SAFEHOME: $0.50 per enquiry in the security systems niche
2,314 enquiries at half a dollar each. With no offline location: Instagram is the primary sales channel.
Get a consultationAds were running, but not bringing enquiries
The advertising was already live, but it failed to deliver the one thing that mattered — enquiries from potential customers. There was no fallback: SAFEHOME has no offline locations and the entire enquiry flow rests solely on Instagram.
A steady enquiry flow for a technical product
Build a strategy that delivers a steady stream of enquiries for a technical product, where both businesses and individual customers make the buying decision.
What we did and why
An Instagram strategy built on audiences and retargeting
There is only one channel, so it has to be worked systematically: we built the approach around customer audiences and retargeting, so we would not spend money treating everyone as cold, but instead win back those who had already shown interest.
Premium audiences with a B2B / B2C split
The way a business and an individual customer approach buying security differs — so we assembled premium segments, separated B2B from B2C, and added retargeting for those who messaged or saved. Precise targeting keeps the cost per enquiry low.
Functionality-led creatives + promo for retargeting
For cold audiences we showcased what the systems can do (functionality is decisive in this niche); for warm audiences, promo: those already considering a purchase are closed with an offer, not another demo.
The numbers over the period
With no offline location, Instagram is not a 'social network for show' — it is the sales department. That is why the goal is not reach but audiences and retargeting: they deliver an enquiry for half a dollar.
Want a flow of enquiries from a single channel?
We build a strategy around your primary channel, separate the audiences and layer in retargeting so the cost per enquiry stays low. Leave your name and number — we will analyse your situation for free.