Urbane Flooring
Urbane Flooring
DURATION
1 Month
DURATION
1 Month
CLIENT
Urbane Flooring
CLIENT
Urbane Flooring
Lead Generation
Lead Generation
Ad Creative
Ad Creative
Meta Ads
Meta Ads
Content Strategy
Content Strategy
PROJECT OVERVIEW
PROJECT OVERVIEW
Urbane Flooring is a luxury flooring and countertop installation company in Murrieta, California, built on 30+ years of craftsmanship. They don't compete on price — they compete on precision, service, and quality that lasts. But their previous agency wasn't telling that story. After months of ad spend, they had generated exactly two total leads. Not two per week. Two total. They came to Pixel Smash with one question: Can you fix this? We had two active business weeks to prove we could.
Urbane Flooring is a luxury flooring and countertop installation company in Murrieta, California, built on 30+ years of craftsmanship. They don't compete on price — they compete on precision, service, and quality that lasts. But their previous agency wasn't telling that story. After months of ad spend, they had generated exactly two total leads. Not two per week. Two total. They came to Pixel Smash with one question: Can you fix this? We had two active business weeks to prove we could.
The Challenge
The Challenge
Urbane's previous agency treated them like a commodity business. Generic creative. Broad targeting. Messaging that could have been written for any flooring company in the country. The result? Silence. The real problem wasn't the platform. It was positioning. Urbane isn't competing with big-box stores — they're competing with mediocrity. Their ideal client doesn't care about the cheapest option. They care about detail, durability, and design that elevates their home. The ad strategy needed to reflect that. We rebuilt the entire approach from the ground up: new creative, new messaging, new targeting. Everything designed to attract homeowners who value craftsmanship over convenience.
Urbane's previous agency treated them like a commodity business. Generic creative. Broad targeting. Messaging that could have been written for any flooring company in the country. The result? Silence. The real problem wasn't the platform. It was positioning. Urbane isn't competing with big-box stores — they're competing with mediocrity. Their ideal client doesn't care about the cheapest option. They care about detail, durability, and design that elevates their home. The ad strategy needed to reflect that. We rebuilt the entire approach from the ground up: new creative, new messaging, new targeting. Everything designed to attract homeowners who value craftsmanship over convenience.
WHAT WE DID
WHAT WE DID
We developed a full Meta ad strategy centered on editorial-quality creative and positioning that separated Urbane from every other flooring contractor in Southwest Riverside County. The creative direction was deliberate: dark, moody, sophisticated imagery that looked nothing like typical home improvement ads. Headlines like "Your kitchen deserves more than off-the-shelf" positioned Urbane as a curatorial service, not a transaction. We built both static image ads and short-form video content designed for feed and Reel placements. Every piece of creative was crafted to stop the scroll and speak directly to homeowners who recognize quality when they see it. The targeting was just as intentional. We focused on high-intent homeowners in Murrieta, Temecula, and the surrounding valley — people actively researching remodels, not tire-kickers browsing Pinterest. Then we launched, monitored, and optimized daily. Two active business weeks. That's all we had to prove the system worked.
We developed a full Meta ad strategy centered on editorial-quality creative and positioning that separated Urbane from every other flooring contractor in Southwest Riverside County. The creative direction was deliberate: dark, moody, sophisticated imagery that looked nothing like typical home improvement ads. Headlines like "Your kitchen deserves more than off-the-shelf" positioned Urbane as a curatorial service, not a transaction. We built both static image ads and short-form video content designed for feed and Reel placements. Every piece of creative was crafted to stop the scroll and speak directly to homeowners who recognize quality when they see it. The targeting was just as intentional. We focused on high-intent homeowners in Murrieta, Temecula, and the surrounding valley — people actively researching remodels, not tire-kickers browsing Pinterest. Then we launched, monitored, and optimized daily. Two active business weeks. That's all we had to prove the system worked.
From two total leads to 2–6 new leads every single day.
Urbane went from questioning whether digital advertising worked at all to managing inbound consultation requests as part of their daily operations. The lead quality was strong. The volume was consistent. The system was working.
But the most telling result came in their own words: "You guys are killing it with lead generation — but we've decided we want more of the branding services because the creative you create looks so good."
They didn't just want more leads. They wanted more of the brand work that made the leads possible in the first place.
That's the difference between running ads and building a system.
From two total leads to 2–6 new leads every single day.
Urbane went from questioning whether digital advertising worked at all to managing inbound consultation requests as part of their daily operations. The lead quality was strong. The volume was consistent. The system was working.
But the most telling result came in their own words: "You guys are killing it with lead generation — but we've decided we want more of the branding services because the creative you create looks so good."
They didn't just want more leads. They wanted more of the brand work that made the leads possible in the first place.
That's the difference between running ads and building a system.
