Client: Inventive Pages, Ahmedabad
Campaign Duration: 30 Days
Objective: Generate leads for Event Management & Other Events Related services
Platform: Google Ads, Facebook Ads, Instagram Ads
Creative Format: Video & Search
Target Audience: Gujarat, Rajasthan, Maharashtra, Madhya Pradesh

Client Requirement:

Inventive Pages, a company specializing in event management services including weddings, pre-weddings, decorations, and other events, sought to increase its customer base through an enhanced online presence and targeted digital marketing campaigns. The objectives were:

• Website Development: Create a dedicated landing page to showcase their services and capture leads.
• Lead Verification: Implement an OTP (One-Time Password) form to ensure the authenticity of leads.
• Digital Marketing Campaigns: Launch Google Ads, Facebook Ads, and Instagram Ads to drive traffic and generate quality leads.

Strategy and Approach:

1. Website Landing Page Creation:
   • Design and User Experience: The landing page was designed to be visually appealing and user-friendly, with a focus on showcasing the various services offered by Inventive Pages. High-quality images and videos were used to highlight previous work and build trust with potential clients.
   • Service-Specific Sections: The page was divided into sections for different services like weddings, pre-weddings, and event decorations, each with detailed descriptions and galleries to attract specific audiences.
   • OTP Form Integration: To capture leads and verify their authenticity, an OTP form was integrated into the landing page. This form required visitors to enter their phone numbers and verify them via OTP, ensuring that only serious inquiries were collected.
2. Google Ads Campaign:
   • Keyword Targeting: A comprehensive keyword strategy was developed, focusing on search terms like “wedding planners,” “event management,” “pre-wedding decorations,” and location-specific keywords such as “event organizers in [city].”
   • Ad Copy and Extensions: The ad copy was tailored to emphasize the unique aspects of Inventive Pages, such as personalized service and attention to detail. Ad extensions were used to highlight different services, locations, and contact information.
   • Location Targeting: The campaign was geo-targeted to areas where Inventive Pages could provide services, ensuring that ads reached the most relevant audience.
3. Facebook and Instagram Ads:
   • Audience Segmentation: Advanced targeting features were used to reach potential clients based on demographics, interests (e.g., weddings, event planning, luxury events), and behaviors (e.g., recently engaged, planning a wedding).
   • Creative Content: Visually stunning ads were created, showcasing the beauty and uniqueness of events managed by Inventive Pages. Carousel ads and video ads were used to capture the attention of users and drive engagement.
   • Lead Generation Ads: Facebook and Instagram Lead Ads were employed to make it easy for users to inquire about services directly from their social media feeds. The lead forms were pre-populated with user information to streamline the process.
4. Challenges:
   • High Competition: The event management industry is highly competitive, making it challenging to stand out and attract leads through digital channels.
   • Lead Verification: Ensuring the authenticity of leads was crucial, as unverified leads could result in wasted time and resources.
   • Ad Fatigue: Maintaining user interest and preventing ad fatigue required continuous updates and variations in ad creatives.
5. Insights and Iteration:
   • Traffic Quality: The integration of the OTP form significantly improved the quality of leads, as only verified and serious inquiries were passed to the sales team.
   • Engagement Rates: Facebook and Instagram ads saw high engagement rates, particularly with video content that highlighted real events managed by Inventive Pages.
   • Conversion Optimization: Continuous A/B testing of ad copies, creatives, and landing page elements helped optimize the conversion rate, leading to a more effective campaign.

Results:

• Increased Website Traffic: The landing page saw a significant increase in traffic, with a 60% growth in visitors within the first month of launching the campaigns.
• High-Quality Leads: The use of an OTP form resulted in a 40% increase in the quality of leads, as the verification process filtered out non-serious inquiries.
• Improved Conversion Rate: The targeted ad campaigns led to a 30% increase in conversions, with more inquiries turning into booked services.
• Enhanced Brand Visibility: The digital marketing efforts boosted brand awareness, with a noticeable increase in social media followers and online engagement.

Client Feedback:

Inventive Pages was highly satisfied with the results of the digital marketing campaign. They appreciated:

• Effective Lead Generation: The client noted the improvement in lead quality due to the OTP verification process and targeted advertising.
• Creative Ad Content: The visually appealing and engaging ads were particularly effective in showcasing their services and attracting potential clients.
• Streamlined Process: The integration of lead forms with OTP verification on the landing page made it easier for the sales team to follow up with serious leads, improving overall efficiency.

Conclusion:

The digital marketing campaign for Inventive Pages successfully leveraged a multi-channel approach to increase brand visibility and generate high-quality leads. By creating a dedicated landing page with OTP verification, and executing well-targeted Google Ads, Facebook Ads, and Instagram Ads, the campaign not only met but exceeded client expectations. The challenges of competition and lead verification were effectively addressed, resulting in a significant boost in conversions and overall business growth.