How to reduce CPL and get better inquiries on Meta Ads? Case Study by Mohanish Jaju for India's Leading Meditation Organization

I got a call saying, "Our CPL is Rs. 300 and we have 2000+ leads but zero conversions, let alone, we don't have anyone interested either." I got to work.

I studied their Meta Setup. It was sad to find that the earlier agency had taken all the ownership rights to the Business Portfolio and their page. So, it was a hurdle to first set things right. But, I must laud the support by the earlier agency, and they handed over the rights on priority.

Here are the MAIN ISSUES I found:

1. Ownership of page and business portfolio must be with the client. Agency should take only the manager's access or admin access or partner access.

2. Campaign / Ad Labels should follow a pattern to quickly understand what the ad is about. For example:

AA_Program1_Mohanish_5June = Awareness Ad for Program 1 Set by Mohanish on 5th June.

3. Audience Targeting: Pan India targeting requires huge budgets. This is a common mistake that a lot of clients do (in expectations) and agencies do (in offering) that we want customers "from everywhere". No it does not work like that. Neither does it work like "I want customers only from Deccan region in Pune".

Audience Targeting in Meta Ads should ideally be a broad audience and then optimize it to reach your target buyer persona.

4. Buyer Persona: Ok. This is the most important before you select the interests and behaviors in Meta Ad Audience. Buyer Persona is basically who your target customer is, what they do, what is their income range, where do they live etc. Best to create this in MS Excel or Google Sheets.

5. Budgeting: Meta Ads yield wonderful results if your daily budget is Rs. 800-1500 + taxes. Lower the budget, more the fragmentation of audience. This budget also depends on the program cost. If the program cost is premium then higher budget, if the program cost is lower then a standard budget is ideal. Otherwise, you will get a lot of leads, but mostly spam.

Contact Mohanish Jaju for auditing your Meta Ads Optimization: buzzwithmohanish@gmail.com

The Results I got after Solving the above ISSUES: (to reduce the CPL and get better inquiries on Meta Ads)

CPL dropped from Rs. 300 to avg Rs. 99/- and got high quality leads

PROCESS: (works best for low budgets)

I connected Meta Leads to Google Sheets as CRM. We setup a caller's team with a Sales Toolkit to make calls to encourage leads to join the meditation program.

Out of 78 leads, 29 leads are high intent. That's a 37% high intent conversion possibility.

This Meditation Organization is called Arham Purushakar Meditation and comes under the Arham Vijja Foundation, a brainchild of Gurudev Rishi Praveen ji. Please do visit different programs and register yourself there: APM Experience Shivir Online

During the process, I also finally found where to chat with human on Meta Ads Support. It is truly a HIDDEN GEM on Meta Customer Support. Watch The Video Here to know about it and get the URL to human chat!

This blog is written by Mohanish Jaju and no AI tool was used.