If your product/service has demand, you are amongst the best providers, have enough marketing budget and choose the right marketing company, the sky is the limit.
This case study is the proof of it.
Interestingly, we got this client after they had gone through our other case studies.
References… References… References.
As usual, I asked them plenty of questions before onboarding them. Knowing what problems business face is what makes or breaks the campaign.
So here is some important information.
Business type: Insurance company affiliated with the University.
Product type: Insurance Agent Training Program
Target Location: India
Target Audience: Graduates
Product price: 99,000 INR.
Digital Marketing Ad Budget: 70,000 INR
Now let’s see which challenges they were facing.
Challenges
The client needed a consistent flow of high-intent leads for their Training + Job Placement Program, targeting multiple locations with varying competition levels.
Key obstacles included:
- High competition in the education and placement niche leading to fluctuating lead costs.
- Quality inconsistency from leads generated via broad-interest audiences.
- Identifying which funnel format — Landing Page vs Meta Instant Forms — would deliver the best conversion quality.
- Ensuring ads remained relevant and optimized over a one-month campaign period while managing a structured budget of ₹70,000 (excl. GST).
Here’s the approach we took which got us success.
Solution (Approach)
To overcome these challenges, a multi-layered performance strategy was deployed:
1. Funnel A/B Testing
- Created multiple landing page variations to test messaging, layout, trust indicators, and CTA positions.
- Simultaneously ran Meta Instant Experience/Instant Forms to shorten user journey and reduce drop-offs.
2. Audience Optimization
- Tested custom combinations of: Interests based on training, placements, IT jobs, and career growth.
- Lookalikes built from earlier successful leads.
- Location-based segmentation to identify low-cost, high-quality pockets.
3. Creative Rotation & Performance Filters
- Rotated ad copies and creatives every 5–7 days to avoid fatigue.
- Narrowed down to high-performing creative sets based on CTR, cost per lead, and user intent indicators.
4. Continuous Cost Control
- Used campaign budget optimization to push spend toward top-performing ad sets.
- Identified regions with costs ranging between ₹310.40 and ₹330.14, allowing smarter daily allocation.
5. Lead Qualification Workflow
- Integrated CRM tracking + WhatsApp follow-ups to nurture leads.
- Evaluated lead quality weekly to ensure ads were optimized for deeper intent, not volume.
Result
The combination of structured testing, optimized targeting, and balanced funnels delivered strong measurable outcomes:
- 248 Total Leads Generated
- Cost per Lead (CPL): ₹310.40 – ₹330.14.
- 10 High-Paying Customers Closed from the campaign, worth ₹99,000 each.
- Optimized Funnel Inputs: Identified top-performing landing page variation + most effective instant form setup
- Stronger ROI Path: The revenue from 10 high-ticket customers far exceeded the ad spend, making the campaign profitable.
- Actionable Insights: Clear understanding of which audiences, locations, and funnel types generate premium buyers.
Learnings
- Low cost per lead is not always good. Quality leads matter, and for that you need to spend money.
- Though it is a general notion that a landing page is better than FB’s built-in form, we experienced a 50-50 result in both. Hence, one should always experiment instead of just reading blogs/posts.
- Meta’s algorithm is smart. No need to use too many interests. It just narrows down your audience.
- The lesser your lead contacting time, more the chances of conversion. Do not delay in calling the lead.
That’s it for today. See you soon with the next case study.