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American Quartz and Granite Meta Ads Case Study
American Quartz and Granite, a countertop and cabinet retailer serving the Virginia area, engaged LeadGulls to generate homeowner leads through Meta advertising across their core product and service categories.
Campaigns were structured by service type — renovation, kitchen cabinets and countertops, broad audiences, and location — with multiple ad sets per category to allow budget allocation based on actual lead cost rather than blended averages. Messaging variations, audience segmentation, and placement types were tested extensively across ad sets to identify the most efficient path to conversion.
The top performing ad sets were concentrated in the renovation and broad categories. The reno ad set led all campaigns with 12 website leads at $37.35 CPL across 12,812 impressions, while the brd-Copy and brd ad sets contributed a combined 18 website leads at an average CPL of approximately $42.97, reaching over 16,500 impressions combined.
The kitchen cabinets and countertops category was tested across multiple ad set variations, collectively generating leads in the $27.53 to $81.79 CPL range — with the lowest-cost variation delivering 2 leads at $27.53 CPL, indicating room for consolidation around that creative and audience approach.
Higher-cost and lower-volume ad sets including Instagram Post, LOOKALIKE, and standalone location and audience sets were paused or turned off after failing to generate sufficient conversion volume at acceptable cost thresholds.
Total spend across all ad sets: ~$3,600. Best performing ad set CPL: sub-$38.