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Craftsmanship and Sound: Connecting Musicians to Quality Instruments

Established in 2001 and based in Epping, this specialist string instrument store serves musicians across the Inner West, Hills District, and greater Sydney.

Offering a carefully curated range of violins, violas, cellos, and bows, the focus is on quality and playability, even for beginners. Each instrument is hand-selected, professionally set up, and tested to ensure a rewarding learning and playing experience, avoiding mass-produced, budget alternatives.

Craftsmanship and Sound: Connecting Musicians to Quality Instruments

Project Overview

Objective

The objective is to offer musicians high-quality instruments, competitive pricing, and exceptional service, ensuring an enriching experience for players at every level. Alongside this commitment, the brand aims to generate quality leads through paid advertising, connecting with individuals who value craftsmanship, sound, and long-term musical growth.

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Marketing Strategy

    • From April to June 2025, the Meta strategy focused on lead generation using Facebook Instant Forms to
      streamline user conversion within the platform. This approach reduced drop-offs and encouraged higher form
      submissions.
    • Targeting combined broad interest groups with niche segments like music students and teachers, along with
      remarketing to re-engage warm audiences. This helped balance new reach with conversion-ready users.

Meta ADS Report

Campaign Performance Summary - April

  • The campaign generated 25 quality Meta leads, with a click-through rate (CTR) of 4.36%, indicating strong audience engagement with the ad creatives.
  • Achieved a cost-effective CPC of $0.49 and received 1,192 clicks, showing that the ads resonated well and drove solid traffic.
  • Reached over 11,079 unique users and delivered 27,330 impressions, with a frequency of 2.47, ensuring consistent visibility without oversaturation.
  • With a cost per lead of $23.48 and total spend of $586.90, the campaign delivered decent lead quality and has potential for further cost optimisation.

Campaign Performance Summary - May

  • Generated 40 Meta leads, maintaining consistent lead flow with solid performance throughout the month.
  • Reached 23,440 users with 44,531 impressions and a controlled frequency of 1.90, ensuring wide and balanced exposure.
  • Maintained an efficient cost per lead of $23.03, slightly better than April, even with a higher spend of $921.39.
  • Achieved 1,330 clicks with a CPC of $0.69 and CTR of 2.99%, indicating steady user interest and engagement.

Campaign Performance Summary - June

  • Generated 29 Meta leads, maintaining consistent lead flow with solid performance throughout the month.
  • Reached 18,043 users with 35,396 impressions and a healthy frequency of 1.96, ensuring steady visibility.
  • Cost per lead was $31.27, with a total spend of $906.85, showing controlled budget use while acquiring quality leads.
  • Drove 1,011 clicks at a CPC of $0.90 and CTR of 2.86%, reflecting stable user engagement with the campaign.

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