Ghoomocars

Initially, Ghoomocars ran Lead Form Campaigns on Meta to capture potential customers. While the campaign generated leads at ₹80–₹90 CPL, the lead quality was poor many were irrelevant or non-genuine inquiries.

The key challenges were:

• High cost per lead (CPL) compared to client expectations.
• Low lead quality, resulting in fewer conversions.
• Need for genuine customer inquiries to drive bookings and ROI.

• Improve Lead Quality: Capture genuine prospects with real intent to book.
• Reduce CPL: Optimize campaigns to lower cost per acquisition.
• Increase Engagement: Use Instagram as a primary channel to build credibility and connect with customers.

Phase 1 – Lead Form Campaigns

Used Facebook/Instagram Instant Lead Forms.

Generated 43 leads at ₹81.90 CPL (as per performance data).

Challenge: Many leads lacked seriousness; clients were not satisfied with the quality.

Phase 2 – Shift to Instagram DM Campaigns

Pivoted strategy to Instagram DM (Messaging) Campaigns to encourage direct interactions.

This allowed potential customers to engage instantly, ask questions, and show stronger buying intent.

Focused on messaging conversions rather than raw lead numbers.

Phase 3 – Advanced Targeting

Narrowed audience to relevant demographics interested in car rentals, travel, and leisure.

Optimized placements for Instagram Feeds & Stories, where engagement was highest.

Adjusted creatives with clear CTAs: “Book your ride today”, “Message us to know more”.

Phase 1 – Lead Form Campaign

• Leads Generated: 43
• CPL: ₹81.90
• Issue: Low-quality leads, many not converting.
  

Phase 2 – Instagram DM Campaigns

• Messaging Conversions:
  • Ghoomocars IG DM Campaign (₹4,961.38 spent): 361 genuine leads at ₹13.74 CPL.
  • Other IG DM Campaigns delivered CPL between ₹35–₹39, much better quality.
    
• Improvement: Lead quality significantly higher, CPL reduced by 50%+ compared to Lead Form.

Key Outcomes

1. Improved Lead Quality – DM conversations brought genuine inquiries with higher booking intent.
2.  Reduced CPL – From ₹81.90 (Lead Form) down to ₹35–₹39 (DM Campaigns).
3. Higher Engagement – Over 7,000 clicks and thousands of DMs initiated.
4. Stronger Brand Presence – Consistent Instagram engagement reinforced trust and credibility.

• Ghoomocars’ Instagram grew impressively with 1.37M+ views and 608K+ reach, boosting brand visibility.
• The account achieved 6,384 interactions and 3,904 link clicks, driving strong user engagement and traffic.
• Profile visits crossed 5,718 with over 1,054 new followers, showing rising brand trust.
• Overall, both awareness and conversions improved significantly within just 3 months.

By shifting from Lead Form Ads to Instagram DM Campaigns, Ghoomocars not only halved their CPL but also achieved much better lead quality, addressing the client’s concerns.

The campaign demonstrated how channel strategy + ad format selection can make a massive difference in the hospitality/travel niche. With these learnings, Ghoomocars is now positioned to scale DM-based campaigns, nurture prospects, and convert them into long-term customers.

“Initially, we were not satisfied with the quality of leads coming through forms. After shifting to Instagram DM campaigns, the results changed dramatically – the leads were genuine, more engaged, and CPL was much lower. We now feel more confident investing in Meta ads.”

Ghoomocars Team