Premium stretch ceilings | META Advertising / UAE
SD CEILINGS LLC, a company specializing in the installation of premium stretch ceilings in the United Arab Emirates. Their product line includes innovative solutions like «Starry sky» ceilings with smart controls, translucent backlit ceilings, and black glossy «mirror» ceilings.
Region: The company operates in Dubai, Abu Dhabi, and Al Ain, UAE.
Target Audience: The primary audience consists of high-net-worth individuals, including owners of villas and apartments, gamers, home cinema enthusiasts, and business owners (e.g., spa and car showrooms). The campaign also targeted professionals like interior designers and lighting consultants.
Solution
Based on the client brief and market analysis, a multi-segmented targeting strategy was developed to reach distinct user groups across Facebook and Instagram. The logic was to isolate potential customers based on their interests, financial capacity, and life stage (e.g., renovation, new home purchase).
Three core audience segments were defined:
- Renovation-Home-Investment-Expensive Taste-Expatriate: This segment targeted users aged 25-60 in the UAE who are likely undergoing home renovation or have an interest in luxury real estate and interior design.
- Home cinema: This was a niche segment focused on users interested in creating home cinemas, a key use case for the «Starry sky» ceiling product.
- Lookalike (1%): A lookalike audience was created based on users who had previously engaged with the company’s Instagram Direct messages, aiming to find new users with similar behavioral patterns.
The detailed targeting criteria for each segment were as follows:
- Geography: UAE (specifically Dubai, Abu Dhabi, Al Ain). On July 27, 2022, targeting was refined to more specific locations within these areas.
- Age: 25-60 years old.
- Language: English (UK, US, or All).
Detailed Interest & Behavior Targeting:
- Segment 1 (Renovation/Investment/Luxury): This audience was built by layering multiple interest and behavior categories. Users had to show interest in home improvement and construction (e.g., Interior design, Home improvement, Construction), property types (e.g., Villa, Penthouse apartment, New House), real estate investment, and luxury goods/lifestyle (e.g., Expensive Taste, First class travel, Luxury vehicle). A crucial layer was targeting expatriates from various high-income countries, identifying a key demographic in the UAE.
- Segment 2 (Home Cinema): A more direct approach, targeting users with a specific interest in Home cinema combined with interests indicating high purchasing power (Expensive Taste, High-net-worth individual, Luxury vehicle).
- Segment 3 (Lookalike): This audience was algorithmically generated by Facebook/Instagram to mirror the characteristics of the most engaged existing audience members.
Workflow
The campaign was executed through an iterative process of testing objectives, formats, and placements.
Campaign Objectives & Formats: The primary formats used were Lead Generation forms and Messages (WhatsApp) to capture user inquiries directly within the platform.
- Initially, the campaign launched with a Lead Generation objective. The lead form was designed to qualify users by asking for their name, phone number, and the specific ceiling type they were interested in.
- On July 19, 2022, a strategic shift was made to test a Messages objective, aiming to initiate direct conversations with potential clients.
- On July 27, 2022, the strategy was optimized again: the Messages campaign for Stories was paused, and the Lead Generation objective was reactivated for ad groups that had underperformed in the Messages campaign, indicating a hybrid approach to find the most effective conversion method.
Creatives & Ad Copy: Both static image (banner) and video creatives were tested across all audience segments and placements, including Facebook Feed, Instagram Feed, and Stories.
Example Ad Copy for Facebook:
- Headline Idea 1 (General Luxury): «Experience comfort and luxury with SDceilings false ceilings. Transform your spaces with numerous design options, one that matches every need. Get a ceiling that you’d love!».
- Headline Idea 2 (Niche — Home Cinema): «Allow yourself a unique experience that is to have a Home Cinema with our signature starry ceiling💫 This magnificent option for your home cinema will make you and your guests feel in another dimension🌌».
Key messaging points highlighted in the ads included:
- European quality and a 10-year warranty.
- Fast, clean installation (as soon as the next day).
- Smart control features via mobile app and Alexa.
- Unique product features like automatic backlighting for ART ceilings.
- A call-to-action to request a free quote and a unique offer to experience the showroom via VR visualization.
Results
The campaign was actively managed and optimized between July 5 and August 1, 2022. The following results are based on the performance reports from that period.
The total ad spend for the analyzed period (July 5 — August 1) was 1,528.19 AED. (Based on the exchange rate on the date of this analysis, this amounts to approximately $416.07).
A total of 26 leads were generated across both campaign objectives.
Performance by Campaign Objective:
- Lead Generation Campaign (July 5 — July 19, 2022) This campaign proved to be more cost-effective.
- Total Spend: 556.23 AED (~$151.44)
- Total Leads: 11
- Average Cost Per Lead (CPL): 50.57 AED (~$13.77)
Here is a breakdown of performance by audience segment and creative type:
| Segment | Creative | Budget (AED) | Leads | Avg. CPL (AED) |
| Renovation-Home-Investment | Banner | 141.50 | 2 | 70.75 |
| Renovation-Home-Investment | Video | 104.07 | 0 | — |
| Home cinema | Banner | 132.71 | 3 | 44.24 |
| Home cinema | Video | 58.86 | 1 | 58.86 |
| Lookalike | Banner | 54.76 | 2 | 27.38 |
| Lookalike | Video | 64.33 | 3 | 21.44 |
| Total | 556.23 | 11 | 50.57 |
- Messages Campaign (July 19 — August 1, 2022) This campaign generated more leads but at a higher cost.
- Total Spend: 971.96 AED (~$264.63)
- Total Leads (New Conversations): 15
- Average Cost Per Lead (CPL): 64.80 AED (~$17.64)
Performance breakdown:
| Segment | Creative | Budget (AED) | Leads | Avg. CPL (AED) |
| Renovation-Home-Investment | Banner | 116.55 | 0 | — |
| Renovation-Home-Investment | Video | 33.57 | 0 | — |
| Home cinema | Banner | 167.77 | 3 | 55.92 |
| Home cinema | Video | 200.90 | 4 | 50.23 |
| Lookalike | Banner | 267.20 | 2 | 133.60 |
| Lookalike | Video | 185.97 | 6 | 31.00 |
| Total | 971.96 | 15 | 64.80 |
Summary & Conclusion:
- Overall Average CPL: The combined average CPL for the entire period was 58.78 AED (~$15.99).
- Most Effective Segment: The Lookalike audience paired with video creatives was consistently the top performer, delivering the lowest CPL in both the Lead Generation campaign (21.44 AED) and the Messages campaign (31.00 AED).
- Most Effective Objective: The Lead Generation campaign objective yielded a 22% lower CPL than the Messages campaign, making it the more efficient strategy for this client.
- Creative Insights: Video content generally outperformed static banners, especially with the Lookalike and Home Cinema audiences, suggesting that dynamic visuals were more effective at capturing the attention of these user groups.
The campaign successfully generated a steady flow of leads by systematically testing audiences and objectives. The data clearly indicates that focusing on a high-quality Lookalike audience with engaging video content and utilizing the Lead Generation objective is the most effective path forward for scaling the campaign while maintaining cost efficiency.
