Case Study: Navratna Gems – Facebook Ads Lead Generation Success
Client Overview
Navratna Gems is a prominent jewelry brand based in Bangalore, known for its exquisite collection of gemstones and fine jewelry. The brand aimed to increase customer engagement and generate high-quality leads for their products. Initially running Instagram message campaigns, they faced challenges with high lead costs, with each lead priced at ₹160. Seeking a more cost-effective solution, Navratna Gems approached us to leverage Facebook Ads for improved lead generation and return on investment.
Campaign Goals
a. Generate High-Quality Leads: Capture potential customers genuinely interested in purchasing jewelry and gemstones.
b. Cost-Efficient Lead Generation: Reduce the cost per lead (CPL) while ensuring the quality of leads remains high.
c. Increase Brand Awareness: Enhance Navratna Gems’ position as a leading jewelry brand in Bangalore.
Campaign Strategy
a. Platform Used: Facebook Ads
b. Targeting Approach:
i. Location Targeting: Focused on the Bangalore region to maintain local relevance for Navratna Gems’ offerings.
ii. Interest-Based Targeting: Targeted individuals with interests in fine jewelry, gemstones, luxury goods, and fashion accessories.
iii. Behavioral Targeting: Reached out to potential buyers who had recently shown interest in jewelry-related products or visited related websites.
c. Creative Strategy:
i. Visually Appealing Ads: Designed ads that showcased Navratna Gems’ luxurious gemstone collections to attract attention and engage users.
ii. Engaging Ad Copy: Crafted compelling ad copy emphasizing the exclusivity and quality of the jewelry to drive interest and spark inquiries.
iii. Clear CTAs: Incorporated strong calls-to-action (CTAs) encouraging users to inquire about products or learn more through an easy messaging process.
Campaign Results
a. Leads Generated: 7327+
b. Cost per Lead (CPL): ₹44.32
c. Total Ad Spend: ₹324,753.10
Performance Highlights
a. The campaign successfully reduced the CPL to ₹44.32, significantly lowering it from the previous ₹160 CPL generated through Instagram campaigns.
b. High-quality leads were captured, with a clear intent to purchase, leading to better engagement and more inquiries about the jewelry collection.
c. Facebook Ads proved to be a more cost-effective solution, allowing Navratna Gems to scale their lead generation efforts without sacrificing lead quality.
Key Insights
a. Significant Cost Reduction: By switching to Facebook Ads, the cost per lead dropped by over 70%, achieving a much more cost-effective campaign while still attracting high-quality leads.
b. Targeted Audience: Facebook’s precise targeting capabilities ensured that Navratna Gems reached the right audience, leading to affordable yet highly convertible leads.
c. Quality Leads: The leads generated showed higher engagement rates and a strong intent to purchase, reflected in increased interactions and inquiries.
