MandateProject-acquisition system on top of the established brand
ChannelsFacebook · Instagram (Meta native lead forms)
Total ad spend€3,266.88 across both campaigns
Services delivered
Meta Ads account managementInstagram strategy & community managementAI creativesGraphic design & AI render enhancements
A boutique interior design studio in Glyfada with a strong referral book, a visible event presence in Athens’ design scene, and craft that already commanded premium pricing. The problem was not visibility, it was the pipeline: no structured lead capture, no measurable cost per lead, project flow swinging on whichever event happened to land that month. House of Advanced built two Meta-native lead funnels (renovation and painting), each with dedicated creative and in-form qualification, segmented by service line so renovation, medical, office and painting audiences each saw work built for them. 885 project leads at €3.69 blended CPL, more than ten signed projects, over €1M of closed renovation revenue, on under €3,500 of media. Every €1 of paid spend returned over €300 of signed work.
Key takeaways
Four numbers that frame the engagement.
Cost per project lead€3.69Blended across renovation and painting campaigns. Below the floor of the published Greek Facebook Ads CPL range (€5.83 to €21.98, grecode.gr).
Project leads885Native Meta lead-form completions across Facebook and Instagram. 724 from the Renovation campaign, 161 from Painting.
Signed projects10+Renovation projects closed and attributed to the paid funnel across eighteen months. Spans private homes and high-end professional spaces.
Closed revenue€1M+Total renovation revenue signed against the pipeline. Over €300 of signed work returned for every €1 of advertising spend.
Cost, return & benchmark
The economics of the engagement, up front.
Every figure pulled directly from Meta Marketing API and Metricool, no estimates, no extrapolations. The dashboard reads in one pass: spend, return, benchmark, channel split and monthly compounding.
Total ad spend€3,267Renovation campaign €2,783 + Painting campaign €484, across eighteen months. Verified Meta API.
Closed renovation revenue€1M+More than ten signed projects, attributed to the paid funnel across eighteen months.
Over €300 of signed work for every €1 of media. A single closed renovation project paid back the entire eighteen-month media budget several times over; the rest is profit on the pipeline.
Cost-per-lead benchmark
€3.69 against every published alternative.
Punctum Interiors, blended (HoA)€3.69
Punctum, best ad set (Home Renovation)€2.37
Greek FB Ads, low end (grecode.gr)€5.83
US home services, mid (WordStream 2025)€20.00
Greek FB Ads, high end (grecode.gr)€21.98
Sources: grecode.gr (Greek FB Ads CPL range, all industries); WordStream 2025 + SuperAds 2025 (US home services CPL benchmark, ~$22, EUR conversion at 0.92).
Campaign architecture
Two paid funnels, segmented by service line.
Renovation724 leads€3.84 CPL · €2,783 spend · segmented into Home, Medical & Office ad sets
Best ad set€2.37 CPLPI – Apartment B&A inside the Home Renovation ad set: 475 leads on €1,127 spend, 3.14% CTR
CPL trajectory
Eighteen months of CPL, settling into the floor.
Renovation campaign monthly CPL across the active months. CPL settled into a sub-€3 floor across late 2025 and Q1 2026 once creative refreshed and the algorithm recalibrated. Two months without activity (Jul 2025, Dec 2025) excluded. The dotted line marks the published Greek Facebook Ads CPL floor; Punctum’s eighteen-month blended CPL of €3.69 sits below it.
Closed revenue per €1 of media€300+Over €1M of signed renovation work on under €3,500 of advertising spend.
Vs US home-services CPL5×More efficient than the WordStream / SuperAds 2025 home-services benchmark.
Vs Greek FB Ads CPL ceiling6×Cheaper than the highest published Greek FB Ads CPL.
The Challenge
A studio with craft, but no pipeline.
Punctum Interiors is a Glyfada-based interior design and renovation studio. Boutique-tier work across luxury private homes and high-end professional spaces, doctor offices, lawyer offices, company offices, pharmacies, bakeries, travel agencies. The brand was already established: a strong referral book, a visible event presence in Athens’ design scene, premium pricing the market accepted.
The problem was not visibility. It was the pipeline. Marketing ran on event promotions and the occasional boosted post: no structured lead capture, no measurable cost per lead, no predictable inflow. Project load swung quarter to quarter on whichever event happened to land. Good months followed by dry months. The brief was to build a measurable lead-generation system on top of the existing brand, so project inflow stops depending on luck.
Do not rebuild the brand. Build the pipeline. Two native Meta lead funnels, renovation and painting, each with dedicated creative and in-form qualification. Optimise continuously. Hold through the learning curve.
Problems & Solutions
Four failure points. Four rebuilt.
A referral-strong brand without a measurable pipeline. Each cause sat in its own layer of the paid funnel. Each was rewritten in turn.
Problems with the previous lead-acquisition setup and the rebuilt solutions for each.
What was wrong
What we rebuilt
×
Generic ads, mixed intent.A single “renovation services” funnel forced unrelated audiences (homes, medical, office, painting) into the same creative.
Service-line segmentation.Two campaigns, four ad sets: Home Renovation, Medical Renovation, Office Renovation, Painting Apartment. Each audience saw work built specifically for them.
×
External redirects.Landing-page steps lose 40–60% of intent on a paid funnel. The biggest single conversion leak in the stack.
Native Meta lead form.Zero-friction submission inside Facebook and Instagram. €3.69 blended CPL across eighteen months.
×
Unqualified inbound.Every lead absorbed Punctum’s sales time, regardless of project value or readiness.
In-form qualification.Project scope, timeline and budget band captured upfront. Follow-up prioritised by value, higher close rate downstream.
×
Programme-killing volatility.Months 3 to 6 of any new paid system spike CPL as initial audiences fatigue. Most operators kill campaigns at the spike, never reach the floor.
Held through the curve.CPL spiked to €13.79 in March 2025, recovered, settled into a sub-€3 floor across late 2025 and Q1 2026. The patience produced the floor.
The portfolio
Across private homes and high-end professional spaces.
A spread of Punctum production renders pulled from the studio’s active portfolio. Doctor offices, lawyer offices, company offices, pharmacies, bakeries, travel agencies, alongside private homes, suites and lobbies. The same craft, calibrated to the audience that walks into each space.
Living room · private residence
Master bedroom · private residence
Office · doctor / lawyer / executive
Meeting room · companies
Café bar · hospitality retail
Retail interior · bakery / pharmacy
Execution timeline
Five layers, one flywheel.
Five reinforcing layers, sequenced and run continuously. Each one cheapened distribution for the next.
01
Segmentation
Two campaigns, four ad sets: Home, Medical, Office, Painting.
02
Native lead funnel
Meta lead form, no landing-page drop-off, no external redirect.
03
In-form qualification
Project scope, timeline, budget band captured upfront.
04
Held through volatility
Through the €13.79 audience-fatigue spike to a sub-€3 floor.
05
Best-creative scaling
PI – Apartment B&A locked at €2.37 CPL, 475 leads.
By the numbers
The data behind the pipeline.
Paid funnel performance on the left, community and organic presence on the right. Every figure pulled from the Meta Marketing API and Metricool, verified on 2026-05-01.
Paid funnel performance
Six months on the Meta lead funnel.
Blended CPL€3.69
Link CTR (vs 0.90% benchmark)1.14%
CPM (vs €5–€10 Greek range)€3.83
CPC (all clicks)€0.14
Paid impressions852k
Unique paid reach227k
Community & organic
A referral brand with a measurable audience.
Instagram following (@punctum_interiors)3,300+
Facebook reach (organic)462k
Instagram reach (organic)165k
Instagram views (organic)290k
Original IG posts (52 image + 49 carousel)101
Net new FB followers+239
885Project leads · 2 campaigns
Renovation72481.8%
Painting16118.2%
Renovation work spans luxury private homes and high-end professional spaces: doctor offices, lawyer offices, company offices, pharmacies, bakeries, travel agencies. The pipeline performs across audiences, not just residential.
Best-performing creative across the full Punctum portfolio: PI – Apartment B&A inside the Home Renovation ad set, 475 leads on €1,127 spend at €2.37 CPL with 3.14% CTR. Painting ad set produced the lowest CPL of any single ad set (€2.82) on a smaller budget. Medical Renovation underperformed at €7.17 CPL on high frequency (4.06), audience overexposed; Office Renovation was paused early on a small dataset.
“
We came in with a strong referral book and craft the market already valued, but no way to tell where new work was actually coming from. Eighteen months later we have a measurable pipeline of close to nine hundred project leads, more than ten signed projects and over a million euros of closed renovation revenue, on under three and a half thousand euros of advertising. The system runs alongside the referral side, it doesn’t replace it.
Punctum InteriorsFounding principal · Glyfada
Final conclusion
Brand and pipeline are different problems.
Over eighteen months, two paid Meta lead funnels (renovation and painting) generated close to nine hundred project leads at a blended €3.69 CPL, more than ten signed projects and over €1M of closed renovation revenue on under €3,500 of ad spend. Every €1 of media returned over €300 of signed work. The intervention did not change Punctum’s craft, its pricing or its referral book.
It changed the reliability of project inflow. Where the studio used to depend on whichever event landed that month, it now runs a baseline pipeline that produces qualified leads at a stable, sub-€5 cost across renovation and painting alike, segmented across home, medical, office and lighter-ticket painting audiences.
The lesson generalises beyond interior design. At €3.69 CPL and a six-figure average project, the unit economics are absurd: a single closed engagement pays back the entire eighteen-month media budget several times over. The discipline isn’t the channel, it’s the willingness to segment by service line, capture natively, and hold the campaign through the volatility months until the floor arrives.
Three to four engagements run at a time so every property holds senior-level attention through to qualified lead opportunities. Applications are reviewed in the order they arrive, on the strength of strategic fit.
