Solved: Difficulty Converting Sample Recipients into Paying Customers

Hi there,

Really happy to give you some initial thoughts and guidance on your construction material ads. Sounds like you're in a bit of a tricky situation but there's definately steps you can take to improve your results.

We'll need to look at retargeting...

First thing's first, you absolutely want to be hammering retargeting. I'm talking about setting up custom audiences in Meta Ads (or whatever platform you're using) based on people who've requested a sample. Get proper granular with it.

Ideally, you want to target folks who've specifically visited the sample product page on your Shopify site. Even better, if they filled out a form to request the sample, that's gold dust. Create a separate audience just for those leads. The more specific you can be, the better your results will be.

What to show them? Don't just show them the same old ad. Mix it up. Showcase the full product, obviously, but also think about:

• Customer testimonials: Nothing sells like social proof. Get some cracking quotes from happy customers and stick 'em in your ads.
• Limited-time discounts: Create a sense of urgency. Offer a special discount just for sample recipients. "10% off your first order with code SAMPLE10" or something like that.
• Project showcases: Show off some amazing projects that people have built using your materials. Before and after pics are always a winner.

Make sure the retargeting ads are visually appealing and really highlight the benefits of using your materials. Good photography is important. You want to make it look professional.

I'd say you need to create "how-to" content...

Right, this is where things get interesting. Instead of just constantly pushing sales, think about providing value to your target audience. Create content that's actually helpful and informative.

I'm talking about "how-to" guides, blog posts, videos... anything that teaches people how to use your construction materials for DIY projects. The more specific the better. For example:

• "How to build a raised garden bed using our composite decking"
• "Step-by-step guide to installing our reclaimed brick veneer"
• "5 creative ways to use our concrete countertops in your kitchen"

Once you've created this content, promote it with ads! Target people interested in home improvement, DIY, construction, or specific niches related to your materials (e.g., gardening for the decking example).

The goal here isn't necessarily to sell directly (although a subtle call-to-action is fine). The real aim is to:

• Build trust: Show people that you know your stuff and that you're genuinely interested in helping them.
• Position yourself as an expert: Become the go-to source for information on your type of construction materials.
• Attract the right audience: Get your brand in front of people who are already interested in DIY and home improvement.

This is a long-term strategy, but it can pay off big time in terms of brand awareness and customer loyalty.

You probably should split test creative and targetting...

Don't just run one ad and hope for the best. Split test everything. I'm talking about testing different:

• Ad copy: Try different headlines, descriptions, and calls to action. See what resonates best with your audience.
• Images/videos: Use high-quality visuals that showcase your materials in the best possible light. Try different angles, compositions, and styles.
• Targeting options: Experiment with different interests, demographics, and behaviours. See which audiences are most responsive to your ads.

The key is to track your results closely and make adjustments based on the data. Kill off the underperforming ads and double down on the winners.

You'll need a reasonable budget...

Don't expect to see miracles with a fiver a day. Paid advertising requires a decent budget to get the ball rolling and to gather enough data for optimisation. I'd say you want to be aiming for at least $1-$2k per month to start with, maybe more depending on your market and your goals. I always recommend a budget for ad spend of $1-$2k per month to start with - but this depends on how many leads you need (number of leads you need x cost per lead = ad spend).

Be prepared to invest time and effort into managing your campaigns. It's not a set-and-forget type of thing. You need to be constantly monitoring, tweaking, and optimising to get the best results. And sometimes, even with all that effort, you might not see the ROI you're hoping for. That's just the nature of the beast.

I know it sounds like a lot of work. And tbh, it is. But if you're serious about selling construction materials online, it's what you need to do. We've previously worked with eCommerce businesses and have seen great results, for example, we generated 1500 leads for a store launch at $0.29/lead using Meta Ads.

Hope this has been helpful - obviously it's difficult to give specific advice without doing a full review of your current campaigns and website, but these are some general principles that should help you move in the right direction.

If you're feeling overwhelmed or you'd like some more hands-on help, it might be worth considering working with an agency or a consultant who specialises in paid advertising for eCommerce businesses. We find that the ROI increase by working with an expert far outweighs any of the costs. Someone who can really dig into your data, identify the weak spots, and develop a custom strategy to improve your results.

We offer a free initial consultation, if you would like to book in a meeting just let us know and we can arrange a time that works for you. Good luck!