Facebook ads for a kitchen cabinet supplier

A nationwide kitchen cabinet supplier had been running its own Facebook and Instagram ads with mixed results. Handing the whole thing over took lead volume up roughly tenfold.

Guido, Kitchen cabinets. Recorded July 2024.

Guido’s business imports kitchen cabinets and ships them nationwide. They supply cabinetry only — no measurements, no installation — which makes the customer they need quite specific. They believed in the product; the difficulty was consistently finding the people it suited.

They had tried running paid ads themselves. It worked sometimes, which is the hardest kind of result to improve on, because there is no obvious reason for the good months or the bad ones. We started with a portion of the spend and eventually took over the whole account.

Lead volume is up around tenfold, and the ongoing work is quality rather than quantity — tightening who the ads reach so the leads that arrive are worth the sales team’s time.

Supply-only businesses have a targeting problem that most ecommerce brands do not. Guido’s cabinets ship nationwide with no measuring service and no installation, so the right customer is someone comfortable handling that themselves — a contractor, a flipper, a confident renovator. Ads aimed at homeowners wanting a finished kitchen waste money at speed.

That is why the ongoing work is quality rather than volume. Ten times the leads is only useful if the sales team is not spending its day on people who wanted something else. Tightening who sees the ads is a slower job than scaling spend, and it is where most of the value sits.

For any business selling a considered purchase to a specific kind of buyer, this is the shape of the problem. Volume is easy to buy. Relevance is what takes work.

In Guido’s words