Scaling a Premium Flooring Brand with Paid Ads
Project Overview
Client: DioraSolutions Concepts
Industry: Premium Flooring & Construction Services
Project Type: Facebook & Instagram Ads lead generation campaign
Timeline: Intermittent campaigns 2021-2024, with breakthrough period of 3 weeks
My Role: Facebook Ads Strategist & Campaign Manager
Company Background:
DioraSolutions Concepts is a premium flooring company in Nigeria specializing in:
Increte concrete flooring
3D epoxy floors
Interlocking stones
Luxury residential and commercial flooring solutions
They operate in a high-ticket, trust-based market where one contract can be worth hundreds of thousands of naira.
The Problem
When I stepped in, growth was inconsistent and constrained.
Here’s what we were dealing with:
1–2 contracts per month
Extremely tight marketing budget
Low digital presence and limited page engagement
Difficulty attracting qualified prospects for premium services
This wasn’t a “get more likes” problem.
It was a get serious buyers consistently problem.
The objective was clear:
Generate qualified leads at a sustainable cost and convert them into high-value flooring contracts.
My Strategic Approach
Audience Targeting Strategy
I implemented a multi-layered targeting approach focused on the highest-converting audience segments:
Primary Target: Homeowners (identified as best-performing segment)
- Property owners interested in home renovations
- People actively searching for flooring solutions
- Individuals interested in premium home improvement
Supporting Audiences:
- Building contractors and engineers
- Construction industry professionals
- Home renovation enthusiasts
Advanced Retargeting Implementation
- Custom Audiences: Created lookalike audiences based on existing page interactions and online brand engagement
- Video Retargeting: Tracked video views and retargeted users who watched 50%+ of promotional content
- Behavioral Targeting: Focused on users showing recent interest in building materials and renovation projects
Creative Strategy
High-Converting Ad Formats:
- Before/After Showcases: Dramatic transformations highlighting the quality difference
- Product-Specific Campaigns: Separate campaigns for Increte flooring and 3D epoxy flooring
- Process Documentation: Video content showing craftsmanship and attention to detail
Messaging Framework
Key Message Pillars:
- Excellence & Quality: Headlines emphasizing the brand’s dedication to exceptional results
- Durability Focus: Highlighting long-lasting, premium flooring solutions
- Delivery Excellence: Emphasizing reliable, professional service execution
Campaign Execution & Optimization
Lead Generation Funnel
- Facebook/Instagram Ads → WhatsApp Direct Contact → Quote Consultation → Project Conversion
- Streamlined path from ad engagement to direct communication
- Immediate response capability through WhatsApp integration
Budget Optimization
- Ultra-efficient spend: Less than ₦6,000 total ad investment
- Strategic bid management: Focus on high-intent, low-cost conversions
- Performance monitoring: Continuous optimization based on cost per messaging conversion
Results Achieved
Lead Generation
280+ Messaging Conversions
Cost per lead ranged from ₦82.67 – ₦326.09
Consistent lead flow across multiple campaigns
For a premium B2B-style service, that efficiency is strong.
Ad Investment
₦63,956 total ad spend
Real numbers. Real tracking.
Revenue Impact
15+ Contracts Closed
Each valued at ₦500,000+
Minimum estimated revenue: ₦7.5M+
ROI
₦7,500,000 ÷ ₦63,956 ≈
117:1 Return on Ad Spend
Breakthrough Window
Within a focused 3-week period of optimized campaigns:
Lead volume surged
Contracts increased significantly
Revenue acceleration became visible immediately
This wasn’t luck.
It was:
Correct audience
Correct creative
Tight funnel
Ruthless optimization
Business Transformation
Before:
1–2 contracts per month
Low digital presence
Inconsistent lead flow
After:
Predictable inbound inquiries
Premium positioning strengthened
Multi-contract pipeline established
Paid traffic moved from “experiment” to revenue engine.