How Digitly Generated 1,558 Qualified Leads at $8.70 CPL for a Sydney Interior Design and Building Materials Business.
1,558
Total Leads Generated
$8.70
Avg CPL
70%
Qualified Lead Ratio
$13,558
Total Spent
765,880
Total Impressions
40%
Improvement in Lead Quality
1,558 leads. $8.70 average cost per lead. 70% qualified lead ratio. All delivered within a controlled AUD $1,500–$2,000 monthly budget — without scaling ad spend.
The Challenge
A One Decore is a Sydney-based interior design and building materials business serving both B2B and B2C customers across defined serviceable regions in New South Wales. The business operates across multiple product categories including decking, cladding and premium building materials — serving residential and commercial clients with varying ticket sizes and project values.
Before engaging Digitly, A One Decore's paid advertising was generating volume without quality. Leads were arriving from outside their serviceable locations — meaning sales conversations were happening with buyers the business could not actually serve. Inquiries carried low intent with frequent pricing mismatch. Budget was fragmented across multiple campaigns with no clear segmentation by product value or customer type.
Traffic was being directed to a generic website rather than a conversion-focused funnel. And there was no structured qualification filter — meaning unqualified leads were only identified after the inquiry had already been handled.
The objective was not to generate more leads. It was to generate the right leads — geo-qualified, high-intent buyers within a controlled monthly budget.
What Our Audit Revealed
Before building strategy, Digitly conducted a full performance audit of A One Decore's existing campaigns. Four structural problems shaped everything that followed:
Geo Targeting Too Broad
Campaigns were running across a wider geography than the business could actually service — generating leads from locations the sales team couldn't convert. Every dollar spent outside serviceable Sydney zones was wasted budget.
No Segmentation by Ticket Value
Low-ticket, mid-ticket and premium installation inquiries were all being handled by the same campaigns with the same creative and the same messaging. High-margin products were not being prioritised and there was no separation of buyer intent by product category.
Website Not Built for Paid Conversion
Traffic from paid campaigns was landing on the main website — a general information page not built around the specific action a paid visitor should take. No dedicated conversion funnel existed for paid traffic.
Qualification Happening Too Late
Lead qualification was only occurring after the inquiry had already been received and handled — meaning the sales team was spending time on leads that could have been filtered out earlier in the funnel.
Our Approach
The strategy was structural — not a budget increase. Five changes drove the results.
Geo-Precision Targeting
All campaigns were restructured to run exclusively within A One Decore's serviceable Sydney zones. Budget was no longer leaking to postcodes outside the business's service area. Every impression served was to a buyer the business could actually convert.
Product Value Segmentation
Campaigns were rebuilt around ticket size — separate campaigns for low-ticket, mid-ticket and premium installation products. High-margin product categories received dedicated campaign budgets and tailored messaging. Buyers searching for premium decking and cladding installations saw different creative and landing experiences than buyers inquiring about entry-level products.
Dedicated Landing Funnel
All paid traffic was redirected from the main website to a conversion-focused landing page built specifically for paid visitors. The page was structured around a single action — inquiry submission — with social proof, product specifics and a clear qualification question built into the form.
WhatsApp Lead Engine
WhatsApp campaigns were introduced to reduce inquiry friction and increase direct engagement. For a business selling premium building materials where buyers often have detailed questions before committing, WhatsApp as a conversion mechanism significantly shortened the path from interest to qualified conversation.
Creative Performance Optimisation
Video, carousel and static creatives were tested systematically across campaign types. Static creatives delivered the strongest CPL performance across all segments and were scaled accordingly. Budget was reallocated from underperforming creative formats based on data signals — not assumptions.
Campaign by Campaign Results
Over the 10-month engagement, 8 campaigns were structured and managed. Below is the actual performance data from the Meta Ads account.
| Campaign | Leads | CPL | Spend |
|---|---|---|---|
| Sydney WhatsApp Lead V4 | 748 | $6.11 | $4,566.87 |
| Decking Sydney WhatsApp Lead | 355 | $16.24 | $5,766.15 |
| Decking & Cladding Sydney | 105 | $6.14 | $644.67 |
| Sydney WhatsApp Lead V3 | 48 | $6.92 | $332.07 |
| Sydney WhatsApp Lead V2 | 108 | $4.14 | $446.61 |
| Building Material Sydney Wh… | 17 | $13.52 | $229.85 |
| Adelaide WhatsApp Lead | 40 | $15.08 | $603.35 |
| Campaign 8 | 137 | — | $968.53 |
| Total | 1,558 | $8.70 | $13,558.10 |
The Sydney WhatsApp Lead V4 campaign alone generated 748 leads at $6.11 CPL — 48% of all leads from a single optimised campaign. Initial Google Ads testing was followed by Meta scaling after Meta consistently delivered stronger ROI across all segments.
The Results
Core Results
| Total Leads Generated | 1,558 |
| Average CPL | $8.70 |
| Total Ad Spend | $13,558.10 |
| Campaign Duration | 10 Months |
| Monthly Budget | AUD $1,500–$2,000 |
Reach & Visibility
| Total Impressions | 765,880 |
| Total Reach | 141,103 |
Lead Quality
| Qualified Lead Ratio | 70% |
| Lead Quality Improvement | 40% |
1,558 leads at $8.70 average CPL within a controlled AUD $1,500–$2,000 monthly budget is the result that demonstrates what structural optimisation achieves over budget scaling. A 70% qualified lead ratio — meaning 7 in every 10 leads were genuine, serviceable, high-intent buyers — was the outcome the business actually needed. The client reported a significant increase in serious buyer inquiries and stronger ROI without increasing monthly spend.
Before and After Digitly
"We've been working with the team at Digitly for our paid ad campaigns, and the results have been outstanding. They truly are the best digital marketing agency we've worked with, delivering high-quality leads consistently. Their expertise in crafting and optimising campaigns is unmatched. Their strategies have given us a great return on investment. If you're looking for the best paid ads services and a team that genuinely cares about your business growth, we highly recommend Digitly."
Why This Campaign Delivered Quality — Not Just Volume.
The result came from fixing the structure before touching the budget. Geo-precision targeting eliminated the single biggest source of wasted spend — leads from outside serviceable areas. Segmentation by ticket value ensured high-margin products received dedicated attention and the right messaging. A dedicated landing funnel meant paid traffic landed on a page built to convert — not a generic information page that let interest evaporate.
The WhatsApp lead engine was the structural decision that separated this campaign from standard Meta Ads management. For a business selling premium interior design and building materials — where buyers have real questions before committing — reducing friction in the first contact moment had a direct impact on qualification rate. Combined with systematic creative testing that identified static creatives as the strongest performer and scaled accordingly, every element of the campaign architecture was data-led from start to finish.
"The issue was not traffic. It was architecture. Structural optimisation outperforms budget scaling — every time."
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