Case Study: 92 Leads at INR 4K Spending (Mistakes and Optimization)

By Team Dlanes

In our recent digital marketing efforts for LIC, we initially faced some challenges. Our first few campaigns, which targeted a broad audience with a single image creative, didn’t perform as well as we had hoped. The CPL (Cost Per Lead) was higher than expected, and engagement was lower.

Our Strategy Shift

Recognizing the need for improvement, we took a strategic pivot. We made two key changes:

1. Narrowed Audience Targeting: We refined our audience targeting, focusing on specific segments that were more likely to convert into leads. This approach allowed us to reach a more relevant audience and improve ad engagement.
2. Diversified Creative Content: We understood that different types of content resonate with different users. So, instead of relying on just one image, we introduced multiple creatives in our campaigns. Each ad set included both an image and a video. This variety helped us cater to a wider range of user preferences, leading to better overall engagement.

Results of Our Optimization

The changes we made had a significant impact. The CPL dropped to ₹14 INR per lead, a notable improvement. The diversified creatives and more targeted audience allowed us to achieve our lead generation goals more efficiently and cost-effectively.

Conclusion

This experience underscored the importance of adaptability in digital marketing. By narrowing our focus and expanding our creative approach, we turned around a challenging situation and delivered strong results for LIC. This case study is a testament to the power of strategic adjustments and the value of continual optimization in digital campaigns.