence tools, a massive database of unique graphic and video assets was generated. The creatives targeted precise audience triggers: energy efficiency and heating cost savings, soundproofing for urban apartments, along with swift and clean installation.

• Automated Budget Allocation: we initiated continuous split-testing of hypotheses. The system automatically shifted the advertising budget to the combinations (forms, messages, or website) that delivered the lowest cost and most qualified leads on any given day or week.

• Sales Team Synchronization: we established instant lead transfer from Lead Forms and the website to the order management system. This enabled sales representatives to contact hot prospects within 5–15 minutes, while inbound chats in Direct were utilized to efficiently nurture users who hesitated over configuration options.

Thanks to the implementation of the multi-tier strategy and dynamic creative scaling during the peak season, the following metrics were achieved:

• 650% — Average Return on Ad Spend (ROAS)

• x3 — Growth in retail sales volume during the peak season

• 100% — Overcoming "banner blindness" due to automated AI-creative rotation

The case study of the "Vikna Novi" factory demonstrates that in overheated and highly competitive B2C e-commerce markets, the default approach of "simply running ads to a website" no longer maximizes potential. Success during peak seasons is driven by format flexibility (Website, Lead Forms, Messages) and the adoption of modern automation and AI technologies for content generation. Splitting entry points addresses customer needs at various stages of purchase readiness, optimizes sales team workloads, and transforms ad spend into steady 3x net business growth.