Performance Marketing Case Study
🚀 Lead Generation for a Gold Buying Company (Vernacular Creative Strategy)
1️⃣ Project Overview
Industry

Gold Buying / Precious Metal Services

Services Offered

Old Gold Purchase

Gold Jewellery Valuation

Instant Cash for Gold

Transparent Pricing & Secure Process

Objective

🎯 Generate high-quality leads within a limited daily ad budget using Meta Ads.

2️⃣ Challenge & Problem Statement

Initially, the campaign was running with standard creatives but was not delivering leads.

Key Challenges:

❌ Zero or very low leads

❌ English creatives not resonating with local audience

❌ Limited budget (₹200/day)

❌ Low engagement on ads

Initial Performance:

📊 Campaign Setup:

Daily Budget: ₹200

Creative Format: English Banner

Leads Generated: Almost zero / negligible

👉 Insight:
Gold selling is a trust-based decision, and English creatives failed to build emotional connection with local users.

3️⃣ Strategic Shift (Phase 2) – Vernacular Banner Strategy 🔥

To unlock performance, we completely changed the creative approach.

✅ Key Changes Made:
1. Vernacular Language Creatives

Switched from English to local language banners

Used simple, relatable messaging

2. Trust-Focused Communication

Highlighted transparency & instant payment

Used local tone to build credibility

3. Cultural & Emotional Connect

Messaging aligned with local mindset

Clear value proposition in regional language

👉 Core Idea:
People trust what they understand in their own language.

4️⃣ Execution & Implementation
Platforms Used

Meta Ads (Facebook & Instagram)

Actions Taken

Designed vernacular banners

Optimized ad copy & CTA

Retained same targeting & budget

Focused on clarity & simplicity

5️⃣ Results After Strategy Change 🚀

Performance Metrics:
Metric Before (English Banner) After (Vernacular Banner)
Daily Budget ₹200 ₹200
Leads per Day 0–1 10–20
Creative Format English Banner Local Language Banner
Lead Growth — Up to 10x–20x

🔥 Impact:

Massive jump in daily leads without increasing budget

High engagement and inquiry rate

Strong improvement in conversion

6️⃣ Key Insights & Learnings 🧠 

💡 1. Vernacular Creatives Drive Trust

Regional language builds instant credibility in financial decisions.

💡 2. Simplicity Converts Better

Clear, local messaging outperformed generic English ads.

💡 3. Creative Strategy > Budget

Same budget, different creative = exponential results.

💡 4. Emotional & Cultural Relevance Matters

Gold selling decisions are influenced by trust and familiarity.

7️⃣ Business Impact

✅ Consistent lead flow
✅ Better ROI on ad spend
✅ Strong local brand presence
✅ Scalable creative framework

The gold buying company transformed from zero-lead campaigns to a high-performing lead generation system.

8️⃣ Conclusion

This case study proves that vernacular marketing is a growth multiplier in local markets.

By switching from English banners to vernacular creatives, the gold buying company achieved:

🚀 10x–20x increase in daily leads
💰 Same budget, higher ROI
🎯 Better quality inquiries