$107,460 in revenue at 618% ROMI for a granite countertop store in the US
Updated:
The task
A granite and quartz countertop store in Indianapolis, Indiana. It needed buyers from the local market — people renovating their kitchen and choosing a countertop. The average ticket is about $2,000.
We counted sales, not leads: how many people from the ads went on to buy and how much revenue every ad dollar brought.
What we did
For five months, from September 2023 to January 2024, we ran Meta ads targeting Indianapolis residents. Contacts came in three ways.
Messenger conversations. Ads led to Facebook Messenger. In the chat we collected a phone number and passed it to the store’s sales managers — they called back and closed the sale.
Phone number right on the banner. We put the store’s number on the creative — people called straight away, with no chat or form.
Facebook lead form. It brought leads too, but they were colder than those from chats and calls.
Creatives. We tested dozens of formats. The simplest one converted best.
We tracked the funnel to the end: not just leads, but buyers, average ticket and revenue.
Results
- Ad budget — $14,977
- Leads — 292 (~$51 per lead)
- Buyers — 54
- Average ticket — $1,990
- Revenue — $107,460
- ROMI — 618%
Insights
- Lead to buyer — 18.5% (54 of 292): almost one in five people who left a contact made a purchase.
- The warmest contacts came from channels with a live conversation — chat and phone calls. The lead form is easier for the person, but its leads are colder.
- Out of dozens of creative formats, the simplest one sold best.
- A buyer cost ~$277 at a $1,990 ticket — ads take about 14% of the ticket; every dollar invested returned ~$7.2 in revenue.
- The 618% ROMI held for all five months, not as a short spike.
