Objective
Generate a healthy mix of website leads and WhatsApp conversations through Meta Ads — expanding reach while keeping cost per result under control.
Challenge
CTR swung between 0.42% and 1.14% across ad sets, and messaging campaigns ran at a high cost per result — up to Rp43,314 — dragging down overall efficiency.
Solution
- Doubled down on high-converting creatives for website leads and sharpened CTA copy for messaging.
- Rebalanced budget between lead-form and WhatsApp objectives.
- Tracked CPC and CTR per creative to decide what to optimize or reallocate.
- Tuned ad frequency to avoid audience fatigue.
Result
1,200+ total conversions with a healthy 1.02% CTR and especially strong website-lead performance. Messaging campaigns delivered at a higher cost — our clear next lever for the following phase.
