Case study · Instagram Ads · Amman

Instagram Ads for Luxury Furniture in Amman | Case Study

How AlGurus generated 2,748 high-intent leads through Instagram Direct Messages for a luxury furniture retailer in Amman, at $2.14 per lead against a $5–8 industry average, on a $5,892 budget.

Luxury & high-end furnitureAbdoun, Sweifieh, DabouqInstagram DMsAds Manager report: May 2023 – May 2025Home Decor & Furniture

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Replay availableCase file · May 2023 → May 2025

2,748 leads

high-intent furniture inquiries through Instagram DMs

$2.14cost per lead

2.62%click-through rate

$5,892total spend

Watch the campaign replay6 stops, from the starting point to the result

Results at a glance

For a luxury and high-end furniture retailer in Amman, AlGurus ran Instagram Ads designed to start a conversation in Direct Messages instead of sending people to a website. On a total spend of $5,892, the campaign generated 2,748 leads at a cost per lead of $2.14, 60–73% below the $5–8 industry average for luxury DM leads. The click-through rate of 2.62% was 101% above the 1.3% average. Aspirational visuals of Amman homes, targeting of affluent neighbourhoods and a one-tap “Send Message” path made the difference.

Meta Ads Manager results by placement for the furniture showroom: Instagram Stories 1,537 messaging conversations at $1.90 each and 2.62% CTR, Feed 695 at $2.11 and Reels 514 at $2.92. — Messaging conversations by placement See all 2 screenshots

Total leads: 2,748Instagram DM inquiries
Cost per lead: $2.14vs $5–8 industry average
CPL vs industry: 60–73% loweragainst the $5–8 range
Click-through rate: 2.62%vs 1.3% industry average, 101% higher
Total spend: $5,892whole campaign
Top responding age: 25–34almost all women; affluent Amman: Abdoun, Sweifieh, Dabouq

01 · The challenge

High-ticket furniture, sold one conversation at a time

The client is a luxury and high-end furniture retailer in Amman, Jordan, selling to affluent neighbourhoods such as Abdoun, Sweifieh and Dabouq. The objective was high-intent leads through Instagram Direct Messages for premium furniture inquiries.

A niche audience

Reaching affluent buyers in Amman’s competitive luxury furniture market means finding a small group of people inside a big platform.

High expectations

Luxury shoppers expect exclusivity and personalised service. A generic ad and a long form would feel wrong for the brand.

Cost sensitivity

The industry average cost per lead for luxury DMs is $5–8. Leads had to be both cheaper and better than that.

02 · The strategy

A visually immersive campaign for Amman’s elite

We built the campaign around how luxury furniture is actually sold: a buyer sees a piece in a home like theirs, asks a question, and a designer answers personally. Instagram DMs made that possible at scale.

ObjectiveGenerate high-intent leads through Instagram Direct Messages for premium furniture inquiries in Amman.

Pillar 1

Luxury-first creative

Carousels of the furniture in upscale Amman homes (“Elevate Your Abdoun Villa with Italian Craftsmanship”) and Arabic captions with exclusive calls to action.

Pillar 2

Granular audience targeting

Users in Amman’s affluent areas interested in luxury interiors, high-net-worth lifestyles and premium brands, with low-income postcodes excluded.

Pillar 3

DM-first optimisation

Instagram’s “Send Message” button directly in the ads, with automated replies so every inquiry got an instant answer.

The calls to action did a lot of quiet work. “DM for Exclusive Preview” and an Arabic offer of 15% off luxury designs positioned the brand as a curator of exclusivity, which attracted serious buyers rather than bargain hunters.

03 · Execution, replayed

Press play: from a carousel to a conversation

Drag the timeline or press play. Each stop shows what we did and the number it moved, and the results board fills as you go.

6 / 6

Starting point

Affluent buyers, high expectations

Luxury furniture is a high-ticket, personal purchase. The audience in Amman is small, the market is competitive, and buyers expect exclusivity and personal service from the first contact.

A niche audience: affluent buyers in Amman
Luxury shoppers demand exclusivity and personalised service
Cost sensitivity: DM leads in luxury are expensive

The bar to beat

$5–8

industry average cost per lead for luxury DMs

Industry CPL (high)$8

Industry CPL (low)$5

Step 1 · Creative

Furniture in upscale Amman homes

We showed the pieces where the buyer lives, not in a showroom. Carousels placed the furniture in upscale Amman homes, with lines written for those homes.

Carousel ads of furniture in upscale Amman homes
Copy such as “Elevate Your Abdoun Villa with Italian Craftsmanship”

Metric it moved

2.62%

click-through rate, 101% above the 1.3% average

This campaign2.62%

Industry avg1.3%

Step 2 · Offer

Arabic calls to action that feel exclusive

The call to action was an invitation, not a sales push: a private preview, or an exclusive offer on luxury designs, written in Arabic.

“DM for Exclusive Preview”
“خاص: خصم 15% على التصميمات الفاخرة” (Exclusive: 15% off luxury designs)
The brand positioned as a curator of exclusivity

The offer

15%

exclusive discount on luxury designs in the Arabic captions

Step 3 · Targeting

Affluent Amman, and the women who furnish the home

We focused on people who could actually furnish a villa: users in Amman’s affluent areas with interests in luxury interiors and premium brands, and we cut low-income postcodes to put quality before quantity. Ads Manager shows who answered: almost all conversations came from women, led by ages 25–34 and then 35–44.

Users in Amman’s affluent neighbourhoods
Interests: luxury interiors, high-net-worth lifestyles, premium brands
Low-income postcodes excluded

Top responding age

25–34

the largest group of conversations, almost all from women, followed by 35–44

Step 4 · DM-first

One tap to a conversation

A website form is a hurdle for someone browsing on a phone. The “Send Message” button opened a DM straight from the ad, and an automatic reply answered instantly.

Instagram’s “Send Message” button directly in the ads
Automated instant replies, e.g. “Thank you for your inquiry! A design expert will contact you shortly.”

Metric it moved

$2.14

cost per lead, 60–73% below the $5–8 average

This campaign$2.14

Industry (low)$5

Industry (high)$8

Result

2,748 leads on $5,892

Each lead arrived as a conversation the sales team could pick up, from an audience chosen for quality.

2,748 total leads
$5,892 total spend
$2.14 cost per lead

Total leads

2,748

luxury furniture inquiries through Instagram DMs

The Meta Ads Manager report covers 1 May 2023 – 9 May 2025; the case gives no dates for each phase. The stops follow the order of the work; they are not dated milestones.

Selling high-ticket pieces in Amman?

A 30-minute strategy call. We show you how a DM-first Instagram campaign would work for your products and your sales team.

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04 · The results

Better leads at a fraction of the usual cost

The comparisons below are against the industry averages quoted in the case, not before-and-after figures.

Cost per lead

This campaign vs luxury DM average (lower is better)

60–73% lower

$2.14

Click-through rate

This campaign vs industry average

101% higher

2.62%

1.3%

On a total spend of $5,892, the campaign generated 2,748 leads. Aspirational visuals of Amman’s luxury homes, hyper-targeting of affluent neighbourhoods like Abdoun and frictionless DM calls to action drove a $2.14 cost per lead and a 2.62% click-through rate.

Results vs industry averages
Metric	Result	Industry average	Difference
Cost per lead (CPL)	$2.14	$5–8	60–73% lower
Click-through rate	2.62%	1.3%	101% higher
Total leads	2,748	N/A	N/A
Total spend	$5,892	N/A	N/A

Platform screenshots

Proof from the platforms

Real screenshots from the ad, analytics and store accounts behind this case. Client names and account details are not shown. Open any screenshot to see it full size.

Meta Ads ManagerMessaging conversations by placement
Meta Ads ManagerResults by age and gender

05 · What we learned

Three lessons for luxury brands in Amman

Show the piece in the buyer’s home

Furniture in upscale Amman homes, with copy that names the neighbourhood, earned a 2.62% CTR.

Start a conversation, not a form

A one-tap “Send Message” and an instant reply brought the cost per lead down to $2.14 for a high-ticket product.

Exclude to improve quality

Focusing on affluent areas and cutting low-income postcodes put quality before quantity: almost every conversation came from women in the household-buying ages of 25 to 54.

Why Instagram Ads for luxury furniture

Visual storytelling. Instagram’s visual formats show craftsmanship better than any text ad.

Direct engagement. DMs allow the personal service that high-ticket purchases need.

Local precision. Neighbourhood-level targeting keeps a small budget on the right homes.

Services used

The team and tools behind this case

Instagram AdsDM-first campaign with “Send Message” ads Meta AdsAffluent Amman targeting and exclusions Community ManagementInstant automated DM replies Social Media DesignCarousels of furniture in Amman homes

Platform & partners

Google PartnerPremier 2026

MetaBusiness Partner

ShopifySelect Partner

SallaPartner

Built by a Google Premier Partner, Meta Business Partner, Shopify Partner and Salla Partner agency in Amman: $28M+ in ad spend managed, 75+ Shopify stores delivered, 120+ brands served. Google Premier Partner: Top 3% of Google Partners in the World.

FAQ

Questions about this case

What cost per lead did the luxury furniture campaign achieve?

$2.14 per lead, against a $5–8 industry average for luxury DM leads. That is 60–73% lower, across 2,748 leads.

How much was spent on the campaign?

$5,892 in total, which generated 2,748 leads through Instagram Direct Messages.

Why use Instagram DMs instead of a lead form or website?

Luxury furniture buyers expect personal service. The “Send Message” button opens a conversation straight from the ad, an automatic reply answers instantly, and a design expert follows up. That removes friction and starts the relationship the right way.

Who did you target in Amman?

Users in Amman with interests in luxury interiors, high-net-worth lifestyles and premium brands, focused on affluent neighbourhoods such as Abdoun, Sweifieh and Dabouq, with low-income postcodes excluded. In Ads Manager almost all conversations came from women, most of them aged 25–34, then 35–44 and 45–54.

Is a 2.62% click-through rate good for luxury furniture ads?

The industry average quoted in this case is 1.3%, so 2.62% is 101% higher. See our Instagram Ads agency in Jordan page for how we build campaigns like this.

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