AK Apple Ply – Meta Ads Campaign
Objective:
To increase website traffic and generate high-quality leads for AK Apple Ply through targeted Meta (Facebook & Instagram) campaigns.
The Challenge:
While the campaign delivered strong lead numbers, we faced a few critical challenges during execution:
- Audience Saturation: As the campaign progressed, ad fatigue began to affect performance. We noticed a drop in CTR and lead volume due to repetitive exposure. To overcome this, we refreshed creatives weekly and rotated messaging to keep the audience engaged.
- Lead Quality Variation: In the initial phase, many leads were unqualified or not the decision-makers. We optimized the lead form questions and narrowed down the audience targeting to business owners and professionals from the construction and furniture industries, which significantly improved lead quality.
- Tracking Limitations: Meta’s default tracking provided limited visibility into lead journey and conversion intent. We integrated backend lead tracking with the client’s CRM to better assess lead quality and streamline the sales funnel.
- Rising Cost per Lead: The cost per lead was initially higher than industry benchmarks. Through continuous A/B testing of creatives, targeting layers, and ad placements, we brought the CPL down to ₹174.80.
The Strategy:
We implemented a full-funnel lead generation campaign with a focus on detailed audience targeting based on industry interests such as construction, architecture, interior design, and real estate. Creative emphasis was placed on product quality, durability, and brand trust—supported by high-performing visuals and headlines.
Execution:
- Platform: Meta Ads (Facebook & Instagram)
- Ad Objective: Website Conversions (Lead Generation)
- Ad Type: Website Leads
- Targeting: Business Owners, Architects, Real Estate Developers, Contractors
Results:
- Total Amount Spent: ₹177,062.59
- Website Leads Generated: 1,034
- Cost Per Lead (CPL): ₹171.24
- Reach: 444,547
- Unique Link Clicks: 14,932
Creative Performance:
We used a mix of MG videos and static image ads. The creatives with product-in-use visuals and CTA-driven captions delivered the highest lead engagement.
The Outcome:
We successfully built a strong lead pipeline for the sales team. The CPL remained under the benchmark, and user engagement improved significantly, validating the creative and targeting approach.