Client Overview
The Challenges
- • Low-quality leads
- • High cost per lead
- • Leads often not answering calls or having no intent to book
Objective
- • Target people who were engaged and planning to get married
- • Reduce low-quality leads
- • Improve lead quality while controlling CPL
- • Generate actual bookings, not just inquiries
Strategy & Execution
1. Audience Testing Phase (First 10–15 Days)
Instead of scaling immediately, I prioritized a testing phase that combined interest-based and location targeting with emotionally-driven creatives focused on love stories and memories to resonate deeply with engaged and soon-to-be-engaged couples.
2. Lead Quality Tracking System
To eliminate guesswork in ad performance, I tracked all incoming leads through CRM in an Excel sheet, marked ad sets delivering qualified leads versus those that didn't, and pinpointed which ones truly attracted serious prospects.
3. Optimization & Creative Scaling
Paused low-quality ad sets, shifted budget to high-performing audiences generating qualified leads, and tested new creative angles to lower CPL—boosting lead quality and campaign efficiency overall.
Visual Proof & Strategy Evidence
Client testimonial