Paid Media
A Quarter of Efficient Lead Generation for an ISP
Ran a full quarter of Click-to-WhatsApp acquisition for an ISP where every sign-up needs a human close — sustaining double-digit CTR and a steady flow of qualified leads across four cities on a lean budget.
The problem
An ISP can’t be bought online instantly: the funnel runs ad → website click → WhatsApp enquiry → human close by the CS team. That hand-off makes naive ROAS meaningless, so success had to be defined by lead efficiency and the cost-quality of each conversation generated.
Strategy
- Built Click-to-WhatsApp (CTWA) campaigns across Google and Meta so every ad spend drove a trackable conversation, not just a click.
- Segmented campaigns by service area — Jogja city, Jogja outskirts, Solo, and Purwokerto/Pemalang — to isolate where intent actually converted.
- Optimized for cost per qualified lead and click-to-conversion rate rather than vanity reach.
Execution
- Delivered 1.4M+ ad impressions across the quarter while holding click-through rate in the 12–15% range.
- Ran continuous creative and copy A/B tests to defend CTR as competition and fatigue increased.
- Mapped the post-click funnel (landing page → WhatsApp form → CS follow-up) and tightened drop-off points with the CS team.
- Reviewed city-level performance monthly and concentrated budget on the most efficient areas (Jogja outskirts and Solo), flagging weaker markets for evaluation.
Results
Evidence from the monthly report
Screens from the actual monthly performance report behind these numbers.
What I took away
When the close is human, the marketer’s job is to deliver the cheapest possible qualified conversation and engineer the hand-off — not to chase attribution it doesn’t own. City-level segmentation turned a flat budget into a sharper, more efficient one.