Problem Statement
- The budget was being spent on Audience Network placements, resulting in low-intent leads. - The initial campaign structure was heavily dependent on interest-based targeting. - Sales bandwidth was being consumed by leads coming from non-serviceable locations or users with low electricity bills. - Dynamic Ads created inconsistencies between ad creatives and ad copy, leading to mismatched messaging and causing confusion among users.
Our Approach
Lead Quality Optimization
Identified gaps across the funnel and focused on improving the quality of leads entering the sales pipeline.
Creative & Targeting Optimization
Refined targeting, messaging, and creatives to improve engagement, conversions, and scalability.
Strategy
We audited the ad accounts and identified many gaps such as internal competition between their own ads. Talked to the sales team and found out that many users were either from non serviceable location or with low electricity bills - We corrected their CTAs and tested different versions to see what worked best. - We changed the form and added specific, relevant details that only high-intent users would take the time to fill out. This helped us capture genuine leads from serviceable areas. - Added phone verification and pincode selection to the forms to ensure we only got real phone numbers from areas we actually serve. - Paused ads on third-party sites (Audience Network) and spent our budget on platforms where we could get higher-intent leads. - Created Meta Instant Forms in regional languages. - Tested different ad creatives and messaging to identify what resonated best with users. - Stopped auto-mixing ads so we could match the right creatives to the right language. We also refreshed our ad creatives every two weeks to avoid ad fatigue. - To improve scalability and leverage existing data signals, we shifted to Advantage+ audience targeting.