• Platform: Meta Ads (Facebook & Instagram), Messenger lead generation
• Objective: Messaging Conversations (Messenger-based lead capture, not Instant Forms)
• The Challenge: This account runs at real scale — 16 active and historical campaigns — covering two very different product lines (everyday domestic travel and seasonal Umrah/religious travel packages) across multiple cities (Islamabad, Punjab, AJK, Karachi). At that scale, the real work isn't launching ads, it's knowing which city/product combination is actually worth the budget and which is quietly bleeding spend.
• The Strategy: Split campaigns by both city and product type rather than running one blended national campaign, so performance could be compared apples-to-apples; identified that the Umrah-specific campaign was converting messaging leads far more efficiently than general domestic campaigns; paused several underperforming city-specific campaigns (cost-per-result climbing past Rs100) while scaling the standout performers.

Sample of visible campaign performance