Case study · Retail electronics · Kolkata
Turning store footfall content into 502 leads and 1.56M search impressions.
Short-form video, Meta lead campaigns and localized SEO for a multi-brand electronics retailer with a strong offline presence.
502
Form leads from Meta Ads
Across 7 Meta lead campaigns
₹33.11
Average cost per lead
₹16,619.96 total spend
1.56M
Google Search impressions
bhajanlal.in · Jan–Jun 2025
1.93M
Facebook views in Feb 2025
Up from 13,688 in Nov 2024
Client context
The brief
Bhajanlal Commercial Pvt. Ltd. is a retail-focused business with a strong offline presence and a wide range of consumer products. The objective was to strengthen the brand’s digital visibility and attract potential customers through consistent, engaging content.
My responsibility was planning and creating short-form video designed to gain views, improve engagement and drive lead generation, then aligning product messaging with audience interest and platform behaviour so visibility converted into inquiries.
Objectives
- Strengthen digital visibility for a store-led brand
- Grow reach and engagement with consistent short-form video
- Generate qualified leads around offers and launches
- Win city-specific search demand in Kolkata
The challenge
Content had to match ongoing offers and discounts, which meant constant coordination with store managers. Heavy in-store crowds also limited cooperation during shoots and made clean, distraction-free visuals hard to capture.
Strategy & execution
What we actually did.
01
Offer-first planning
Finalised current offers and discounts with store managers before every content cycle, so each video had a reason to act.
02
Low-footfall shoots
Planned shoots during low-footfall hours to capture clean, product-focused visuals despite crowded stores.
03
Distribution for reach
Published and optimised reels and creatives across Facebook, Instagram, YouTube and LinkedIn for reach and engagement.
04
Lead campaigns on Meta
Ran structured ad-set tests around launches and seasonal sales, then scaled winners on lead quality, consistency and cost.
05
Localized SEO
Published localized blogs twice a week on high-intent keywords such as “Best AC Deals in Kolkata”.
06
Profile interlinking
Interlinked Google Business Profiles inside blogs to lift store visibility across Search and Maps.
Brand presence managed across Facebook, Instagram, YouTube and LinkedIn.
Content I made
Reels scripted, shot and promoted by me.
Every reel below was scripted, created and promoted for Bhajanlal’s promotional campaigns. Each thumbnail shows its Instagram insights.
Poila Baishakh Offer Announcement
Insights shown
Bhajanlal Tollygunge MBO
Insights shown
OnePlus 13s Promo
OnePlus 13s Promo
Insights shown
OnePlus 13s Promo
Insights shown
A selection of social creatives designed for offers, launches and festivals.
Social media growth
From a 13.7K-view month to 1.93M.
I took over social media management in December 2024. November 2024 is the baseline; the strategy and content changes followed. All figures are Facebook Insights for the Bhajanlal page.
Oct 2024
27,296
Nov 2024
13,688
Dec 2024
62,516
Jan 2025
409,798
Feb 2025
1,930,497
Monthly Facebook views. Bars are to scale, which is why the early months barely register.
Month
Views
Reach
Interactions
Link clicks
Visits
Follows
Oct 2024
27,296
3,757
356
14
1,098
10
Nov 2024
13,688
2,819
180
0
779
6
Dec 2024
62,516
8,844
339
180
776
6
Jan 2025
409,798
92,866
2,542
1,091
2,198
176
Feb 2025
1,930,497
599,636
6,809
352
6,170
961
What drove it
- Consistent content execution led to a strong increase in views, reach and engagement.
- Product-focused creatives performed best. The top two February posts reached 347,572 and 344,540 views.
- Follower growth and profile visits improved steadily, a sign of better audience connection over time.
Top content by views, February 2025.
Lead generation
502 leads from ₹16,619.96.
Multiple Meta lead campaigns with structured ad-set testing, focused on offers and regional targeting, with winners scaled on lead quality, consistency and cost efficiency.
Campaign
Impressions
Leads
Spend
Cost / lead
[Lookalike] Samsung S25
69,891
115
₹5,347.44
₹46.50
Free watch ad
45,182
65
₹3,273.29
₹50.36
[Kolkata] S25 Lead Generation
55,742
53
₹2,480.72
₹46.81
[TEST] AC Sale – April 2025
29,260
60
₹2,332.28
₹38.87
AC Sale – April 25
17,802
26
₹1,872.08
₹72.00
S25 – Prebook
22,600
180
₹1,103.21
₹6.13
Test – [Kolkata] S25 Lead Generation
3,514
3
₹210.94
₹70.31
Total · 7 campaigns
243,991
502
₹16,619.96
₹33.11
Source: Meta Ads Manager, campaign level. Ad-set rows are rolled up into their campaigns.
Landing pages built for campaigns
Ads Manager totals: 502 leads at ₹33.11.
SEO & organic search
1.56M impressions from localized content.
Localized blogs twice a week on high-intent keywords captured city-specific demand and improved topical relevance. On-page optimisation across key pages drove consistent growth in organic clicks and sessions.
12.6K
Total clicks
Google Search Console
1.56M
Total impressions
Google Search Console
9.3
Average position
Google Search Console
15K
Active users
GA4 · Dec 2024–Jun 2025
Search Console, Jan–Jun 2025: clicks and impressions climb sharply from April.
GA4 acquisition, Dec 2024–Jun 2025: Organic Search brought 9.9K new users and 12K sessions, the largest channel.
Visibility on SERP & AI platforms
Recommended by Google and AI answers.
Localized blogs improved business profile rankings across Google Search and Maps. Over 50% of traffic now comes from Google SERP and AI recommendations.
AI answer for “best samsung experience store in kolkata”.
AI answer for “recommend the best smartphone store in kolkata”.
51,062 people viewed a Business Profile; 68% via Google Search on mobile.
52,965 people viewed a Business Profile; 54% via Google Search on mobile.
Results & learnings
What this project taught me.
Offers make content convert
Aligning every video with a live offer gave viewers a reason to inquire, not just watch.
Product-first creatives win
The best-performing posts were product-focused, so production time went there.
Scale on quality, not volume
Campaigns were scaled on lead quality, consistency and cost efficiency together.
Local content compounds
City-specific blogs plus Business Profile links kept lifting Search, Maps and AI visibility.
