Smartstone
Client
Smartsone
Services
Optimising Facebook & Instagram Ads
Year
2018 -2021
Smartstone is a premium supplier of quartz surfaces for kitchens, bathrooms, and commercial interiors across Australia. With a focus on innovation and design, Smartstone relies heavily on brand visibility, online engagement, and showroom traffic to convert interest into real-world visits and sales.
Background & Challenge
This case study stands out as a continuing success story and a clear demonstration of how a deep audit can uncover marketing inefficiencies and pave the way for significant performance improvements.
We conducted a full audit of Smartstone’s digital and social channels and uncovered several major issues:
- Facebook Pixel was only partially implemented
- Only 1 of 3 key Google Analytics goal conversions was properly tracking
- Ads were being run with a single objective: Traffic, with no retargeting strategy in place
- No reporting or optimisation was being performed for extended periods
- Cost per 1,000 Impressions (CPM) averaged at $7.33 with a unique reach of 501,268
Their existing agency at the time, based in Melbourne, was underutilising the platform’s capabilities—leaving Smartstone’s Facebook Ads stagnant and inefficient.
Strategy & Execution
We implemented a multi-layered campaign structure using Reach, Frequency, Traffic, and Retargeting Ads, alongside robust tracking improvements.
Key Optimisations:
- Implemented full Facebook Pixel tracking
- Set up accurate Google Analytics Goals across form submissions and key user interactions
- Introduced retargeting ads to nurture warm audiences
- Shifted strategy to include Reach and Frequency campaigns to increase brand visibility cost-effectively
Results
The changes led to dramatic improvements in performance:
- 50% reduction in CPM – from $7.33 down to $3.70
- 224% increase in Impressions, with an ad spend increase of just 64%
- Reach grew to 1,489,954 – an increase of 197.24% over the previous period
- Retargeting ads CTR reached 1.95%, significantly higher than industry averages
Deeper Impact
Beyond metrics, the improved campaign structure enabled:
- More showroom visits, directly influenced by ad traffic
- Better lead tracking through enhanced conversion tracking
- Increased collaboration with Smartstone’s customer service team, who now follow up showroom visits with email summaries and conduct mini surveys for improved customer understanding
Conclusion
Smartstone’s Facebook and Instagram campaigns now run as a strategic, data-driven engine for awareness, engagement, and in-store foot traffic.
This case demonstrates how an in-depth audit, paired with hands-on optimisation and smarter campaign structuring, can transform underperforming digital advertising into a high-impact marketing channel. The work continues to evolve, but the results speak volumes—and the customer experience has been transformed from click to showroom visit.
