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Meta Ads case study
Icon Cabinet Meta Ads Case Study
Icon Cabinet, a kitchen cabinet retailer serving the Atlanta metro area, engaged LeadGulls to generate homeowner leads through Meta advertising across their core product and service categories.
Campaigns were structured by audience and service type — general, location, kitchen cabinet demog, cabinets, renovation, construction, and broad — with multiple ad set variations per category to allow budget allocation based on actual lead cost rather than blended averages. Creative formats including Instagram placements, discount offers, and partner-led messaging were tested alongside standard formats to identify the most efficient path to conversion.
The top performing ad sets were concentrated in the general and kitchen cabinet demog categories. The leading general ad set delivered 213 website leads at $45.62 CPL across 63,837 in reach, while the kitchen cabinet demog ad set produced 192 leads at $38.61 CPL across 60,581 in reach — making it the most cost-efficient ad set in the cabinet-specific category. The cabinets ad set contributed an additional 169 leads at $43.37 CPL across 48,065 in reach.
The construction and renovation categories showed strong volume at competitive costs, with one construction ad set delivering 111 leads at $43.09 CPL across 60,437 in reach, and the renovation demog ad set generating 136 leads at $33.31 CPL — among the lowest CPLs recorded across the account.
The Instagram Post ad set stood out as a cost-efficient messaging format, producing 159 messaging conversations at $23.23 per result across 37,802 in reach, suggesting strong creative-audience fit for that placement.
Lower-performing ad sets including Profit, JINGLE, and Custom Audiences showed elevated CPLs ranging from $59.94 to $79.19 and were paused after failing to reach sufficient conversion volume at acceptable cost thresholds.
Total spend across all ad sets: ~$100,000+. Best performing ad set CPL: sub-$34.