Case Study: 5.45x ROAS for Home Décor Retailer in South Africa
An established South African home décor retailer specialising in curtains, blinds, and soft furnishings.
Despite strong brand recognition and a quality product offering, the business was relying on foot traffic and word of mouth to drive sales — with no reliable digital system generating qualified leads or booked consultations at scale.
The challenge was building a predictable online lead pipeline that could consistently attract homeowners actively looking to renovate or redecorate, and convert them into paying customers at a profitable cost per acquisition.
Methodology
We deployed the LeadMachine a full-funnel digital marketing system combining paid search, social advertising, conversion-optimised landing pages, and automated lead follow-up.
Targeting was focused on homeowners in key metro areas with demonstrated purchase intent around home improvement and interior decoration, capturing prospects at the moment they were actively searching for solutions.
Process
From 2024 through to present, a total ad spend of R341,736.54 was deployed across Google Search and Meta platforms.
Campaigns were continuously refined based on lead quality data, landing page conversion rates, and downstream sales performance shifting budget toward the audiences, keywords, and creatives producing the lowest cost per qualified lead and the highest close rate.
The funnel was supported by automated WhatsApp and email follow-up sequences integrated into the CRM, ensuring leads were contacted quickly and nurtured through to consultation booking without relying on manual outreach.
Achievements
- Total Ad Spend: R341,736.54 invested across Google and Meta
- Impressions: 814,730 targeted impressions delivered
- Clicks: 38,527 at a 4.73% click-through rate
- Leads Generated: 445 qualified homeowner leads at R767.95 CPL
- Sales Achieved: 39 confirmed sales at a R8,762.48 cost per acquisition
- Revenue Generated: R1,861,400.00 in attributed revenue
- Return on Ad Spend: 5.45x — R5.45 returned for every R1 spent
- Lead-to-Sale Conversion Rate: 8.76%, reflecting strong lead quality and sales process
Takeaway
This case study demonstrates how a traditional retail business with a strong product can unlock consistent, scalable revenue through a structured digital lead generation system.
By pairing intent-based search advertising with a conversion-focused funnel and automated lead nurturing, Curtain City moved from relying on passive foot traffic to owning a predictable online sales pipeline generating over R1.8 million in revenue from a single, continuously optimised campaign.
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