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Madras Campers – Facebook Ads Case Study

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Madras Campers – Facebook Ads Case Study

Objective

Generate high-intent leads for Madras Campers through Facebook & Instagram Ads by targeting adventure seekers and travel enthusiasts across India.
Project Duration: 1 Months

Campaign Overview:

MetricResult
Total Leads694
Total Ad Spend₹19,865.41
Total Reach178,545
Total Impressions394,348
Average CPL (Cost/Lead)₹28.62
Campaign DurationMay–July 2024 (Approx.)

Top Performing Ad Sets:

  1. Madras Campers Ad Set
    • Leads: 419
    • Reach: 108,258
    • CPL: ₹29.93
    • Amount Spent: ₹12,541.47
    • Impressions: 250,821
    • 🔥 Primary revenue driver with the highest reach and conversions.
  2. New Leads Ad Set (May 31 Edit)
    • Leads: 170
    • Reach: 49,576
    • CPL: ₹21.86
    • Amount Spent: ₹3,716.93
    • ✅ Most cost-effective ad set with lowest CPL.
  3. Bikers Leads Ad Set
    • Leads: 62
    • Reach: 17,757
    • CPL: ₹30.23
    • Amount Spent: ₹1,874.31

Targeting Strategy:

  1. Audience Segments:
    • Adventure & travel lovers (ages 25–45)
    • Motorcycle communities, camping enthusiasts
    • Retargeting of website visitors & Instagram engagers

  2. Geographic Focus:
    • Southern India metro cities & hill destinations
    • Niche targeting for festival & long-weekend traffic

Creative Strategy:

    • Engaging video reels showing camper van interiors & road trip clips
    • Carousel ads highlighting:
      • Weekend getaway packages
      • Customizable van interiors
      • Limited-time seasonal discounts
    • CTAs: “Book Now”, “Enquire on WhatsApp”, “Explore Packages”

Results & Insights:

    • 694 Total Leads at an average CPL of ₹28.62, well below industry benchmarks (₹40–₹60).
    • Low CPL (₹21.86) achieved by optimizing creative relevance and ad placements.
    • Most conversions occurred from Instagram Mobile Feeds & Stories.
    • Continuous A/B testing of creatives & targeting segments improved performance mid-campaign.

Challenges:

    • One underperforming ad set (“Biking leads campaign 06/14/2024”) generated only 2 leads at ₹208.87 CPL.
    • Initial creatives lacked clear call-to-action and needed refinement for mobile viewers.

Solutions Implemented:

    • Disabled underperforming ad sets and reallocated budget.
    • Introduced WhatsApp click-to-chat ads with simplified lead forms.
    • Added urgency-based messaging (“Limited Weekend Vans Available!”).

Client Impact:

“We saw a massive spike in weekend bookings and inquiries. The CPL was well within our budget and the audience targeting was spot on. Superb job by the team!”

– Madras Campers Management

Next Steps:

    • Launch lookalike audiences from high-intent leads.
    • Add retargeting funnel for abandoned form fills & site visitors.
    • Begin influencer collaboration + UGC ad content.

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