B StoneX
BstoneX curates exceptional natural stone sourced from global quarries for architects, designers and homeowners building extraordinary spaces. Every slab is selected for its veining, rarity and finish — crafting luxury in stone for refined interiors.
780+
WhatsApp Enquiries
₹46.20
Cost Per Lead
1.9L+
People Reached
How We Helped
BstoneX needed a reliable stream of high-intent enquiries from architects, interior designers and premium homeowners. The challenge was translating the tactile appeal of natural stone into scroll-stopping social creatives, and moving serious buyers into a direct WhatsApp conversation in a category dominated by unbranded local dealers.
Strategy & Tactics
Audience Targeting & Funnel Strategy
High-intent targeting across architects, interior designers, luxury villa owners and premium builders in Tier-1 cities — layered with lookalike audiences built from WhatsApp enquirers and collection-page visitors.
Creative & Ad Copy Strategy
Tactile, close-up marble and quartzite visuals that let the stone speak — slow hand-on-slab video, natural veining detail and understated luxury typography around the line 'Exceptional Natural Stone for Extraordinary Spaces.'
Retargeting & WhatsApp Funnel
Click-to-WhatsApp ads move qualified buyers straight into a 1:1 conversation with the sales team, while retargeting re-engages collection browsers and video viewers with specific stone families and enquiry CTAs.
Optimization & Scaling
Continuous A/B testing across Stories, Reels and Feed placements, weekly CPL optimization, and budget reallocation toward the stone creatives and cities driving the highest quality enquiries.
Campaign Focus Areas
Full-funnel Meta Ads approach to capture leads at every stage
Awareness
Brand & Stone Craftsmanship Storytelling
Video / Reels
Consideration
Collection Showcase & Material Education
Carousel / Image
Conversion
Click-to-WhatsApp Enquiry
CTA Ads / Lead Form
Retargeting
Website Visitors & Video Viewers
Carousel / Video
How Ads Appear Across Placements
Our ads were optimized for multiple Meta placements to maximize reach and engagement.
Instagram Stories
Full-screen vertical ad in Instagram Stories
Facebook Stories
Full-screen vertical ad in Facebook Stories
Facebook Reels
Vertical video ad in Facebook Reels
Instagram Feed
Standard in-feed ad on Instagram
Facebook Feed
Standard in-feed ad on Facebook
Campaign Performance
1,92,400
Total Reach
People reached through Meta campaigns
5,26,800+
Impressions
Total ad impressions delivered
7,140
Clicks
Total clicks generated
780+
Leads / Enquiries
Qualified WhatsApp stone enquiries
Performance Metrics Summary
₹36,036
Total Spend
₹46.20
Average CPR
₹5.05
Average CPC
1.36%
Average CTR
Results & Impact
Steady flow of qualified WhatsApp enquiries from architects and designers
Strong brand recall for BstoneX as a premium natural stone label
Highest engagement on tactile, close-up slab video creatives
Lower cost per enquiry through the click-to-WhatsApp funnel
Expanded reach among luxury villa and interior project buyers
Premium positioning established in a largely unbranded stone market
Selling a Tactile Material Through a Screen
BstoneX sources marble and quartzite for architects and homeowners who buy slabs the way collectors buy art — after seeing the veining in person. Their category is dominated by local yards with no branding and no online presence, which meant BstoneX had almost no competitive reference point for what a premium stone brand should look like on social media.
Our first campaigns leaned on polished, studio-style product shots, treating the slabs like typical home decor catalogue imagery. Engagement was flat — the material's appeal is texture and rarity, not a clean product photo. We switched to slower, close-up hand-on-slab video and natural-light footage that let the veining and finish do the talking, paired with understated copy instead of sales language.
From there, the account matured around a click-to-WhatsApp funnel: awareness content built familiarity with the brand, consideration carousels educated buyers on stone families, and conversion ads moved warm viewers straight into a sales conversation. Retargeting kept collection browsers and video viewers in the loop as they moved through a naturally slow, high-consideration purchase cycle. Teams selling other visually driven or high-ticket products can see how our Meta Ads approach adapts to their category.
Key Takeaways
- For tactile or material-led products, texture-forward video usually outperforms polished catalogue photography.
- In unbranded categories, consistent premium presentation is itself a differentiator competitors haven't claimed.
- Click-to-WhatsApp works best when it's the final step of a funnel, not the first ad a cold audience sees.
- Layer awareness, consideration and conversion creative separately rather than repeating one ad format everywhere.
- Let genuine early performance data (not assumptions) decide which creative style to scale.
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