From Junk Leads to High-Quality Conversions: The Growth Story of AK Plywood on Meta Ads
Client Overview
With a legacy spanning 4 decades, AK Apple Ply has grown into one of India’s largest and most trusted manufacturers of allied wood products. They offer a diverse product range and are recognized for their commitment to sustainability. As one of the first companies in India to procure FSC®-certified timber, AK Apple Ply sets industry benchmarks in eco-friendly practices. Their strong distribution network gives them a competitive edge, making them a preferred choice among dealers and buyers.
The Roadblock We Had to Clear
AK Apple Ply struggled with a common digital marketing roadblock that looked something like this:
- High volume of junk leads diluting sales efforts and
- Low conversion rates impacting ROI
The brand needed a targeted strategy to filter out unqualified leads and drive higher conversion rates.
The Strategy That Made the Difference
To optimize lead quality, we focused on three key areas:
- Pinpointing Bottlenecks in Meta Ads
We dug deep into the campaign structure, spotting inefficiencies that were letting junk leads slip through. - Optimized Targeting—Cut Junk Leads from 30% to 10%
Sharper audience segmentation + smarter ad placements = reaching serious buyers, not just window shoppers. - Strengthening Messaging for the Right Impact Through campaign testing, we discovered that our audience responded better to simple messaging focused on USPs and eye-catching visuals highlighting the plywood. So, we refined our creatives to emphasize both effectively.
The Results? Quality and Volume in Harmony
Our optimized strategy struck the perfect balance—delivering a higher volume of leads while maintaining quality.
- Date: 01-12-2024 to 28-02-2025
- Impression: 622,867
- Reach: 139,017
- Clicks: 9,953
- Leads: 499
- CPL: Rs. 155.78 Per Lead
- CPC: Rs. 7.81
Creatives That Captured Attention
Building Stronger Foundations—One Quality Lead at a Time
Through a strategic overhaul of Meta Ads, we helped AK Apple Ply shift from junk leads to high-intent conversions. By refining targeting, optimizing ad placements, and leveraging intriguing visuals and simple language of communication, we ensured the right message reached the right audience. The result? More qualified leads, better ROI, and a marketing strategy built for long-term success.