Meta Ads
Lead Generation
Boat Sales
Campaign Optimisation
TABS Boats
More Boat Enquiries. Significantly Lower Lead Costs.
TABS Boats is an Australian owned and operated boat manufacturer producing Australian-made plate aluminium boats designed for everything from estuary and impoundment fishing through to serious offshore boating.
With an extensive range of boats and configurations, TABS needed a digital advertising strategy capable of reaching the right boat buyers, showcasing individual models and consistently generating qualified sales enquiries
Sleek Marketing developed a targeted Facebook and Instagram advertising strategy focused on increasing lead volume while significantly improving the cost of acquiring each enquiry.
The Results
55%
Reduction in Cost Per Lead
Ongoing campaign optimisation substantially improved advertising efficiency, allowing TABS Boats to generate enquiries at a significantly lower cost.
30%
Increase in Lead Volume
More targeted campaigns and stronger advertising creative helped generate a significant increase in enquiries from potential boat buyers.
Stronger Lead Generation
Across the TABS Boat Range
Individual models and boat ranges could be promoted to relevant audiences, creating a more targeted approach to generating sales opportunities.
The Challenge
Buying a new boat is a significant purchase and different boat buyers are looking for very different things.
An angler looking for a versatile centre console has different requirements from someone searching for a larger offshore hard top or a family-friendly bow rider.
With a broad range of models and configurations available, TABS needed an advertising strategy that went beyond simply promoting the overall brand.
The challenge was to get specific boats in front of the right potential buyers, generate genuine sales enquiries and continually improve the efficiency of the advertising budget.
The Goals
01
Generate More Boat Enquiries
Increase the number of potential buyers making genuine enquiries about TABS boats.
02
Reduce Cost Per Lead
Improve Meta Ads efficiency and generate more opportunities from the available advertising budget.
03
Promote Individual Boat Models
Create campaigns around specific boats and ranges rather than relying exclusively on general brand advertising.
04
Reach the Right Boat Buyers
Match different models and configurations with audiences more likely to be interested in those particular boats.
05
Build Brand Awareness
Maintain consistent visibility with Australian anglers, boat owners and people considering their next boat purchase.
Our Solution
01
Putting the Right Boats in Front of the Right Buyers
Rather than treating every potential boat buyer as the same audience, our Meta advertising strategy focused on matching different TABS boats with relevant potential customers.
TABS manufactures boats for a wide variety of applications, from smaller fishing platforms through to larger offshore boats.
Creative and messaging were developed to make the process simple and encourage potential buyers to explore the boats currently available.Rather than relying on generic traffic campaigns, advertising was structured around the actions that mattered to the business—viewing boats, exploring auction listings and registering to bid.
As new auctions launched, campaigns could be refreshed with new boats, new creative and updated auction messaging to continually give audiences a reason to return.
02
Using the Product to Generate Demand
For a boat manufacturer, the product itself is one of the strongest advertising assets..
Our campaigns used strong imagery and straightforward messaging to put TABS boats directly in front of potential buyers.
Rather than overcrowding advertisements with information, creative was designed to capture attention first and then communicate the key reason someone should enquire.
Different campaigns could highlight particular models, configurations, features and applications depending on the audience being targeted.
This helped potential buyers quickly identify boats relevant to what they were looking for.
03
Turning Interest Into Enquiries
Generating engagement wasn’t the primary objective.
We wanted people who were genuinely interested in owning a TABS boat.
Campaigns were therefore structured around generating enquiries from prospective buyers.
Advertising performance was continually monitored to identify which audiences, boats, messaging and creative were producing the strongest results.
Underperforming campaigns could be adjusted while advertising budget was directed towards the combinations generating more cost-effective enquiries.
04
Scaling Lead Volume Without Increasing Acquisition Costs
Reducing lead cost created another opportunity.
As campaigns became more efficient, the available advertising budget could generate substantially more enquiries.
Rather than simply increasing advertising spend to generate additional leads, we focused on improving campaign performance first.
TABS wasn’t simply generating more enquiries.
It was generating them substantially more efficiently.
05
Supporting Different Models and Business Priorities
Another important part of the strategy was flexibility.
TABS has an extensive range of boats, which means marketing priorities can change depending on particular models, promotions and sales objectives.
Campaigns could be adjusted to support those priorities.
Specific models or boat ranges could be given greater exposure when required, while successful campaigns could be scaled when they were producing strong enquiry volumes.
This created a Meta advertising strategy capable of adapting alongside the business rather than relying on the same generic advertising throughout the year.
The Outcome
Sleek Marketing helped TABS Boats build a more efficient and scalable Meta advertising strategy focused on generating genuine boat buyer enquiries.
Through improved targeting, stronger creative and ongoing campaign optimisation, cost per lead decreased by 55% while overall lead volume increased by 30%.
The combination of these two results is particularly important.
TABS wasn’t simply generating more leads by spending more money. The campaigns became substantially more efficient at the same time as enquiry volume increased.
The result is a stronger lead generation system capable of promoting different TABS models, reaching relevant boat buyers and continually creating new sales opportunities.