About the Brand
GS Caltex India is a leading provider of premium lubricants targeting retail and industrial distributors across India.
Target Audience
Distributors (Retail & Industrial), Male & Female, Age 30-60, Mid & High Income, Pan India.
Campaign Goals
Generate high-quality leads for GS Caltex India distributors.
Maintain a consistent cost-per-lead (CPL) over a 2-year campaign.
Challenge
Maintaining a steady flow of qualified leads at an efficient cost-per-lead (CPL) for 2 years.
Solution
The Media Ant developed a comprehensive performance marketing campaign leveraging a multi-platform approach.
Platforms: Meta (Facebook & Instagram), Google Search, Google Display Network, LinkedIn.
Campaign Strategies
Audience Targeting: Implemented A/B testing to identify the most effective audience segments. This included demographics, interests, firmographics (company size, industry), and website behavior.
Creative Optimization: A/B testing was conducted on ad creatives (banners, videos, ad copy) to determine the most engaging formats and messaging that resonated with the target audience.
Location Targeting: Location optimization ensured ads reached potential distributors in relevant areas across India.
Third-Party Audience Integration: Third-party audience data was leveraged to reach high-intent users who were actively researching lubricants or industrial supplies.
Placement & Platform Optimization: Continuously monitored campaign performance across platforms and placements, allocating budget to the most effective channels and ad positions.
Results
Monthly Average Leads: Achieved a consistent 1,000+ monthly leads throughout the 2-year campaign.
Qualified Leads: Maintained a 25% qualification rate, resulting in an average of 254 qualified leads per month.
Return on Ad Spend (ROAS): Delivered an impressive 3.7 ROAS, exceeding client expectations.
Conclusion
The Media Ant’s data-driven performance marketing campaign successfully generated a consistent flow of high-quality leads for GS Caltex India distributors over a 2-year period. By implementing A/B testing, audience segmentation, and platform optimization, the campaign maintained a steady CPL and delivered a significant return on ad spend (ROAS). This case study demonstrates the effectiveness of a well-executed performance marketing strategy in driving B2B lead generation.
