Case Study · Meta Ads
La Imperial Furniture
Turning scrolls into customer conversations.
The challenge.
La Imperial Furniture is a family furniture store whose customers don't fill out contact forms — they send a WhatsApp message and expect a human answer. The goal was never clicks or likes: it was real conversations with people ready to buy furniture, on a small-business budget where every dollar has to justify itself.
It also meant rebuilding the brand's image in the feed: before working with us their ads didn't reflect the quality of the store. We recovered that image and built a stronger one — polished, professional creative that looks like a brand people can trust — with reporting honest enough to show the bad weeks as clearly as the good ones.
What we did.
Conversation-first campaigns. Every campaign is optimized for WhatsApp conversations — the metric that actually ends in a sale for this business — with Meta's budget allocation working across a rotation of video and carousel creatives so the account never depends on a single ad.
A concept, not just offers. In July we evolved the account from discount-led ads to "Más Que Muebles" ("More Than Furniture") — a service-and-family story that immediately produced the campaign's best click-through rate and its cheapest clicks.
Creative freshness as a discipline. The data showed exactly when audiences tired of repeated creative — so rotation is planned, measured by frequency, and refreshed before performance drops, not after.
Video does the heavy lifting. In the account’s most efficient month, Meta allocated 94% of ad delivery to video creative — and video generated 100% of the customer conversations. That’s not a guess: it’s what the platform’s own optimization decided when given good material to work with.
Share of ad delivery in the account's most efficient month — video produced 100% of the conversations
Dated monthly reports. Every month the client receives a plain-language report: what ran, what it cost, what it produced, and what changes next month — the same reports these numbers come from.
The results.
Of continuous campaign management — six months and ongoing, reported every month.
Average cost per customer conversation across the whole period.
Click-through rate improvement from the account's lowest month to its best, driven by fresh creative.
Drop in cost per conversation after the creative refresh — the account's most efficient month.
Drop in cost per click in the best month versus the month before — the account’s cheapest clicks so far.
Click-through rate of the account’s best-performing creative — roughly double the furniture-industry benchmark on Meta.
Ad quality measured by the audience — best month after the creative refresh
Meta benchmark for furniture retail: ~0.7–0.9% CTR
Industry averages for furniture lead campaigns on Meta (2025 study) vs. this account
Percentages and averages from the client's Meta Ads account across the first four campaign cycles, as delivered in Indexia Digital™'s dated monthly reports. Industry averages from WordStream's 2025 Facebook Ads benchmarks (furniture, lead campaigns). Results vary by industry, budget and market; no outcome is guaranteed.
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