Objective
Generate a mix of website leads and WhatsApp messaging conversions with Meta Ads — expanding reach while controlling cost per result.
Problem
CTR was inconsistent across ad sets (0.42% to 1.14%) and messaging campaigns ran at a high cost per result (up to Rp32,442–Rp43,314), reducing overall efficiency.
Solution
- Focused on high-converting creatives for website leads and refined CTA wording in messaging campaigns.
- Balanced campaign distribution between lead forms and WhatsApp objectives.
- Monitored CPC and CTR to decide which creatives needed optimisation or reallocation.
- Adjusted ad frequency to minimise overexposure.
Conclusion
1,200+ total conversions with a healthy 1.02% CTR and strong website-lead performance. Messaging delivered moderate results at a higher cost — the clear lever for the next phase.
