Vernacular marketing

Cost per lead is a major metric to track when it comes to Facebook lead ads, the lower the cost per lead the better we will be able to have profits.

In the following case study, a preschool brand was looking to get more franchisees for their preschool business with Facebook lead ads-+


To get leads at a low cost as much as possible of people who are interested in starting their own preschool in their locality as a franchise with an investment starting from 3lakhs

Developing a strategy to achieve the goal:

Apart from tier 1 cities starting a preschool also quite a profitable business to start in tier 2 & tier 3 cities with a very low investment.

Keeping that in mind instead of targeting the entire country with a single ad we decided to test out in 3 adsets with 3 ads with different language in each

1. English – For south Indian & northeast & east states which include Andhra Pradesh, Assam, Kerala, Manipur, Meghalaya, Karnataka, Nagaland, Odisha, Tamil Nadu, Tripura, West Bengal, Sikkim, Arunachal Pradesh, Mizoram, Goa, Telangana

2. Hindi – For Hindi speaking states which include Gujarat, Haryana, Himachal Pradesh, Jammu and Kashmir, Punjab region, Rajasthan, Bihar, Madhya Pradesh, Uttar Pradesh, Chhattisgarh, Jharkhand, Uttarakhand

3. Marathi – For Marathi speaking state i.e Maharashtra

Final results:
The Hindi & Marathi ad gave a high amount of leads at a very low cost per lead compared to the English ad