Performance Marketing Case Study

🚀 Lead Generation for a School (Lead Form → WhatsApp Strategy Shift)
1️⃣ Project Overview
Industry

Education / School Admissions

Objective

🎯 Generate high-quality admission inquiries (leads) at an affordable cost using Meta Ads.

Initial Approach

Meta Lead Form Ads

Fixed daily budget

Direct lead capture through forms

2️⃣ Challenge & Problem Statement

Initially, the campaign was running with Lead Form ads, but the performance was not satisfactory.

Key Issues with Lead Forms:

❌ Low lead volume

❌ Poor lead quality

❌ High cost per lead

❌ Users dropping before form submission

Initial Performance (Lead Form Strategy):

📊 Campaign Insights:

Daily Budget: ₹200

Leads Generated: Very low / inconsistent

Cost Per Lead: High (₹300–₹500+ approx)

User Intent: Weak

👉 Insight:
Users were not comfortable filling long forms, especially on mobile devices.

3️⃣ Strategic Shift (Phase 2) – WhatsApp Lead Strategy 🔥

To improve results, we completely changed the conversion approach.

✅ Major Strategy Change:

Instead of Lead Forms, we shifted to:

👉 WhatsApp Lead Campaigns

Why WhatsApp?

Faster communication

Lower friction

Higher intent

More natural user behavior

4️⃣ Execution Strategy

✅ Changes Implemented:
1. Funnel Redesign

Old Funnel:
Ad → Lead Form → Submit

New Funnel:
Ad → WhatsApp Chat → Inquiry

2. Creative Optimization

Clear admission-focused messaging

Strong CTA: “Message on WhatsApp”

Simple & direct communication approach

3. User Psychology Shift

Instead of asking users to “fill a form”,
we invited them to “chat instantly”.

5️⃣ Results After Strategy Change 🚀

📊 Performance Metrics (WhatsApp Campaign):

From the screenshot data 👇

Amount Spent: ₹2,125.26

WhatsApp Conversations: 59

Cost Per Result: ₹36.02

Reach: 5,148

Impressions: 13,036

📊 Comparison: Before vs After
Metric Lead Form Strategy WhatsApp Strategy
Daily Budget ₹200 ₹200
Lead Volume Low / Inconsistent High & Consistent
Cost Per Lead ₹300–₹500+ ₹36
User Intent Low High
Conversion Rate Poor Strong

🔥 Impact:

✅ CPL reduced by up to 90%

✅ Leads increased significantly

✅ Better quality inquiries

✅ Higher engagement

6️⃣ Key Insights & Learnings 🧠

💡 1. WhatsApp > Lead Forms for Local Businesses

Users prefer chatting over filling forms.

💡 2. Lower Friction = Higher Conversion

Removing form barriers increased lead volume instantly.

💡 3. Intent-Based Leads

WhatsApp users showed higher interest in admissions.

💡 4. Funnel Matters More Than Ads

Same ads + different funnel = massive performance improvement.

7️⃣ Business Impact

✅ More admission inquiries
✅ Better ROI on ad spend
✅ Faster response cycle
✅ Scalable lead generation system

The school transformed its digital marketing performance by shifting from traditional lead forms to conversational WhatsApp marketing.

8️⃣ Conclusion

This case study proves that changing the lead mechanism can be more powerful than changing creatives or targeting.

By switching from Lead Forms to WhatsApp campaigns, the school achieved:

🚀 Higher leads
💰 Lower cost per lead
🎯 Better quality inquiries

—all within the same budget.