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Performance Marketing Case Study: CGIC
About the Client
Crime Grievance Intelligence Council (CGIC) is an organization that offers national-level membership to individuals.
Their membership provides benefits like:
- ID card with national-level recognition
- Legal support
- Help in taking action against crime and corruption
- Social authority and identity
The main goal was to generate a high number of leads daily for membership.
Challenges
The client wanted to generate 70 to 120 leads every day, but there were some problems:
- High Cost Per Lead (CPL):
CPL was around ₹35–₹45 - Limited Lead Volume:
Leads were not reaching the daily target - No Clear Audience Understanding:
It was not clear which region was performing better - Budget Not Optimized:
Budget was equally spent without knowing which audience works best
Strategies Implemented
To solve these issues, we simplified the campaign and focused on location-based testing and optimization.
1. Simple Campaign Structure
We created:
- 1 campaign
- 2 ad sets:
- South India audience
- North India audience
Both ad sets had:
- Same targeting
- Same creatives
This helped us compare performance clearly.
2. Creative Testing (Image vs Video)
We used both:
- Image ads
- Video ads
Results:
- CPL was almost the same for both
- But video ads gave better quality leads
3. Location-Based Performance Insight
After running the campaign:
- South audience performed better
- More leads and better results came from South India
- This showed that product demand was higher in South India
4. Smart Budget Allocation
We adjusted the budget based on performance:
- Total daily budget: ₹1,200
- South audience: ₹800
- North audience: ₹400
This helped us focus more on the better-performing region.
Results
After optimization, we achieved strong improvements:
a. CPL Reduction
- CPL reduced from ₹35–₹45 to ₹15–₹20
- Around 50% cost reduction
b. Increase in Daily Leads
- Lead volume increased significantly
- Campaign moved closer to the target of 70–120 leads per day
c. Better Lead Quality
- Video ads gave more genuine and interested users
- Overall lead quality improved
d. Location Insight
- South India audience performed much better than North
- Helped in smarter scaling
Key Takeaways
- Simple structure gives better clarity and control
- Video ads improve lead quality, even if CPL is similar
- Always test different locations to find demand
- Shift budget towards high-performing audiences
- Data-based decisions help in reducing costs and improving results
Conclusion
This case study shows that by making simple changes and using data properly, we can get better results.
By focusing on:
- Right audience
- Better budget distribution
- Creative insights
We were able to:
- Reduce CPL
- Increase leads
- Improve overall campaign performance