Case study · Marketing agency · Pakistan · Dec 2022 – Mar 2023
Cost per lead cut by 74% for a marketing agency’s training programs
Between December 2022 and March 2023, theadwiz cut the cost of a WhatsApp lead for a Pakistani marketing agency’s training programs from Rs 98.29 to Rs 25.53, a 74% drop. The final campaign brought 370 leads for Rs 9,444 by focusing the budget on one course, A/B testing the audience and targeting 18 to 25-year-olds within 10 km of the institute.
Facebook + Instagram · WhatsApp leads
The goal
Fill the agency’s training programs with student enquiries on WhatsApp.
The challenge
Six courses shared one budget. Leads averaged Rs 98.29, and some courses cost far more. PHP came in at Rs 212.80 a lead.
What we did
- Ran an audience A/B test. The winning audience brought leads at Rs 44.69 vs Rs 87.01.
- Moved the budget to the strongest course, SEO.
- Offered a free SEO workshop as the hook.
- Narrowed targeting to 18–25-year-olds within 10 km of the institute, interested in SEO and digital marketing.
The outcome
370 leads at Rs 25.53 each, 74% cheaper than the first campaign.
The proof: Meta Ads Manager screenshots
These are the campaign’s own dashboards for the period shown. Select a screenshot to open it full size.
Key facts
- Business
- Marketing agency (training programs)
- Market
- Pakistan
- Campaign period
- December 2022 to March 2023
- Platform
- Facebook and Instagram (Meta ads)
- Goal
- Course enquiries on WhatsApp
- Starting cost per lead
- Rs 98.29 (six courses, one budget)
- Final cost per lead
- Rs 25.53
- Leads in the final campaign
- 370
- Spend in the final campaign
- Rs 9,444