Dr. Madhavi Anjireddy

Project Overview

Dr. Madhavi Anjireddy launched a wellness and health program aiming to support women in their health journeys. To scale membership, she needed a qualified, high-intent pipeline of leads from Facebook and Instagram. The challenge was to target high-intent female demographics in specific local circles while keeping acquisition costs under the high industry cost-per-lead (CPL) benchmarks of ₹80 to ₹150.

The Challenge & Solution

We designed a multi-creative, multi-ad set targeting strategy across 4 separate campaigns. We leveraged Facebook's Instant Forms (lead generation objective) to reduce drop-offs and friction for mobile users. We focused on local geo-targeting (Chandragiri circles) and deployed A/B creative testing to find the highest-performing content format.

Through careful data analysis, we identified that custom video edits dramatically outperformed static images, driving down the acquisition cost to a fraction of the industry average. We immediately scaled budget to the winning creative while pausing low-performing ads to protect the client's overall spend.

Campaign Performance Summary

Across the campaign lifecycle, we managed a total budget of ₹19,009.16, generating 403 leads at an average CPL of ₹47.17. Below is the detailed breakdown of the campaigns managed in the account:

Creative A/B Test Metrics (Top Campaign):

Our top campaign tested 4 different creatives under the localized geo-targeting ad set, proving that custom video content vastly out-performed standard graphics:

• 🏆 Top Performer - Video Creative A (Winning Edit): Generated 290 leads at a record-low ₹28.79 CPL (accounting for 89% of campaign leads with ₹8,348.75 spend).
• Static Creative B (Standard Banner): Generated 17 leads at ₹97.16 CPL (₹1,651.69 spend). Paused to preserve budget.
• Static Creative C (Duo Carousel): Generated 9 leads at ₹75.32 CPL (₹677.86 spend). Paused.
• Static Creative D (Feature Highlights): Generated 4 leads at ₹273.39 CPL (₹1,093.54 spend). Paused immediately.

Deliverables Completed

• Campaign Architecture Setup: Created 4 campaigns with detailed Lead Form flows on Meta Ads Manager.
• Targeting Strategy: Implemented precise geographic (Chandragiri) and interest-based targeting parameters.
• A/B Creative Testing: Deployed video vs. static image assets, isolating the winning video template.
• Budget Optimization: Actively monitored frequencies (maintained healthy 2.32x) and paused underperforming ad creatives.