40–80 Qualified Leads Monthly
How a leading wood and gas fireplace supplier established a predictable stream of consultation bookings in South Africa's major metropolitan areas.
Qualified Consultation Inquiries / Month
Increase in Lead Volume Within 3 Months
The Challenge: High-Ticket Lead Quality Inconsistencies
Firescience is known for manufacturing and supplying premium, designer gas and wood-burning fireplaces. Because their installations represent large-ticket capital investments, general clicks and broad inquiries were wasting their sales team's time.
They needed a system that filtered out window shoppers and directed design-conscious, high-intent local buyers straight to their consultation calendar.
The Strategy: Search Intent + Qualification Filters
Targeting Commercial & Architect Search Intent
We structured Google Search campaigns to exclude low-value search strings (like "cheap fireplaces") and target high-commercial search terms (like "designer double-sided gas fireplace").
Meta Ads Showcasing Completed Visual Installs
Homeowners buy visually. We launched high-quality project showcase campaigns on Instagram and Facebook, targeting users in premium real-estate suburbs with completed fireplace installation walkthroughs.
Prequalification Lead Forms
Instead of high-friction or low-friction default forms, 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.
The Results: Attributable ROI
- Lead Volume: Consistently generating 40 to 80 qualified inquiries every month.
- Lead Quality: Average ticket sizes increased due to the commercial targeting focus.
- Growth: Achieved a 147% increase in lead volume within the first three months of launching the unified search and social campaigns.
Owner's Attribution:
"We needed highly qualified local buyers, not just random clicks. The search and social campaigns now deliver 40 to 80 qualified inquiries every single month."— Bernard S., Firescience