Case Study: How Firescience Achieved a 147% Increase in Qualified Fireplace Leads

The Challenge: High-Ticket Lead Quality Inconsistencies

Firescience is famous for manufacturing and supplying premium, designer gas and wood-burning fireplaces in South Africa. Because their custom installations represent large-ticket capital investments, general clicks and broad web inquiries were wasting their sales team's time.

They approached Social Media Shop ZA with a clear objective: build a predictable system that filtered out window shoppers and directed design-conscious, high-intent local buyers straight to their showroom and consultation calendar.

The Strategy: Search Intent + Qualification Filters

We rolled out a unified performance marketing engine designed to target ready-to-buy homeowners, architects, and B2B developers.

1. Targeting Commercial & Architect Search Intent

We structured their Google Search campaigns to exclude low-value search strings (such as "cheap fireplaces") and target high-commercial search terms (like "designer double-sided gas fireplace Cape Town" or "built-in wood stoves"). By filtering search queries with negative keywords and focused match types, we attracted users with immediate design projects.

2. Meta Ads Showcasing Completed Visual Installs

Homeowners buy fireplaces visually. We launched high-quality project showcase campaigns on Instagram and Facebook, targeting users in premium real-estate suburbs with completed fireplace installation walkthroughs. This created emotional desire and showcased the high quality of Firescience's craftsmanship.

3. Prequalification Lead Forms

Instead of using standard forms that capture low-quality inquiries, we routed ad traffic to custom landing pages. The forms asked pre-qualifying questions about project timeline, fireplace fuel preference (gas vs wood), and budget. Only leads meeting their threshold were passed to the sales team.

The Results: Attributable ROI

By implementing qualification filters and laser-focused search intent, the impact was immediate:

• Consistent Lead Volume: Consistently generating 40 to 80 qualified inquiries every single month.
• Improved Lead Quality: The sales team reported higher average ticket sizes and zero time wasted on unqualified inquiries.
• 147% Lead Growth: Achieved a 147% increase in lead volume within the first three months of launching the unified search and social campaigns.