Problem Statement
- Google campaigns were split across multiple cities, which limited data for the algorithm to learn from. This kept costs high and restricted overall lead growth. - Meta was tracking button clicks instead of actual form submissions, causing the algorithm to optimize for low-quality actions rather than genuine leads. - Qualified lead data wasn't being shared back with the platforms, so the algorithms were optimizing for all leads instead of learning from the ones that actually converted.. - A large portion of the budget was being spent on 18–24-year-olds, while the actual target audience consisted of older, higher-intent users.
Our Approach
Full Funnel Audit
We audited the complete funnel and identified the core issue: broken tracking and a fragmented campaign structure were preventing the algorithms from getting enough accurate data to learn and optimize effectively.
Strategy
Google - Rebuilt from city-based to intent-based structure . - Started sending qualified lead data back to Google daily - algorithm now learning from real converters . Meta - Fixed conversion tracking via GTM - event now fires only on actual form submission, not button click. - Introduced OTP verification on instant forms - filtered out low-intent submissions, improved lead quality .- - Identified two high-performing audience segments, expats living in India and users interested in health and wellness, and scaled both to drive better-quality leads. - Fixed age targeting - shifted spend away from 18–24 demographic toward older, higher-intent age groups aligned with the premium package price point - Started sending qualified lead data back to Meta daily - feeding real conversion signals to improve audience targeting
Results
Cost per qualified lead reduced by nearly 60% within 3 months. Lead volume grew almost 4x between December and March. Fixed tracking across platforms, enabling the algorithms to learn from real conversions and optimize more effectively.