🎄 Case Study: Christmas CTWA Campaign
Christmas Campaign Window (Dec 2024)
India (Selected States)
28 Conversations at ₹61.21/lead
🧠 Campaign Overview
The goal of this festive campaign was to drive interest in various web development packages, including Business Websites (₹4,999 – ₹19,999), Hosting + Website Bundles (₹9,999 – ₹14,999), and SaaS or Custom Web Solutions (₹29,999 – ₹99,999).
🎯 Objective
Generate Messaging Leads for Web Services using Meta Ads → WhatsApp Conversations (CTWA) funnel.
🛠 Strategy Breakdown
Click-to-WhatsApp Advertising
All ad clicks redirected to WhatsApp via CTWA (Click-to-WhatsApp), eliminating landing page friction.
Implementation Details:
- •Optimized for Messaging Conversations objective in Meta Ads
- •Direct-to-WhatsApp flow eliminated landing page drop-offs
- •Instant engagement with potential customers
- •Faster lead qualification via messaging
Festive-Themed Package Offers
Leveraged the Christmas season to create special, limited-time web development packages with attractive pricing.
Implementation Details:
- •Business Websites (₹4,999 – ₹19,999)
- •Hosting + Website Bundles (₹9,999 – ₹14,999)
- •SaaS or Custom Web Solutions (₹29,999 – ₹99,999)
- •Limited-time Christmas offers to create urgency
Tiered Location Strategy
Targeted high-intent digital zones across multiple states with customized package offerings per region.
Implementation Details:
- •Budget allocation optimized for regions with highest digital adoption
- •Package pricing adapted to regional purchasing power
- •Creative messaging tailored to regional preferences
- •Continuous optimization based on regional performance
Automated Lead Management
Implemented a streamlined process for handling incoming WhatsApp conversations.
Implementation Details:
- •Service details provided via chatbot responses
- •Lead qualification through guided conversation
- •Demo call scheduling integrated with calendar
- •Seamless handoff from chatbot to human agent when needed
📍 Target Locations
Targeted high-intent digital zones across multiple states, each with different performance characteristics:
Assam
CTR up to 9.09%
Custom Website (₹4,999 & ₹19,999)
Maharashtra
630+ reach, high appointment rate
Business Website (₹4,999)
Karnataka
₹341 avg. CPM, solid CTR
Custom Website (₹4,999)
Tamil Nadu
6.67% CTR on one ad variation
Hosting + Business Site (₹9,999)
Uttar Pradesh
1,845 reach, consistent CTR
Custom Website (₹29,999 & ₹4,999)
📊 Performance Metrics
4,614
Accounts Reached
5,758
Impressions
1.25x
Frequency
28
Messaging Conversations Started
₹1,713.79
Total Spend
₹61.21
Cost per Conversation
| Key Metric | Performance |
|---|---|
| Accounts Reached | 4,614 |
| Impressions | 5,758 |
| Frequency | 1.25x |
| Messaging Conversations Started | 28 |
| Total Spend | ₹1,713.79 |
| Cost per Conversation | ₹61.21 |
| CTR (Click Through Rate) | 1.35% |
| CPM (Cost per 1,000 Impressions) | ₹297.64 |
| Total Clicks | 78 |
| WhatsApp Leads Generated | 28 |
| Sales Follow-Up Engagements | 20+ |
| Estimated Conversions | 4–5 Clients |
🔍 Highlights by Region
| Region | Top Performing Package | Engagement Highlights |
|---|---|---|
| Assam | Custom Website (₹4,999 & ₹19,999) | CTR up to 9.09% |
| Maharashtra | Business Website (₹4,999) | 630+ reach, high appointment rate |
| Karnataka | Custom Website (₹4,999) | ₹341 avg. CPM, solid CTR |
| Tamil Nadu | Hosting + Business Site (₹9,999) | 6.67% CTR on one ad variation |
| Uttar Pradesh | Custom Website (₹29,999 & ₹4,999) | 1,845 reach, consistent CTR |
🎯 Campaign Outcomes
28
WhatsApp Leads Generated
20+
Sales Follow-Up Engagements
4–5 Clients
Estimated Conversions
💡 Insights
- →Assam showed unexpected strength with standout CTRs over 6–9%.
- →WhatsApp funnels created frictionless interaction—users preferred chatting over visiting a landing page.
- →The "Christmas Offer" creative angle + price-based packages led to a solid ₹61 CPL, far below industry average.
- →Clear offer segmentation (₹4,999 vs ₹29,999 vs ₹99,999) made ad personalization simple.
🎉 Final Verdict
This campaign validated that Click-to-WhatsApp + holiday-season offers + package-specific creatives can create cost-effective acquisition funnels even for premium tech services like web development.
Services Used
- ✅Meta Ads Strategy
- ✅Click-to-WhatsApp Funnel (CTWA)
- ✅Web Development Packages
- ✅WhatsApp Automation
Web Packages Promoted
- 💼Business Websites
₹4,999 – ₹19,999 - 🌐Hosting + Website Bundles
₹9,999 – ₹14,999 - 🚀SaaS or Custom Web Solutions
₹29,999 – ₹99,999
Ad Objective
Client
Team Feedback
"We saw leads coming in from states we usually don't target—Assam, Meghalaya, etc. It's clear WhatsApp-first ads give a wider net with minimal drop-off."
– Marketing Manager, Cybersync
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