Client: Doyan Ayam
Industry: Food & Beverage (Ayam Geprek & Fried Chicken)
Role: Paid Ads Specialist
Duration: 1 Month
Channel: Meta Ads (Facebook & Instagram)
Objective: Generate leads and direct prospects to WhatsApp via website

Problem

Paid Ads (Meta Ads)

Project Overview

Doyan Ayam wanted to increase qualified leads from digital ads with a limited daily budget.
However, the initial campaign faced tracking issues, and early performance was not optimal due to pixel misconfiguration and inefficient campaign structure.

I focused on building a simple but scalable lead generation system, including:

Strategy

• Rebuilding the campaign using Conversion (Leads) objective

• Using Campaign Budget Optimization (CBO) to maximize limited budget

• Testing informational vs testimonial video creatives

• Segmenting audiences by city (Jakarta & Balikpapan)

• Optimizing placements to focus on high-performing feeds

• Gradually refining ads, audiences, and CTAs based on weekly performance

Lacking

• Launched video-based lead campaigns with clear WhatsApp intent

• Optimized ads weekly based on CTR, CPL, and lead quality

• Disabled underperforming ads and placements

• Shifted budget toward best-performing audience and creative combinations

• Ensured tracking accuracy after fixing pixel-related issues

• 146 Total Leads generated

• Cost per Lead (CPL): Rp 12,329

• Conversion Rate (CVR): 25%

• Total Spend: Rp 1,800,000

• 997 Link Clicks

• 63,669 Impressions

Campaign results outperformed the media plan by +33% in total leads.

Results

• Jakarta audience delivered more leads with lower CPL than Balikpapan

• Informational video ads performed best for top-funnel acquisition

• Facebook Feed was the highest-performing placement

• Proper tracking setup was critical to unlock campaign optimization

• CBO helped the algorithm allocate budget efficiently to winning ad sets

Key Insights

• Handle real client campaigns

• Optimize Meta Ads with limited budget

• Analyze performance at campaign, ad set, and ad level

• Turn technical issues into measurable performance improvement

Outcome