Lead generation case study
By Megha Choudhary
June 2025 – Present
Dreemofy Design · Home interiors, Patna
Lead Generation Case Study
Dreemofy is a home interior design brand. I generate high-intent leads for its residential projects with Meta Ads and Google Ads, backed by landing pages, tracking and automated follow-up.
Problem Statement
When we started in June 2025, Dreemofy was already running ads, but spend wasn’t turning into meaningful business. The issue wasn’t the number of leads, it was their quality: most inquiries lacked intent, budget clarity or readiness to convert, so the sales team spent time on people who were never going to buy.
The Solution
- A full-funnel lead system across Google Search and Meta Ads instead of a single channel.
- Intent-led keyword mapping: ~500 keywords researched, narrowed to the top 30.
- Ad copies and creatives for different buyer mindsets, compared in controlled A/B tests.
- Saved, custom and lookalike audiences tested in parallel, with the winner scaled.
- Dedicated landing pages tracked end to end with GA4 and Google Tag Manager.
- Instant engagement through WhatsApp API and n8n automation, plus a quick follow-up call system.
My Role
- Keyword research
- Audience research
- Competitor analysis
- Funnel planning
- Google Search campaigns
- Meta lead campaigns
- Ad copywriting
- Creative design
- Landing page optimisation
- GA4 & Tag Manager tracking
- WhatsApp API automation
- Follow-up call system
- A/B testing
- Budget allocation
- Audience scaling
- Reporting
Project Duration
16+
Months
21
Meta ads
2
Ad platforms
Tools Used
Meta Business Suite
Meta Ads Manager
Ubersuggest
Google Ads
Keyword Planner
Google Analytics 4
Tag Manager
Search Console
WhatsApp API
n8n
Claude
ChatGPT
Lead Generation Process
Research
~500 keywords researched
Audience insights
Competitor ads
»
Plan
Top 30 keywords mapped
Campaign structure
₹50,000 monthly budget split
»
Create
Ad copies by mindset
Creatives & reels
Landing pages
»
Launch & track
Google & Meta campaigns
GA4 + Tag Manager events
WhatsApp API + n8n flows
»
Optimise
A/B tests
Winning audience scaled
Follow-up & reporting
Scroll down for the full campaign breakdown ↓
Channel expansion
From a single channel to a full-funnel system.
Phase 1
Google Ads
June – July 2025
Strong intent, but low volume because of budget limits.
Phase 2
Meta Ads
August 2025 onwards
Built lead volume, an audience base and brand visibility.
Phase 3
Google Ads relaunch
December 2025
Returned to search with a much stronger foundation.
Phase 1 · Google Ads initial phase
Testing demand on a limited budget.
The first Google Ads campaign tested demand and lead quality for interior design services, aiming for high-intent leads within a limited monthly budget.
Google Ads, Jun 1 – Jul 31, 2025: 62.6K impressions, 2.93K clicks, 80 conversions, ₹40.9K cost.
- The campaign delivered consistent impressions and clicks.
- Lead quality was acceptable, but volume was low.
- Average lead count stayed at 1–2 leads per day.
- Scaling was hard because of the high cost of competitive keywords and limited daily reach within the budget.
Top search ad: 48,467 impressions, 79 conversions, 4.68% CTR.
Strategic decision
More daily leads, without significantly more spend.
Relying only on Google Ads would restrict growth. Based on performance data and budget constraints, I recommended expanding to Meta Ads to increase daily lead volume, maintain acceptable lead quality and balance cost efficiency with scale.
This marked the move from search-only acquisition to a multi-channel lead generation approach.
Phase 2 · Creative strategy on Meta
Different messages for different mindsets.
Instead of relying on a single message, I designed multiple ad copies and creatives, each aimed at a different user mindset.
Approach
- Ad copies focused on budget clarity, design expertise and consultation value.
- Tested problem-led and solution-led messaging.
- Designed creatives to match each copy for message consistency.
- Ran controlled A/B tests on CTR, CPL and lead quality.
Identified a winning creative and copy combination that consistently delivered higher-quality leads.
Audience strategy
Three audience sets, tested in parallel.
To avoid assumptions, multiple audience sets ran side by side and were judged on cost per lead, lead intent and relevance, and conversion consistency over time.
Saved audience
High-intent, interest-based: Patna, ages 23–45, renovation and home-improvement interests.
Custom audience
People who engaged with the brand or opened the lead form without submitting.
Lookalike audience
Built from existing lead-form data: 1% of the population in India.
One audience segment clearly outperformed the others and was scaled as the winning audience.
Meta Ads results
2.83M impressions, 1.11M people reached.
Ad-level results from Meta Ads Manager across 21 ads.
Ad
Result
Reach
Impressions
Cost / result
Dreemofy Reel – Dec – Ad 1
7,681 landing page views
238,270
353,864
₹1.14
3 BHK Leads – Ads 1
1,317 leads
280,043
1,079,518
₹59.48
[Leads] Wardrobe, Bed & Kitchen
181 leads
59,981
133,329
₹94.53
2BHK Leads Ad (August)
109 leads
33,590
79,686
₹56.21
2 BHK Leads – Campaign – Ad 1
88 leads
26,213
58,840
₹91.37
Leads – July – Ad 1
65 leads
12,798
30,140
₹98.80
[Sep] 2 & 3 BHK Patna & Muzaffarpur
45 leads
45,689
76,029
₹189.35
[Oct] Puja Offer Lead Campaign
29 leads
6,590
17,062
₹117.71
All 21 ads
Multiple conversions
1,113,156
2,827,619
—
Source: Meta Ads Manager.
Phase 3 · Google Ads relaunch
Same channel. Much stronger foundation.
This time Google Ads was backed by refined keyword mapping, optimised landing pages, WhatsApp automation for instant engagement and a quick follow-up call system.
Keyword research
- Shortlisted ~500 relevant keywords from deep research into real search intent.
- Filtered them on intent, competition, cost and relevance.
- Narrowed down to the top 30 high-potential keywords for execution.
Campaign structure
- Ad Set 1 · High-intent: people ready to hire or book interior designers
- Ad Set 2 · Service-specific: modular kitchens, home interiors
- Ad Set 3 · Cost / budget-focused: pricing and packages
- Ad Set 4 · Research / awareness: ideas and inspiration
- Ad Set 5 · Competitor / brand keywords
Budget-driven prioritisation
With a monthly budget of ₹50,000, spend went to campaigns most likely to convert. Cost-focused and brand keywords were paused to avoid budget dilution, keeping tight control over CPL and lead quality.
Ad assets & extensions
- Phone call extension for instant inquiries
- Sitelinks to key service pages
- Callouts to highlight value points
- Image assets for more ad prominence
Relaunch, Dec 23, 2025 – Feb 5, 2026: 17.4K impressions, 1.78K clicks, 144 conversions, ₹53.3K cost.
Ad group
Cost
Clicks
Conversions
Ad Set 1 – High-intent keywords
₹27,010.02
909
58
Ad Set 2 – Service-specific keywords
₹15,704.39
496
47.50
Ad Set 4 – Research / awareness keywords
₹10,000.55
359
33.83
Ad Set 3 – Cost / budget-focused
₹581.01
17
4.67
Landing pages & tracking
Every click measured, every lead followed up.
Dedicated Google Ads landing pages led with trust and a free design consultation form. Tag-based events on dreemofy.com tracked each high-intent action so campaigns could optimise for real leads.
20,605
Tracked events
GA4 · dreemofy.com
5,224
Total users
GA4 · dreemofy.com
517
Schedule-visit clicks
from 212 users
182
Form starts
from 171 users
GA4 events include ads_conversion (194), call_button_click (46), google_map_click (38) and whatsapp_button_click (7).
Results & learnings
What moved the needle.
Intent alone does not scale
Search proved intent but could not deliver enough daily leads on a limited budget.
Test mindsets, not just ads
Separate copy and creative for budget, design and consultation found a winner faster.
Let data pick the audience
Running saved, custom and lookalike sets in parallel removed guesswork before scaling.
Fix the funnel before relaunching
Keyword mapping, landing pages, tracking and instant follow-up gave the second Google Ads phase a much stronger foundation.
