Separating real enquiry-driving spend from pure-awareness spend — and matching creative to the right buyer — landed a cost-per-enquiry more than 75% below the market average.
The account ran two different campaigns in the same month: one built purely for video-view awareness, and a separate one for WhatsApp messaging enquiries. Blending them into a single number would have hidden the real story — so we track them apart. The RM4.73 cost per lead reflects only the messaging spend; the awareness campaign is judged on its own terms (cost per view), never mixed into the enquiry figure.
The buyers who actually convert are 78% male — a clear signal of a B2B industrial buyer, not a mass-market one. Knowing that shapes every future creative test, instead of guessing who to speak to.
One creative alone drove over three-quarters of all enquiries this month — a strong single winner, and the next test is already clear: 2–3 new variations before that creative fatigues, so the account isn't dependent on a single ad.
Ad creatives tested monthly, with awareness and enquiry campaigns tracked separately so the numbers stay honest.
Weekly monitoring flags concentration risk early — one winning creative is good, one point of failure is not.
A data-true monthly report made it clear which spend was actually producing enquiries — and which wasn't.
References available on request.
