Performance Marketing Case Study: Srizo

How We Reduced CPL by 60% and Improved Lead Quality for a Luxury Furniture Brand

About the Client

Srizo is a premium furniture sourcing company that helps people buy luxury furniture directly from China.

They provide a complete service, including:

Finding trusted suppliers
Helping with showroom visits
Managing shipping and delivery
Providing installation support

Srizo mainly works with high-income customers, interior designers, and businesses who want high-quality and stylish furniture without dealing with import problems.

Challenges

We had been working with Srizo for more than 1 year, but over time, the campaign performance started to drop.

Here were the main problems:

High Cost Per Lead (CPL):
The CPL increased to ₹450–₹500, which was too expensive
Performance Drop:
Campaigns stopped giving good results even after increasing budget
Low-Quality Leads:
Many leads were not serious buyers or not suitable for premium products
Scaling Issues:
Increasing budget did not increase results
Wrong Audience Messaging:
Ads were not clearly attracting rich and high-paying customers

Strategies Implemented

To fix these problems, we changed our approach and focused more on creatives instead of only targeting.

1. Smart Audience Targeting

We targeted people who are more likely to buy expensive products, such as:

People who travel internationally often
People interested in luxury products

This helped us reach a better and more relevant audience.

2. New Campaign Structure

4 ad sets
₹1,500 budget for each ad set (Total ₹6,000/day)
Each ad set had only 1 ad
All ad sets had the same targeting

This helped us clearly understand which ad was performing best.

3. Testing Different Creatives (Main Focus)

We tested different types of ads to see what works best:

a. Podcast Style Video

Two people talking and explaining the service
Built trust and gave clear information

b. AI Voiceover Video

Simple explanation using voiceover
Focus on benefits and services

c. Furniture Showcase Video

Text: “Looking to import luxury furniture from China?”
Showed furniture and interior design clips
Explained one-stop solution

d. Travel + Service Video (Best Performer)

Text: “Are you planning to travel to China for luxury furniture?”
Explained full service: visa help, factory visit, shipping, and installation
Focused on ease and convenience

4. Creative-First Approach

Meta ads work more on creatives than targeting
Targeting only helps in the beginning
After that, Meta shows ads based on user engagement and conversions
So we focused more on improving creatives

Results

a. CPL Reduction

Reduced CPL from ₹450–₹500 to ₹180
More than 60% decrease in cost per lead

b. Increase in Leads

Number of leads increased significantly
Campaign became more stable

c. Better Lead Quality

Lead quality improved by around 30%
More serious buyers started coming in

d. Winning Creative Insight

Travel + service video performed the best
People liked clear and helpful information more than simple ads

Key Takeaways

Creatives are more important than targeting in Meta ads
Targeting only gives initial direction
Good creatives help in scaling and performance
Testing multiple ad angles is very important
Simple and clear messaging works best for high-ticket products
Right audience + right creative = better results

Conclusion

This case study shows that even if performance drops, results can improve with the right strategy.

By focusing on:

Creative testing
Smart targeting

We were able to reduce costs, increase leads, and improve lead quality.