Performance Marketing
SCALING
REVENUE &
ACQUISITION
Data-driven, full-funnel marketing campaigns engineered for high-intent conversion
CASE STUDY SCALING QUALIFIED LEADS
March – May 2025
Scaling qualified leads across pan-India fitness markets
How a full-funnel rebuild transformed a high-spend, low-quality acquisition engine into a precision-driven growth machine across premium fitness studios
Blended ROAS (Peak)
329.5×
Peak month efficiency
GMB CPL Reduction
46%
Cost-per-lead drop
Facebook Lead Gen CPL
₹86.57
Target acquisition cost
Connected Lead Rate
17.55%
vs baseline in March
THE FUNNEL CHALLENGE
Three problems draining the funnel
The account had reach but not results. Spend was going out, leads were coming in, but the conversion chain was broken at almost every link
A four-part growth directive
Improve lead quality. Increase conversion-to-paid rates. Reduce acquisition inefficiencies. Build a repeatable growth framework that could scale across all locations.
KEY BOTTLENECK ANALYSIS
High cost, low quality
Cost-per-lead was elevated and inconsistent across regions. Lead quality varied widely by market with no systematic way to improve it
Weak paid conversion
Social campaigns drove volume, but conversion-to-paid rates, the metric that actually moved revenue, remained persistently poor
Channel imbalance
Meta dominated spend but pulled unqualified demand. Google Search, the highest-intent channel, was left significantly underutilised
The Strategy: A Three Layer Acquisition Rebuild
Rather than optimising within a broken structure, we rebuilt the acquisition funnel from the ground up, restructuring campaigns, refreshing creative, and closing the loop between sales and media
Localised campaign restructuring
GMB Smart campaigns were split by individual studio clusters, enabling granular budget allocation at the market level rather than running a single blended campaign. Google Search was segmented by intent, brand, personal training, weight loss, and nutrition, each bucket receiving its own bidding strategy, intent-specific keywords, and tailored landing experience. This cut wasted spend and improved relevance throughout the funnel
Meta creative & audience overhaul
Underperforming Awareness campaigns had their budgets pulled back. Spend was reallocated toward proven Lead Gen funnels, supported by new creative sets, nutrition-focused variants, condition-specific messaging, and CRM-informed audience targeting. Conversion feedback was fed directly back into targeting to continuously refine audience quality over time
CRM-driven media feedback loop
Lead statuses, Connected, Converted, Cold, Unqualified were structured into a CRM feedback system that fed directly into weekly media planning. This allowed rapid budget reallocation away from low-quality traffic sources and created tight alignment between the sales team and campaign optimisation. The result: a pipeline focused on qualified demand, not vanity volume
COST EFFICIENCY ACROSS CHANNELS
Every channel saw cost-per-lead improve. GMB Smart campaigns, benefiting most from localised restructuring, delivered the sharpest gains
| Channel | March CPL | April CPL | May CPL | CPL Improvement |
|---|---|---|---|---|
| Google Search | ₹288.83 | ₹263.46 | ₹276.81 | 4% drop |
| Facebook Lead Gen | ~₹107 | ₹86.57 | ~₹97 | 19% drop |
| GMB Smart Campaigns | ₹19.27 | ₹16.18 | ₹10.49 | 46% drop |
* May data reflects 1st to 20th only
APRIL HIGHLIGHTS
Peak Conversion Performance
April emerged as the strongest month for conversion efficiency and lead quality. The shift from volume-chasing to qualified pipeline drove outsized revenue outcomes.
ROAS BY ACQUISITION FUNNEL
Facebook Lead Gen
Paid social campaigns drove highly efficient leads with exceptional return.
High-Intent Call Campaigns
Direct inbound calls from GMB Smart profiles generated outstanding return.
Google Search
Intent-based search bidding strategy delivered strong, high-conversion acquisition.
KEY TAKEAWAYS: WHAT ACTUALLY DROVE THE GROWTH
Five strategic shifts separated this engagement from standard campaign management
Localisation Beats Broad
Breaking campaigns into market-level segments unlocked major efficiency gains, especially in GMB. A single blended campaign cannot optimise for markets with different demand patterns.
Intent Segmentation
Brand, personal training, and weight-loss queries behaved differently and required separate bidding paths. Merging them diluted relevance and wasted spend.
CRM Data Multiplier
Feeding lead-quality statuses back into weekly media decisions reduced spend on dead-end traffic. The feedback loop between sales and campaigns is what tightens a funnel.
Awareness vs Lead Gen
Separating these objectives - rather than conflating them in one campaign - improved both efficiency and overall funnel quality. Each needs its own metric.
Volume is Not the Goal
Prioritising connected rate and paid conversions over raw lead counts produced stronger revenue outcomes with less wasted spend. Qualified pipeline beats inflated dashboards.
RESULTS AT A GLANCE
329.5×
Blended ROAS
Peak Month
₹86.57
Facebook CPL
Lead Gen
46%
GMB CPL Reduction
March to May
17.55%
Connected Lead Rate
In April
38
Paid Conversions
Peak Month
Full-Funnel Performance Marketing Solutions & Ad Creative Strategy
Performance marketing is not just about setting up campaigns; it is about establishing a scientific system to scale revenue. At Candoit Media, we blend conversion-focused graphic and video production with precise ad account operations on Meta, Google, and LinkedIn.
Creatives are the New Targeting
Ads platform algorithms rely more on artificial intelligence and broad targeting, the creative asset itself has become the primary driver of performance. We produce multiple creative variations (including UGC, high-ticket conversion ads, and carousels) to isolate winning combinations that lower your cost-per-acquisition (CPA).
Scaling Fitness, B2B, and E-commerce Leads
Our case studies demonstrate real growth. By mapping out custom user journeys and setting up automated lead nurturing systems, we help our clients (ranging from fitness studios to local coworking spaces in Gujarat) optimize their conversion funnels and maximize return on ad spend (ROAS).
Marketing FAQs
How do you scale campaign budgets?
We scale budgets incrementally, ensuring ad frequency and CPA remain stable as spend increases.
Do you offer creative assets only?
Yes. We can operate as your full performance agency or as a dedicated creative asset partner.
What ad platforms do you specialize in?
We run full-funnel campaigns across Meta (Facebook & Instagram), Google (Search, Display, and YouTube), and LinkedIn.
Do you handle copywriting and landing pages?
Yes. Effective performance marketing requires cohesive messaging. We write all copy and design/optimize landing page funnels to maximize conversion. Ready to scale? Book a strategy call today
Get in Touch
Let's build something
remarkable together
Ready to turn your expertise into influence? We'd love to hear about your project
What Happens Next?
1. Project Review
We look over your social presence, website, and goals within 24 hours
2. Discovery Call
A brief chat to align on scope, budget, timelines, and deliverables
3. Custom Strategy
We propose a tailored framework built around your specific audience
What Happens Next?
1. Project Review
We look over your social presence, website, and goals within 24 hours.
2. Discovery Call
A brief chat to align on scope, budget, timelines, and deliverables.
3. Custom Strategy
We propose a tailored framework built around your specific audience.