The waterproofing industry is booming in Kerala, more people are building homes & other industrial buildings. But, the state has faced a lot of rain in recent years and people experiencing roof leakage is a usual problem. And they are looking for solutions. Therefore the market is expected to flourish in the coming years.

A Kerala-based waterproofing & pest-control company we recently started working for had a very rare online presence, and getting low-quality leads from paid social campaigns. Our task was to generate quality leads for people looking for waterproofing or pest control works and who are more likely to convert into customers. 

After a thorough market research, we created customer personas to get an idea of our top-of-the-funnel audience.

The next one was creatives. The client’s previous social media campaign creatives weren’t up to mark. So we took a long time with the creative team to plan the creative strategy and creative approach. We initiated a different approach to their previous campaigns. We bought the client’s logo as a character in our creative. Such as a superhero/friendly character who protects your household and commercial buildings from huge rain and pests.

Well, with these we did have the results from our Top of the funnel audience itself. So we kept the TOFU campaigns for a month to get maximum data to the meta ads manager. 

• The target area was the entire Kerala state.
• English/Malayalam-speaking people were targeted in the campaigns.
• After analyzing the TOFU campaign performance, We came to the conclusion that the best-performing age group of customers is 35+.

We were able to achieve the following results:

• We did receive 210 quality leads at a cost per lead of INR73.88.
• Gained Total Reach of Facebook & Instagram: 178.3 K Reach
• Total Page Visit on Facebook & Instagram: 772 Profile Visits
• Total Impression: 2,63,247
• Total Leads (Service leads): 210
• Video views: 1,33,406
• Post engagements: 1,00,777
• The conversion rate was 8%

With good market research, customer persona, and creative strategy it is evident that local businesses can achieve a high amount of ROAS from Facebook ads.