# ✅ Performance Marketing Case Study

## 🚀 Lead Generation for a Mosquito Screens Company

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# 1️⃣ Project Overview

### Industry

Home Improvement / Mosquito Screen Solutions

### Services Offered

* Door & Window Mosquito Screens
* Balcony & Sliding Screens
* Pleated & Roller Mesh Systems
* Customized Installation Solutions

### Objective

🎯 Generate high-quality leads at a lower cost and scale lead volume using Meta Ads.

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#2️⃣ Problem Statement

Initially, the campaigns were not delivering strong results.

### Key Challenges:

* ❌ Low lead volume
* ❌ Average CPL (Cost Per Lead)
* ❌ English creatives not resonating with local audience
* ❌ Limited engagement on ads

Despite running ads consistently, the campaign was not performing at its true potential.

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# 3️⃣ Initial Strategy (Phase 1)

### Creative Approach

* Static banners in English
* Product-focused messaging
* Generic ad copies

### Targeting

* Location-based targeting
* Interest-based audiences

### Results (Before Optimization):

📊 Performance Metrics:

* Leads Generated: **80**
* Cost Per Lead (CPL): **₹22**
* Creative Format: English Banners

👉 Insight:
The creatives were not connecting emotionally with the local audience.

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# 4️⃣ Strategic Shift (Phase 2) – Creative & Content Transformation 🔥

To unlock better performance, we redesigned the creative strategy.

### ✅ Key Changes Made:

#### 1. Vernacular Content Strategy

* Switched from English to local language creatives
* Used regional tone & relatable messaging

#### 2. Reel-Based Creative Format

* Product demo in real environment
* Anchor explaining the product benefits
* Owner showcasing live demo
* Real-life problem → solution storytelling

#### 3. Trust & Authenticity Framework

* Human presence instead of generic banners
* Demonstration of actual product quality
* Visual proof of effectiveness

#### 4. Hook-Based Video Structure

* Problem hook (mosquito issue)
* Demo of solution
* Benefits & CTA

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# 5️⃣ Execution & Implementation

### Platforms Used

* Meta Ads (Facebook & Instagram)

### Actions Taken

* Created vernacular demo reels
* Tested multiple hooks & scripts
* Optimized audience targeting
* Scaled winning creatives
* Continuous CPL optimization

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# 6️⃣ Results After Strategy Change 🚀

### 📊 Performance Metrics (After Optimization):

| Metric | Before | After |
| ——————- | —— | —— |
| Leads | 80 | 580 |
| CPL (Cost Per Lead) | ₹22 | ₹13.11 |
| Lead Growth | — | +625% |
| CPL Reduction | — | -40% |

🔥 Impact:

* Leads increased by **7.25x**
* CPL reduced by **~40%**
* Massive improvement in engagement & conversions

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# 7️⃣ Key Insights & Learnings 🧠

### 💡 1. Vernacular Content = Higher Conversion

Local language creatives created stronger emotional connection and trust.

### 💡 2. Demo-Based Reels Outperform Static Ads

Real product demonstration increased credibility and intent.

### 💡 3. Human Presence Boosts Trust

Anchor + owner in reels improved authenticity and relatability.

### 💡 4. Storytelling Beats Selling

Problem → Demo → Solution framework drove higher conversions.

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# 8️⃣ Business Impact

✅ Consistent lead flow
✅ Lower acquisition cost
✅ Scalable creative framework
✅ Strong local brand recall

The campaign transformed from low-performing ads to a high-conversion lead generation system.

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# 9️⃣ Conclusion

This case study proves that **creative strategy is the real growth lever in performance marketing**.

By shifting from generic English banners to vernacular demo-based reels, the mosquito screens company achieved exponential growth in leads while reducing CPL significantly.