01 / Overview
Over 16 months, Thiqa ran a Facebook Messaging Ads campaign for Petra Cleaning Services in Amman — generating 1,788 direct messaging conversations at an average of $0.73 per conversation, on a lifetime budget of $1,299.73. The campaign reached 141,254 unique users and delivered 574,006 impressions, almost entirely through Facebook placements. The audience was 99.9% female, with the 25–34 and 35–44 age groups driving the majority of conversations. Clear JD pricing in the creative filtered for high-intent buyers and drove consistent lead volume across the full 475-day campaign window.
02 / The Challenge
What We Were Up Against
Petra Cleaning Services needed a steady flow of new clients for their home cleaning, carpet, and furniture washing services in Amman — but cleaning is a high-trust, repeat-purchase category where word of mouth alone cannot scale. The goal was to generate direct messaging leads from Amman households at an affordable cost per conversation.
Cleaning services are considered a discretionary purchase — the ad must create urgency and communicate price clearly to convert cold audiences
The target buyer is almost exclusively female homeowners and apartment residents aged 25–54 in Amman
Competition in the Amman cleaning market is high, with many informal providers — pricing transparency was essential to stand out
The client's primary conversion channel is WhatsApp and Messenger direct messages, not website forms
03 / How We Generated 1,788 Conversations for $1,299
How We Fixed It
Messenger Objective — Direct-to-Conversation Campaigns
We set the campaign objective to Messaging Conversations — optimising Facebook's algorithm to find users most likely to initiate a direct message, not just click a link. This bypassed the need for a landing page and put the client directly into conversation with buyers who were ready to book.
Hyper-Targeted Female Audience in Amman
Data confirmed that 99.9% of all conversations came from women. We built and refined audiences around Amman-based women aged 25–54 with interest signals in home care, cleaning, and household management — focusing budget on the age groups with the highest conversion volume (25–44) and acceptable cost per result.
Price-Led Creative with JD Pricing
The highest-performing ad creative was a 4-panel collage showing specific services with clear Jordanian Dinar pricing — carpet sets from 13 JD, sofa sets from 16 JD. Including the price in the ad filtered out non-buyers and attracted high-intent audiences who were ready to message immediately after seeing the offer.
Facebook-First Placement
Almost all results came from Facebook placements, not Instagram or other Meta surfaces. We concentrated delivery on Facebook Feed and Stories where Petra Cleaning's target demographic — women 25–54 in Amman — is most active and most likely to convert to a direct message inquiry.
04 / 1,788 Conversations — $0.73 Average Cost Per Message
The Numbers
1,788
Messaging Conversations
Feb 2025–May 2026
$0.73
Cost per Message
per conversation started
$1,299
Total Spent
$1,400 lifetime budget
574K
Impressions
Facebook placement
99.9%
Female Audience
of all results
05 / Verified platform data — Meta Ads Manager
Platform Screenshots
Performance Overview — Conversations, Cost & Spend
Demographics — Age & Gender Distribution
Placement — Impressions & Results by Platform
Campaign Table — Budget, Impressions & Reach
Ad Creatives