STOLBEK
70% lower cost per lead.
Meta ad creative for a maker of robotic sanding cells, against the cost per lead of its previous campaign.
Client
STOLBEK
When
2026
Context
Client of my independent practice
What the client needed
STOLBEK builds robotic sanding cells for cabinet, door and furniture shops. It needed ads that shop owners would stop for, built on the three problems they live with: sanding is the bottleneck, nobody wants the sanding job, and inconsistent quality means rework. In their own words: bold, cheeky, by woodworkers for woodworkers.
What I did
Creative strategy and production. The client’s media buyer runs the campaigns.
Growth Pack
Video in three lengths plus static concepts, built on the three pains.
Testimonial edit
A customer testimonial cut into a vertical ad.
Static round
Six full-bleed industrial concepts, reworked with the marketing team round by round.
Services: Campaign angles and copy, Hero video in 60s, 30s and 15s, Static ad concepts, Testimonial video edit, On-screen text.
Outcome
70% lower cost per lead.
Cost per lead down 70%
Against the previous campaign: 81 leads at CA$41 each, against 81 leads at CA$138.
Same leads, 30% of the spend
CA$3,350, against CA$11,210 before. The vertical 60s and 30s videos brought the cheapest leads.
Every round on brand
Every round reviewed against the brand’s rules: the machine shown as it really is, the product lines that are current, and the shop floor the way woodworkers know it.