Tailwind marketing
Tailwind marketing
Our client, RankSecure, had recently partnered with Yukthi Mail — an affordable, professional email solution designed for small and medium-sized businesses. They wanted to see an influx of qualified leads to sign up for a free trial.
We ran Meta campaigns to bring in these leads, but despite strong traffic and engagement, the campaigns we ran on Meta weren’t converting. Our goal was simple: get more genuine enquiries for Yukthi Mail.
About RankSecure
About RankSecure
RankSecure is a value-added distributor of technology and cybersecurity solutions in India. They curate and resell niche tech products from around the world, helping Indian businesses adopt innovative tools for better productivity and security.
RankSecure is a value-added distributor of technology and cybersecurity solutions in India. They curate and resell niche tech products from around the world, helping Indian businesses adopt innovative tools for better productivity and security.
When they partnered with Yukthi Mail, an affordable and professional email solution for small and medium-sized businesses, they wanted to explore performance marketing as a channel for generating qualified B2B leads.
When they partnered with Yukthi Mail, an affordable and professional email solution for small and medium-sized businesses, they wanted to explore performance marketing as a channel for generating qualified B2B leads.
Why We Chose Meta Ads
Why We Chose Meta Ads
For products that already have awareness, Google Ads is ideal, because you catch people when they’re searching.
For products that already have awareness, Google Ads is ideal, because you catch people when they’re searching.
However, for something new and cost-efficient like Yukthi Mail, we needed to spark interest.
However, for something new and cost-efficient like Yukthi Mail, we needed to spark interest.
Meta Ads gave us that advantage:
Visually driven storytelling to show value instantly
Visually driven storytelling to show value instantly
Strong audience targeting options for business owners and professionals
Strong audience targeting options for business owners and professionals
Room for iterative testing to find what resonates
Room for iterative testing to find what resonates
Phase 1: Launching the Initial Campaign
We began with a classic performance setup — Meta Ads driving traffic to a dedicated landing page on the website with a simple form.
Ad → Landing Page → Form Submission
Ad → Landing Page → Form Submission
The campaign performed well on surface metrics — solid CTR, good engagement — but we only received 1 conversion, over the span of 10 days. The cost per lead was too high.
The campaign performed well on surface metrics — solid CTR, good engagement — but we only received 1 conversion, over the span of 10 days. The cost per lead was too high.
Most marketers might’ve stopped there and blamed the platform, but we decided to dig deeper.
Most marketers might’ve stopped there and blamed the platform, but we decided to dig deeper.
What We Discovered
What We Discovered
Using Microsoft Clarity, we studied user recordings. Viewers were scrolling all the way down the page, meaning they were curious, but still not converting. So we refined the landing page further.
Using Microsoft Clarity, we studied user recordings. Viewers were scrolling all the way down the page, meaning they were curious, but still not converting. So we refined the landing page further.
This improved engagement metrics, but we were losing momentum somewhere between interest and action.
This improved engagement metrics, but we were losing momentum somewhere between interest and action.
Phase 2: Reworking the Creative and Targeting
Next, we revisited our ad creative and messaging.
Our initial ad was broad, speaking to “all businesses.” We refined it to target specific company sizes and clarify who Yukthi Mail was meant for.
We also changed our headline to tap into a universal pain point: “Am I paying too much for something as basic as email?”
We also changed our headline to tap into a universal pain point: “Am I paying too much for something as basic as email?”
These small but strategic changes brought in another form submission through the website.
These small but strategic changes brought in another form submission through the website.
It wasn’t a breakthrough yet, but it was a clear signal we were moving in the right direction.
It wasn’t a breakthrough yet, but it was a clear signal we were moving in the right direction.
Phase 3: The Breakthrough — On-Facebook Lead Generation
Phase 3: The Breakthrough — On-Facebook Lead Generation
We still weren’t seeing a consistent lead flow. At this point, we pivoted our approach. Instead of sending users away from Meta, we brought the funnel inside the platform using Meta’s native Lead Ads format.
We still weren’t seeing a consistent lead flow. At this point, we pivoted our approach. Instead of sending users away from Meta, we brought the funnel inside the platform using Meta’s native Lead Ads format.
Same audience, same creative, just a different user flow.
Same audience, same creative, just a different user flow.
Ad → Instant Form → Lead
Ad → Instant Form → Lead
Leads started coming in from day one. Meta’s algorithm quickly learned from the engagement patterns, and within a week, we were getting a steady stream of qualified leads directly through Facebook.
Leads started coming in from day one. Meta’s algorithm quickly learned from the engagement patterns, and within a week, we were getting a steady stream of qualified leads directly through Facebook.
Of course, there was the usual learning phase — some unqualified submissions initially — but with ongoing optimization, the quality of leads improved significantly.
Of course, there was the usual learning phase — some unqualified submissions initially — but with ongoing optimization, the quality of leads improved significantly.
Phase 4: Final Optimization and Learnings
Phase 4: Final Optimization and Learnings
After a brief pause due to internal priorities at RankSecure, we relaunched the campaign with refinements based on earlier data.
After a brief pause due to internal priorities at RankSecure, we relaunched the campaign with refinements based on earlier data.
We found that audience segmentation mattered less than messaging. The ad’s value communication was more important than targeting company size. Additionally, on a platform like Meta, creative variation works.
We found that audience segmentation mattered less than messaging. The ad’s value communication was more important than targeting company size. Additionally, on a platform like Meta, creative variation works.
We A/B tested two different headline styles — one value-driven, one problem-driven — both delivered strong engagement and healthy lead flow. Our lead flow picked up again.
We A/B tested two different headline styles — one value-driven, one problem-driven — both delivered strong engagement and healthy lead flow. Our lead flow picked up again.
With the influx of leads received, our client decided to assess and address those enquiries first, before continuing ahead with lead generation efforts.
With the influx of leads received, our client decided to assess and address those enquiries first, before continuing ahead with lead generation efforts.
Looking for an agency to scale your Google Ads account too? Get in touch with us.
