This project focused on generating consistent local leads for Little Rock’s #1 Pawn Shop, offering services such as Pawn, Purchase, Retail, Layaway, and Cash for Gold. Facebook Lead Generation Ads were used to drive high-intent inquiries from nearby customers looking to sell, pawn, or buy valuable items—while keeping acquisition costs efficient in a localized market.
- Fb ads
Local Lead Generation for a Pawn Shop in Little Rock, USA
overview
1 Year
Duration
fb & insta adds
Platform
canada
Market
The Challenge
The brand faced three core challenges:
Hyper-Local Audience Limitation
The challenge was to extract sufficient daily lead volume from a limited geographic area without driving up CPL due to audience saturation.
Trust & Transaction Sensitivity
Building instant trust through ads was critical to encourage users to submit their details and visit the store.
Service Variety Under
One Brand
Campaign structure needed to capture leads for pawn, selling, and retail inquiries without confusing users or diluting message clarity.
Strategy & Execution
A Three-Pillar Approach to Sustainable Growth
Localized Campaign Structure
Tight geo-targeting around Little Rock to ensure high-intent local traffic
Separate ad sets for pawn, jewelry, and general inquiries
Budget controlled at ad-set level to avoid overspending on low-intent services
Trust-Focused Creative Messaging
Clear branding positioning the shop as “Little Rock’s #1 Pawn Shop”
Visuals highlighting gold, jewelry, and in-store environment
Messaging centered on fairness, quick cash, and local reputation
High-Intent Lead Capture
Facebook Instant Forms optimized for quick local inquiries
Minimal fields to reduce friction
Clear CTAs encouraging store visits and direct contact
Continuous Local Optimization
Daily CPL monitoring to manage audience fatigue
Creative rotation to maintain engagement
Budget shifts toward highest-converting ad sets
Results
$394,749 in attributed revenue
Across 12 months, the account delivered strong and sustainable growth:
what made this work:
Strong contribution from retargeting and DPA campaigns, sustaining profitability during seasonal shifts
$5448
Total Ad Spend
$9.75
Total Revenue Generated
Overall ROAS
Profitable Across all regions
Cost Per Purchase
Most importantly, performance remained profitable without aggressive budget increases, proving the structure was sustainable.
Key Takeaways
Trust-based messaging significantly improves form submissions
Facebook Lead Ads work effectively for brick-and-mortar service businesses
Controlled scaling prevents CPL inflation in small geographic markets
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