Carport: Case Study: 1,215 pre-qualified enquiries at €2.80
Carport: 1,215 pre-qualified enquiries for carports at €2.80
A manufacturer of patented steel carports — a product worth thousands of euros. The aim was not to generate „very cheap leads", but to secure a steady stream of pre-qualified enquiries. Over eight months without interruption, using a strategy, copywriting and a testing system that we refined to produce 46 ad variations.
An expensive product. A long production cycle. Seasonal demand.
Carport is a manufacturer of premium carports — a patented steel system (S355JR steel, hot-dip galvanised, 10-year guarantee against rust perforation), designed to withstand gale-force winds and heavy snow. This is not an impulse buy: prices start from €2 244 for a single-car carport and amount to €11 044 ten.
With such a threshold, the most costly factor is not the advertising budget, but the retailer’s time, wasted on uninteresting enquiries. That is why the challenge was twofold: constant volume from enquiries — and at the same time their re-training, so that they reach the customer already filtered by intent and budget.
Not a large volume of cheap leads. Pre-qualified enquiries.
The entire system is designed so that every lead reaches the sales department already filtered by intent and budget — rather than as a cold lead.
Price anchoring in advertising
„Prices from €1,240" and a public price list in the offer. People who aren’t ready for this level of investment are weeded out automatically — before they even become leads and take up the sales team’s time.
Low-friction mould
Enough fields to enable quick and reliable contact without compromising conversion rates. Striking a balance between lead quality and enquiry cost is at the heart of the whole setup.
Eligibility based on project size
1 to 10 parking spaces represent a value of €2,244 to €11,044. The customer’s enquiry and a prompt initial call help to segment the lead by value within the first few minutes.
A message that merely qualifies
Features such as engineering reliability, durability and a guarantee appeal to owners looking for a proper solution — not just the cheapest, makeshift shelter.
Current form is the deciding factor
On Facebook, it’s not just a name and a phone number — it’s a 7-step questionnaire that begins with „Do you own a plot of land?". People without a place to set up a stall are eliminated at the very first stage, whilst those who make it to the end have already been filtered according to their intentions and capabilities. Nevertheless, the cost of an enquiry remained at €1.00.
A system, not individual adverts
A four-phase controlled process designed to keep the cost of pre-qualified enquiries low throughout the year.
A segmented funnel comprising three campaigns
A main campaign to generate enquiries via the website (higher value), a separate experimental campaign to test new angles, and a native campaign using instant forms to drive the lowest-cost traffic directly on Facebook.
Diversifying the message on an industrial scale
46 advertising variations and over 180 creative combinations, presented in two formats (9:16 and 1:1) and across numerous placements. The advertising creative, copywriting, test matrix and rotation are entirely our own.
Systematic testing of the message
Over 12 different headlines and 4 completely different angles on the main text — emotion, engineering, convenience and a direct offer. Plus 3 different calls to action and position-specific tests.
Monitoring and continuous optimisation
Profitable variations were scaled up, unprofitable ones were discontinued, and frequency was kept under control. The result: eight months without a single month of downtime and a stable price on request.
Intelligence lies in strategy, not in chance
Meta’s algorithm rewards freshness and relevance. With a seasonal, high-priced product, this is the only way to keep the price low for months on end.
All the advertising creative is our own. We provide the visuals, copy and ad formats — and manage them through strategy, a testing framework and continuous optimisation until they generate enquiries.
Emotional storytelling
„It started cracking outside… and my first thought was ‘the car!’… then I remembered it was under the carport."
Engineering expertise
„Designed and reinforced to withstand gale-force winds and snow loads of up to 100 kg/m²."
Pain relief
„You’re not running late, you’re not scratching the paintwork and you’re not scraping ice off the windscreen — you’re saving time and sparing your nerves."
Direct quote + price
„Patented design · prices from €1,240 · See prices now 👇"
It is data, not preferences, that determines how the budget is allocated
The tests showed this unequivocally: Static images outperformed video by a ratio of almost 2:1 in terms of cost per enquiry (€1.15–€2.78 compared with €5.97–€6.39). That is why the budget is focused on what works — without any sentimental attachment to the „more expensive" video.
The two query paths were also balanced: the channel with instant forms reduced queries to €1.01, whilst the website had a more ambitious aim. Each segment found its own reason — one was motivated by the storm and the snow, another by the aesthetics of the front of the house, and a third by the price.
Four reasons for the sustainable result
Pre-qualification saves the most valuable resource
The timing of sales. The price anchor and the message filter out the curious before they become a conversation.
A deep reserve of messages = zero fatigue
46 variations and 4 angles mean there’s always a fresh message before the old one wears thin. Hence — 8 months without a hitch.
Two channels for enquiries
Website (quality) + instant form (volume and price) — balanced, not in conflict.
Price anchor versus value
A product priced between €2,244 and €11,044, and a query costing €2.80. Even under the most conservative scenario, a single transaction pays for hundreds of queries.
8 months. €3,398 budget. Ongoing.
What did this case prove?
With an expensive product, the aim is a pre-qualified lead, not a cheap lead. The system filters leads by intent and budget before the sales team spends time on them.
Diversifying the message is a safeguard against burnout. Four corners and 12+ titles kept the price on enquiry stable throughout the year.
Data determines how the money is allocated. If still images outperform video by a ratio of 2:1, the budget goes to the still images.
The whole result is ours. Advertising creative, copywriting, strategy and optimisation — we took care of all of these and turned them into 1,215 enquiries.
The scale of an agency. The precision of an expert. The speed of AI.
Would you like to see results like this for your business? Tell us briefly about your product — and we’ll give you an honest assessment of what’s realistic.
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