Last Updated on August 7, 2025
Industry: Finance (Debt Management)
Campaign Objectives
- Primary Goal: Increase qualified conversions while reducing the cost per lead (CPL).
- Key Challenge: Ensuring leads meet stringent eligibility criteria necessary for the debt management service.
- Additional Constraint: Advertising restrictions in the UAE limited direct promotion of debt management services, increasing the risk of ad rejections.
Problem:
The client faced a significant challenge with lead quality. Although the volume of leads generated was satisfactory, most did not meet the eligibility criteria required to qualify for their debt management service. Moreover, due to regulatory restrictions in the UAE, direct advertising for debt management services was prone to rejection by ad platforms, making it difficult to maintain campaign consistency and compliance.
Solutions:
Multi-Platform Approach
We leveraged both Meta (Facebook and Instagram) and Google Ads for lead generation, complemented by WhatsApp automation for follow-ups and lead nurturing.
Strategic Keyword Targeting
- To navigate high competition on direct service-related keywords and ad policy restrictions, a dual approach was adopted:
- Indirect, low-competition keywords to avoid policy issues and reduce ad rejection risks.
- Selective use of high-competition direct keywords with careful creative messaging.
Creative and Copy Strategy
- Messaging was crafted with indirect language that aligned with platform policies, minimizing rejection.
- Clear communication of eligibility criteria was embedded within the ad creatives, especially on Meta, to pre-qualify users before form submission.
Landing Page & Lead Form Filtering
- A robust eligibility filter was implemented on the landing page to block unqualified users from submitting leads.
- Only users meeting the predefined criteria could proceed, improving lead quality drastically.
WhatsApp Campaign Integration
- WhatsApp was utilized for direct campaigns targeting qualified users, with messaging reiterating the eligibility requirements.
- Broadcasts were used to re-engage leads who initiated contact but had incomplete eligibility questionnaires, boosting conversion rates.
Audience Refinement
- Previous months’ data were analyzed to identify ineligible leads.
- Lookalike audiences of these unqualified users were excluded in ongoing campaigns, sharpening targeting focus on genuinely eligible prospects.
Results:
Cost per Lead (CPL): Reduced by 17% through efficient targeting and filtering.
Google Ads manager dashboard with low cost per lead and high conversions
- Conversions: Doubled, indicating a significant improvement in lead quality and campaign effectiveness.
Google Ads manager dashboard with low cost per lead and high conversions
Meta Ads Manager Dashboard with reach, impressions and the amount spent
- Ad Rejections: Minimised by strategic indirect messaging and adherence to platform policies.
- Lead Quality: Enhanced via stringent landing page filters and targeted WhatsApp follow-ups, ensuring only qualified leads entered the sales funnel.
Team Involved:
Jacob Shaji, Performance Marketing Executive
Amruth Shankar, Account Executive
Conclusion
By adopting a carefully balanced strategy of indirect keyword targeting, policy-compliant ad creatives, and rigorous lead qualification through landing page filters and WhatsApp automation, the client successfully navigated regulatory constraints and market competition. This approach resulted in higher quality leads, better conversion rates, and lower advertising costs—demonstrating the effectiveness of combining platform capabilities with data-driven audience refinement in a challenging regulatory environment.
