Challenge
Mattress Today wanted to scale walk-in demand for its Conroe store through Meta without wasting budget on broad awareness alone. The real objective was to generate high-intent local leads, move shoppers from social platforms into direct conversation, and turn online interest into measurable in-store footfall.
Strategy / what we did
Built a mixed-funnel Meta structure
We combined Lead Form campaigns with Click-to-Message ads so Mattress Today could capture both direct lead submissions and immediate buyer conversations from social traffic.
Made the offer locally compelling
Creative and targeting were designed around nearby high-intent buyers, discount-led messaging, and a distinctive brand mascot that improved recall and differentiated the ads visually.
- Launched mixed-funnel Meta campaigns using Lead Forms and Click-to-Message ads.
- Built local audience targeting around high-intent mattress buyers near Conroe.
- Used discount-driven creatives to trigger faster action from ready-to-buy shoppers.
- Introduced a custom brand mascot to improve recall and creative differentiation.
Execution breakdown
Audience and funnel planning
Campaigns were structured to reach nearby buyers with strong purchase intent, then move them into either direct lead capture or active message conversations.
Creative built for fast response
Offer-led visuals, local cues, and the custom mascot helped the ads stand out in-feed and gave buyers a clearer reason to respond immediately.
Cost efficiency through iteration
As performance data came in, the campaigns were refined around lower cost per messaging conversation, stronger lead quality, and better store-visit intent.
Key metrics / outcomes
The final Meta setup gave Mattress Today a scalable local acquisition engine. Instead of relying on passive reach, the campaigns consistently generated qualified local leads, reduced acquisition cost sharply, and supported stronger footfall into the store.
- Reduced cost per lead by roughly 75 percent, from around 12 to 13 dollars down to about 3 to 4 dollars.
- Generated 100 to 200 qualified store-visit leads every month on a consistent basis.
- Improved walk-in conversion by bringing in stronger local buyer intent from Meta.
- Turned Meta into a direct driver of in-store traffic rather than just top-of-funnel visibility.
Timeline / deliverables
How the work was structured
Audience and objective mapping
Defined the local Conroe audiences most likely to buy soon and aligned campaigns around store-visit lead generation rather than generic awareness alone.
Campaign and creative launch
Launched Lead Form and Click-to-Message campaigns with local targeting, discount-driven creative, and a recognizable mascot to improve response rate.
Optimisation and CPL reduction
Refined targeting, creative, and messaging flow continuously to cut cost per lead, increase messaging conversations, and support stronger walk-in intent.
Core deliverables
Everything was designed to turn local Meta demand into real showroom traffic without wasting spend on low-intent users.
Lead Form and Click-to-Message setup
Mixed-funnel structure captured both direct lead submissions and immediate purchase conversations.
Local high-intent audience focus
Audience delivery prioritized nearby buyers most likely to visit the Conroe store.
Offer-led ads with mascot differentiation
Discount-led creative and a custom brand mascot improved recall and response inside the feed.
Proof / dashboard snapshot
Before optimisation
The earlier snapshot shows the account at a much weaker efficiency point, with 8 messaging conversations started, a cost per messaging conversation of $13.05, and $104.38 spent.
After optimisation
The later snapshot shows the turnaround clearly: 21 messaging conversations started, a reduced cost per messaging conversation of $3.68, and lower spend at $77.38.
The before-and-after proof shows a dramatic drop in conversation cost while still increasing meaningful lead volume.
Messaging conversations increased from 8 to 21, showing stronger engagement from buyers likely to visit the store.
The account moved from expensive, lower-volume results to a repeatable Meta engine that could drive more in-store intent at a lower cost.