Facebook & Instagram Ads Case Study

Client: The Inext Store

The Inext Store is an Apple Authorised Reseller in India offering a range of Apple products including iPhones, MacBooks, iPads, and accessories. The campaign objective was to generate high-quality leads through Facebook and Instagram ads at a low cost per lead (₹2–₹5).

Problem / Challenges

1. High Lead Cost: Previous campaigns generated leads at ₹30–₹100 each, reducing ROI.
   2. Poor Lead Quality: Many leads were invalid or had low purchase intent.
   3. Ineffective Targeting: Broad audiences caused ad budget wastage.
   4. Ad Fatigue: Repetitive creatives led to declining engagement.
   5. Lack of Optimization: Inconsistent tracking and delayed analysis increased campaign costs.

Strategy & Solution

1. Audience Segmentation & Targeting

• Built custom audiences from website visitors, add-to-cart users, and past buyers.
  • Created lookalike audiences of existing customers.
  • Focused geo-targeting on metro and tier-1 cities.
  • Excluded low-intent and irrelevant audiences.

2. Ad Creatives & Messaging

• Designed engaging creatives showcasing Apple products with clear offers such as cashback and exchange bonuses.
  • Used carousel and video ads to highlight features and trust elements.
  • Added strong CTAs like “Get Offer” and “Shop Now.”

3. Lead Form Optimization

• Used Facebook’s Instant Forms with minimal fields to reduce friction.
  • Added optional qualifying questions to improve lead quality.

4. Budgeting & Placements

• Tested multiple placements — feed, stories, and reels.
  • Reallocated budget from underperforming ads to high-converting sets.
  • Used A/B testing for creatives, offers, and audience segments.

5. Retargeting & Automation

• Retargeted users who interacted with the brand but didn’t convert.
  • Implemented lookalike audiences based on top converters.
  • Automated campaign monitoring to pause high-CPL ads quickly.

Results

• Cost Per Lead dropped from ₹30–₹50 to just ₹2–₹5.
  • Weekly leads increased from 50 to 400+.
  • Improved lead quality with better conversion to actual purchases.
  • Achieved 8x ROI improvement in ad efficiency.
  • Enhanced engagement rate and brand visibility on both platforms.

Key Learnings

• Narrow targeting and exclusion reduced wasted impressions.
  • Frequent creative refresh maintained engagement.
  • Simplified lead forms increased completion rate.
  • Retargeting and lookalike campaigns delivered the lowest CPL.
  • Continuous monitoring and optimization were crucial for sustaining low costs.