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A paid campaign rebuilt around conversion tracking, dedicated landing pages and creative that gets tested.
What the client came to us with & where they started.
LOC was running paid advertising and reporting healthy reach and impressions. What nobody could answer was what an enquiry cost.
The account had no reliable conversion tracking, so every optimisation decision had been made against reach — a metric the platforms will happily maximise forever. Traffic was also landing on a general page rather than on anything built for the campaign, which meant most of the click was being paid for and then thrown away.
Execution workstreams shipped in-house.
Conversion tracking before anything else
Form submissions, calls and WhatsApp clicks all instrumented and verified before a single further rupee was spent. Running ads without this is guessing with a budget attached.
Landing pages built for the campaign
Purpose-built pages matching each campaign's promise, with one action on the page. Paid traffic sent to a homepage spends most of its value on navigation.
Campaign structure and creative testing
Rebuilt into a structure that isolates what is working, with multiple creative variants running so that decisions come from comparison rather than from opinion.
Reporting in rupees per enquiry
Weekly optimisation against cost per enquiry and monthly reporting in the same currency, with reach and impressions available but never leading the report.
Quantified metrics & results.
Cost/lead
Dedicated
Weekly
Summary of Impact
The account moved from unmeasurable to accountable. Spend was reallocated toward the campaigns that produce enquiries, and the ones that had been producing only reach were cut — which is where most of the improvement came from.
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