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PERFORMANCE MARKETINGCOMING SOON
Meta Ads Performance Teardown
Hero Metric
Cut CPL from ₹420 to ₹95 in 21 days. Same budget, same offer.
The Brief
A relationship coach running ₹3L per month on Meta. CPL had drifted from ₹140 (three months ago) to ₹420 with no creative changes. Funnel was leaking but they couldn't tell where. Ads, landing page, or DM follow-up. They wanted a teardown, not a rebuild.
The Build
Pulled 90 days of ad-level, landing-page, and DM data into a single sheet. Three findings. (1) Audience saturation. Top creative had served 4M impressions to a 600K-person seed audience. Frequency at 7+. (2) Landing page LCP was 4.8s on mobile, bouncing at 62%. (3) DM follow-up was manual and arrived 6+ hours late. Fixes: rotated 6 new UGC creatives, ported the landing page to a static Next.js build, deployed a WhatsApp closer bot for instant DM reply.
The Result
Day 21: CPL down to ₹95. Booked-call rate up 2.3x. Ad spend held constant. The bot now closes 22% of DMs end-to-end without manual intervention.
What We'd Do Differently
The bot was the highest-leverage fix but the slowest to ship. Next time we lead with the bot in week 1 and fight the ads battle in parallel.