01 / Overview
Over two years, Thiqa ran Instagram Messaging Ads for Ewan Furniture in Jordan — generating 3,578 direct messaging conversations at an average of $2.56 per conversation, reaching 219,527 unique users across the country. The audience was 99% female, with the 25–34 and 35–44 age groups driving the majority of inquiries. Instagram accounted for virtually all results, confirming it as the right platform for a visual, aspirational category like home furnishings. Consistent creative rotation across Stories and Reels kept performance stable across the full 2-year campaign window.
02 / The Challenge
What We Were Up Against
Ewan Furniture, a Jordanian home furnishings and décor brand, needed a reliable stream of direct customer inquiries to drive showroom visits and online orders — in a category where purchase decisions are emotional, visual, and rarely spontaneous. The challenge was turning Instagram scrollers into buyers who would message and ask.
Furniture is a high-consideration purchase — buyers research extensively before reaching out, making the cost per conversation inherently higher than impulse categories
The target buyer is almost exclusively female homeowners and interior enthusiasts aged 25–54 who discover brands through visual content
Jordan's furniture and home décor market is competitive, with both established showrooms and informal social sellers competing for the same audience
Sustaining consistent lead flow over 2+ years required continuous creative refresh to avoid ad fatigue
03 / How We Delivered 3,578 Conversations Over 2 Years
How We Fixed It
Instagram-First Strategy for a Visual-First Category
Furniture is bought with the eyes first. We concentrated the entire budget on Instagram — the platform where Ewan's target audience (women aged 25–54 in Jordan) spends time discovering home décor inspiration. Platform data confirmed that Instagram delivered over 99% of all messaging results, validating this focus from the start.
Stories & Reels — Meeting Buyers in Their Feed
We built campaigns around Instagram Stories and Reels with lifestyle-driven creative: aspirational room setups, product showcases with 'Send Message' CTAs, and seasonal sale offers. The vertical format and immersive placements kept Ewan's pieces front-of-mind for users in the consideration phase.
Female Audience Precision Targeting
Data across 2 years confirmed that 99% of all conversations came from women — with the 25–34 bracket driving the highest volume and the most cost-efficient results at $2.56 per conversation. Targeting was continuously refined around this core segment: women in Jordan with interests in interior design, home decoration, and luxury living.
Creative Continuity — 2 Years Without Fatigue
Sustaining performance over 104 weeks required ongoing creative strategy: rotating seasonal themes (sale campaigns, new collection drops, lifestyle inspiration), refreshing headlines and visuals to keep frequency high without burning out the audience. The result was consistent daily conversation volume with no major performance drop over the full 2-year window.
04 / 3,578 Conversations — $2.56 Average Cost Per Message
The Numbers
3,578
Messaging Conversations
Apr 2023–May 2026
$2.56
Cost per Message
per conversation started
219K
Reach
unique users reached
99%
Female Audience
of all results
25–34
Top Age Group
highest converting segment
05 / Verified platform data — Meta Ads Manager
Platform Screenshots
Performance Overview — Conversations & Reach
Demographics — Age & Gender Distribution
Placement — Instagram Dominates Results
Campaign Table — Results, Reach & Cost
Ad Creatives