Objective
Generate high-intent leads for Madras Campers through Facebook & Instagram Ads by targeting adventure seekers and travel enthusiasts across India.
Project Duration: 1 Months
Campaign Overview:
| Metric | Result |
|---|---|
| Total Leads | 694 |
| Total Ad Spend | ₹19,865.41 |
| Total Reach | 178,545 |
| Total Impressions | 394,348 |
| Average CPL (Cost/Lead) | ₹28.62 |
| Campaign Duration | May–July 2024 (Approx.) |
Top Performing Ad Sets:
- Madras Campers Ad Set
- Leads: 419
- Reach: 108,258
- CPL: ₹29.93
- Amount Spent: ₹12,541.47
- Impressions: 250,821
- 🔥 Primary revenue driver with the highest reach and conversions.
- New Leads Ad Set (May 31 Edit)
- Leads: 170
- Reach: 49,576
- CPL: ₹21.86
- Amount Spent: ₹3,716.93
- ✅ Most cost-effective ad set with lowest CPL.
- Bikers Leads Ad Set
- Leads: 62
- Reach: 17,757
- CPL: ₹30.23
- Amount Spent: ₹1,874.31
Targeting Strategy:
- Audience Segments:
- Adventure & travel lovers (ages 25–45)
- Motorcycle communities, camping enthusiasts
- Retargeting of website visitors & Instagram engagers
- Geographic Focus:
- Southern India metro cities & hill destinations
- Niche targeting for festival & long-weekend traffic
Creative Strategy:
- Engaging video reels showing camper van interiors & road trip clips
- Carousel ads highlighting:
- Weekend getaway packages
- Customizable van interiors
- Limited-time seasonal discounts
- CTAs: “Book Now”, “Enquire on WhatsApp”, “Explore Packages”
Results & Insights:
- 694 Total Leads at an average CPL of ₹28.62, well below industry benchmarks (₹40–₹60).
- Low CPL (₹21.86) achieved by optimizing creative relevance and ad placements.
- Most conversions occurred from Instagram Mobile Feeds & Stories.
- Continuous A/B testing of creatives & targeting segments improved performance mid-campaign.
Challenges:
- One underperforming ad set (“Biking leads campaign 06/14/2024”) generated only 2 leads at ₹208.87 CPL.
- Initial creatives lacked clear call-to-action and needed refinement for mobile viewers.
Solutions Implemented:
- Disabled underperforming ad sets and reallocated budget.
- Introduced WhatsApp click-to-chat ads with simplified lead forms.
- Added urgency-based messaging (“Limited Weekend Vans Available!”).
Client Impact:
“We saw a massive spike in weekend bookings and inquiries. The CPL was well within our budget and the audience targeting was spot on. Superb job by the team!”
– Madras Campers Management
Next Steps:
- Launch lookalike audiences from high-intent leads.
- Add retargeting funnel for abandoned form fills & site visitors.
- Begin influencer collaboration + UGC ad content.
