Case Study

SetupMate Case Study: How Himanshu Soni Improved Lead Quality and Scaled UAE Business Setup Revenue by 10X Through Meta Ads The Client Client: SetupMate Management Consultancy Industry: UAE Business Setup & Company Formation Engagement Model: Individual Remote Collaboration Performance Marketing Strategist: Himanshu Soni Engagement Start: March 2025 Services: Meta Ads, International Lead Generation, Audience Strategy, Funnel Optimisation & Performance Marketing Target Market: United Kingdom and International Entrepreneurs Project Overview: Turning Irrelevant Leads Into High-Value International Business Opportunities Generating leads for a business setup consultancy is not simply about reaching people interested in entrepreneurship. The real challenge is reaching individuals who have a genuine intention to establish a company in the UAE and are willing to invest in the process. SetupMate provides business setup and company formation services for entrepreneurs and business owners looking to establish their businesses in the United Arab Emirates. When Himanshu Soni started working individually with SetupMate as a remote Performance Marketing Strategist in March 2025, the business was facing a significant lead quality problem. The existing Meta Ads campaigns were generating a large volume of irrelevant enquiries. Previous targeting strategies relied on broad interests, including luxury watches, in an attempt to reach premium audiences. However, an interest in luxury products does not necessarily indicate an intention to establish a business in the UAE. The result was a disconnect between the audiences being targeted and the services SetupMate actually offered. Himanshu audited the existing advertising account and identified an opportunity to rebuild the strategy around business intent, relevant audience signals, and clearer messaging. Starting in April 2025, he launched campaigns targeting investment-related audiences in London, with advertising messages clearly communicating SetupMate’s UAE business setup services. The first month delivered international deal closures generating approximately 6X revenue relative to advertising spend, based on the reported campaign results. Over the following months, the strategy continued to evolve. By the sixth month of the engagement, revenue had increased to approximately 10X the initial baseline, alongside six reported deal closures. In September, the business closed 12 deals. This case study explains how Himanshu approached the account, addressed the targeting problem, and aligned paid advertising more closely with SetupMate’s commercial objectives. The Challenge: Why Was SetupMate Generating Irrelevant Leads? Before changing the campaigns, Himanshu focused on understanding why the existing advertising strategy was attracting enquiries that did not translate into relevant business opportunities. Three key challenges stood out. 1. Broad Audience Targeting Was Attracting the Wrong People The previous team had been using broad interest-based targeting, including luxury watches, to reach audiences assumed to have greater purchasing power. While these interests may indicate certain consumer preferences, they do not necessarily indicate that someone intends to establish a company in the UAE. A person interested in premium watches may have no interest in company formation, business licensing, or international expansion. This created a gap between the targeting strategy and the actual service being advertised. The problem was not simply the number of leads being generated. It was the relevance of those leads to SetupMate’s business model. 2. The Advertising Message Needed Greater Clarity Business setup is a specialised service. Potential customers need to understand what a company offers and whether its services match their requirements. If an advertisement attracts attention without clearly communicating the service, it can generate enquiries from people whose needs do not align with the business. Himanshu therefore focused on making the advertising message more directly relevant to UAE business setup and company formation. 3. Campaign Performance Needed to Be Measured Against Deal Closures For a business setup consultancy, the value of an advertising campaign extends beyond lead generation. A lead may need to be qualified, contacted, nurtured, and converted before becoming a paying client. Optimising campaigns solely for lead volume or cost per lead can therefore create misleading results. The objective was to connect advertising performance more closely with qualified opportunities, international deal closures, and revenue. The Strategy: How Himanshu Soni Rebuilt SetupMate’s Meta Ads Approach Rather than continuing with the existing broad targeting strategy, Himanshu focused on making the campaigns more relevant to people interested in investment and business opportunities connected with the UAE. 1. Auditing the Existing Meta Ads Account The first step was to review the existing advertising account and understand the underlying targeting problem. The audit highlighted that the previous approach was using broad consumer interests as a proxy for business intent. Himanshu identified the need to shift the campaign strategy towards audiences and messaging that were more closely aligned with SetupMate’s actual services. The focus was on: Reviewing the existing audience targeting approach. Identifying why irrelevant enquiries were being generated. Aligning campaign messaging with UAE business setup services. Moving away from relying solely on broad consumer interests. Evaluating campaign performance against actual business outcomes. This provided the foundation for a more focused international lead generation strategy. 2. Targeting Investment-Related Audiences in London From April 2025, Himanshu launched campaigns targeting investment-related audiences in London. The strategic change was to focus on a more relevant audience context instead of assuming that an interest in luxury consumer products indicated business setup intent. The campaigns were designed to communicate directly with people who might be interested in investment and business opportunities. The objective was not simply to reach an affluent audience. It was to reach people for whom the service being advertised was relevant. This distinction was important because audience relevance and service clarity can influence the quality of the enquiries generated through paid advertising. 3. Communicating the UAE Business Setup Offer Clearly Alongside the audience change, Himanshu focused on clarifying the advertising message. The campaigns communicated what SetupMate offered: business setup and company formation services in the UAE. This helped establish a clearer connection between the advertisement and the service the prospect would be enquiring about. Instead of relying on a broad message designed to attract general attention, the strategy focused on communicating the business proposition more directly. The objective was to encourage enquiries from people interested in the actual service rather than from people with

Lorien Finance Case Study: How Himanshu Soni Improved Education Loan Lead Quality to 80% and Increased Sales Closures to 5% The Client Client: Lorien Finance Industry: Overseas Education Loans / Study Abroad Financing Engagement Model: Individual Remote Collaboration Performance Marketing Strategist: Himanshu Soni Project Duration: September 2024 – March 2026 Focus Areas: Meta Ads, Audience Strategy, Lead Quality Optimisation, Conversion Funnel Improvement Project Overview: Turning Junk Leads Into Qualified Education Loan Enquiries Generating leads is only one part of performance marketing. For businesses operating in the overseas education loan industry, the real challenge is attracting students who genuinely need financing for their international education. Lorien Finance was facing a lead quality problem. Its advertising campaigns were generating enquiries, but a significant portion of those leads were irrelevant, including people looking for personal loans instead of education loans. This created challenges for the sales team. Time was being spent contacting prospects who did not match the intended audience, while genuinely interested students needed to be identified more efficiently. Himanshu Soni worked individually with Lorien Finance as a remote Performance Marketing Strategist from September 2024 to March 2026. His focus was to improve the quality of incoming leads and help align paid acquisition with the actual requirements of the education loan business. Instead of relying only on conventional interest-based targeting, he used the brand’s existing student customer data to develop a more relevant audience acquisition strategy. By creating a 1% lookalike audience based on existing students who had obtained education loans, he helped improve lead quality to approximately 70–80%, with the reported improvement reaching around 80%. The work also contributed to improvements across the downstream sales funnel, including logged-in, sanction, and disbursal stages. The reported sales closure rate reached up to 5%. This case study explains the challenge, the audience strategy, and the approach used to improve lead quality and sales funnel performance. The Challenge: Why Was Lorien Finance Getting Junk Leads? Lorien Finance provides financing solutions for students pursuing education abroad. Unlike general-purpose financial products, education loans are relevant to a specific audience: students planning overseas education who need financial assistance to fund their studies. The initial challenge was that the advertising campaigns were attracting people looking for personal loans rather than education loans. This created three major problems. 1. Irrelevant Enquiries Were Consuming Sales Team Resources The sales team needed to identify students with genuine education financing requirements, but irrelevant enquiries were making the qualification process more difficult. Every unqualified lead increased the effort required to identify a genuine prospect. 2. Lead Volume Was Not Enough Generating more enquiries does not necessarily improve business performance. For an education loan provider, the quality of each lead matters because the journey from initial enquiry to final disbursal involves several stages. A campaign can generate a large number of leads without delivering enough students who are eligible, interested, and ready to move forward. 3. Advertising Needed to Align With Actual Loan Requirements The objective was not simply to reduce the cost per lead. It was to attract a more relevant audience whose requirements matched the education loan products offered by Lorien Finance. This required a shift in audience strategy, using information about existing customers rather than relying exclusively on broad targeting assumptions. The Strategy: Using Existing Education Loan Customers to Improve Lead Quality 1. Analysing Existing Student Customer Data Instead of starting with a completely new audience, Himanshu identified an opportunity within Lorien Finance’s existing customer data. The business already had information about students who had obtained education loans. These customers were more relevant to the business objective than an audience built around general interest in loans because their journey was directly connected to education financing. The strategy was to use this existing student data as the foundation for finding more potential customers with similar characteristics. 2. Creating a 1% Lookalike Audience Himanshu used the existing student customer data to create a 1% lookalike audience on Meta Ads. A lookalike audience allows advertisers to reach new people who share characteristics with a supplied source audience, subject to Meta’s matching and audience modelling. The approach was designed to help Meta identify potential prospects who more closely resembled the existing education loan customer base. The process involved: Using existing student data associated with education loan customers. Uploading the appropriate customer data into Meta’s audience system. Creating a 1% lookalike audience from that source. Using the resulting audience for prospecting campaigns. Evaluating lead quality and downstream sales performance. The critical difference was the source of the audience data. Rather than treating everyone interested in loans as a potential prospect, the strategy started with people whose previous behaviour was directly relevant to education financing. This gave the campaigns a more focused foundation for acquiring new leads. 3. Shifting From Lead Quantity to Lead Quality The objective was to improve the relevance of enquiries rather than optimise campaigns solely for the lowest possible cost per lead. For Lorien Finance, a useful lead needed to have an education financing requirement, not simply an interest in borrowing money. The new audience strategy helped the campaigns focus more closely on potential students seeking education loans. This shift was important because the quality of a lead influences what happens after the form is submitted. Better-matched enquiries give sales teams a stronger starting point for qualification and follow-up, although final outcomes also depend on student eligibility, responsiveness, lender requirements, and the sales process. 4. Connecting Advertising Performance With the Sales Funnel Another important part of the approach was looking beyond the initial lead submission. In the education loan industry, the customer journey can include several stages: Lead Generated → Lead Qualified → Student Logged In → Loan Sanctioned → Loan Disbursed → Sales Closure These stages provide a more meaningful view of business performance than lead volume alone. The focus was to improve the quality of leads entering the funnel and support better outcomes through subsequent stages. This made it possible to evaluate advertising in relation to the commercial objective: acquiring relevant

Fictioo Case Study: How We Achieved 7X ROAS for a Gaming Accessories Brand in 3 Months Using Meta Ads The Client Client: Fictioo Industry: Gaming Accessories & E-commerce Agency: Dioptre Media Service: Meta Ads Management & Performance Marketing Advertising Platform: Facebook Ads & Instagram Ads Campaign Period: February–May 2026 Ongoing Campaign Management: February– 2026 Project Overview: Scaling a Gaming Accessories Brand Through Performance Marketing Scaling a new e-commerce brand is not just about running advertisements. It requires the right strategy, reliable conversion tracking, a conversion-focused website, and a clear understanding of customer behaviour. Fictioo is a gaming accessories brand offering products such as controller holders and accessories designed for gaming enthusiasts who want to organise and personalise their gaming setups. When Fictioo partnered with Dioptre Media in February 2026, our objective was to build a profitable customer acquisition system using Meta Ads without relying on a large advertising budget. As a performance marketing agency, we focused on more than simply launching campaigns. Our approach covered the entire customer acquisition journey, including tracking infrastructure, website optimisation, campaign management, and full-funnel advertising. Within approximately three months, we generated around ₹91,000 in sales from an advertising spend of just ₹13,700, achieving approximately 6.64X ROAS, reported as 7X. We continued managing Fictioo’s campaigns beyond the initial milestone, maintaining a reported ROAS of 3X–4X through October 2026. This case study explains the business challenges we addressed, the strategies we implemented, and the results achieved through our Meta Ads management services. The Challenge: Building a Profitable Sales System for a New Gaming Accessories Brand Gaming accessories operate in a competitive e-commerce market. Customers compare products, designs, prices, and alternatives before deciding where to purchase. For a growing brand like Fictioo, the challenge was to stand out, attract relevant buyers, and convert advertising traffic into actual prepaid orders. We identified five important areas to address. 1. Generating Sales With a Limited Advertising Budget A new brand cannot always depend on a large advertising budget to acquire customers. Every rupee needs to be allocated carefully. Our objective was to identify opportunities to generate purchases while keeping advertising costs under control. Instead of increasing spending without sufficient evidence, we focused on developing a structured campaign strategy and using performance data to guide optimisation. 2. Reaching the Right Gaming Audience Not everyone interested in gaming is ready to purchase a gaming accessory. We needed to connect Fictioo’s products with relevant potential customers and communicate their appeal through product-focused advertising. Our objective was to attract people more likely to consider the products and complete a purchase, rather than simply generate inexpensive clicks. 3. Improving Website Conversion Performance Advertising performance depends on more than campaign settings. Even when an advertisement attracts the right visitor, a confusing product page or difficult checkout experience can prevent a sale. We therefore treated website optimisation as an essential part of the overall performance marketing strategy. 4. Establishing Reliable Conversion Tracking Without reliable tracking, it becomes difficult to understand which campaigns contribute to purchases and where customers drop off. We worked on creating the tracking data layer and improving conversion measurement to establish a stronger foundation for campaign optimisation. 5. Creating a Full-Funnel Advertising Strategy Some customers discover a product for the first time, while others have already visited the website or demonstrated purchase intent. We needed a structured approach to address these different customer stages instead of treating every potential buyer in the same way. Our Strategy: How Dioptre Media Used Meta Ads to Scale Fictioo Rather than relying on a single campaign, we worked on multiple parts of the acquisition process to improve the overall effectiveness of Fictioo’s advertising. 1. Building the Tracking Data Layer Before making optimisation decisions, we focused on establishing a more reliable measurement foundation. Our work included developing the tracking data layer and improving the measurement of important website and purchase-related actions. This helped support: Tracking important website interactions and purchase-related events. Improving visibility into the customer journey. Evaluating campaign performance against conversions. Making more informed campaign optimisation decisions. Establishing a stronger foundation for ongoing advertising management. For an e-commerce brand, reliable tracking is essential because campaign performance should ultimately be evaluated against purchases and revenue, not clicks alone. 2. Website Optimisation for Better Conversions We approached Fictioo’s website as part of the advertising funnel rather than treating it as a separate component. Our focus was on identifying opportunities to improve the shopping experience and help visitors move from product discovery to checkout. For gaming accessories such as controller holders, product presentation matters. Customers need to understand what they are buying, how the product fits into their gaming setup, and why it is worth purchasing. We focused on website optimisation opportunities designed to reduce friction in the purchase journey and support the traffic generated through Meta Ads. The objective was to make the journey from advertisement to completed order more effective. 3. Developing a TOFU, MOFU, and BOFU Campaign Funnel At Dioptre Media, we approach performance marketing by considering the different stages of the customer journey. For Fictioo, our strategy incorporated a full-funnel approach. TOFU — Top of Funnel: Brand Awareness and Discovery The first stage focused on introducing Fictioo’s gaming accessories to relevant potential customers. We used prospecting campaigns to explore audience opportunities and identify ways to attract people interested in gaming accessories and gaming setups. Product-focused advertising can help communicate the design, practical use, and appeal of an accessory to a relevant audience. MOFU — Middle of Funnel: Product Consideration The second stage focused on people who had already interacted with the brand or demonstrated interest. These potential customers might need additional information or another opportunity to evaluate the product before making a purchase. We used the funnel framework to distinguish between new audiences and people already familiar with the brand. BOFU — Bottom of Funnel: Purchase Conversion The final stage focused on converting higher-intent audiences into customers. Relevant website visitors and people who had demonstrated purchase intent could be approached through conversion-focused campaigns and retargeting, where appropriate.

Blue Tea Case Study: How Himanshu Soni Helped Scale D2C Sales to ₹1.5 Lakh in a Single Day Through Meta Ads Client Client: Blue Tea Industry: D2C, Tea & Wellness Engagement Model: Individual Remote Role Performance Marketing Strategist: Himanshu Soni Services: Meta Ads, Performance Marketing, Creative Strategy, Remarketing, Conversion Optimisation & SEO Brand Highlight: Featured on Shark Tank India Season 2 Project Overview How do you turn an underperforming D2C advertising account into a significant revenue channel without simply increasing the advertising budget? That was the challenge Himanshu Soni worked on with Blue Tea, a tea and wellness brand featured on Shark Tank India Season 2. Himanshu worked individually with the brand as a remote Performance Marketing Strategist, collaborating directly on its advertising strategy, campaign optimisation, creative direction, and organic growth initiatives. At the beginning of the engagement, the brand was spending approximately ₹4,000 and generating around ₹4,000 in sales through its paid advertising setup. Although Blue Tea already had demand through marketplaces, its direct-to-consumer (D2C) website wasn’t converting that demand effectively. The objective was to identify the gaps in the existing strategy and build a more effective system for acquiring customers through the brand’s website. Himanshu focused on improving product positioning, restructuring remarketing, testing new creatives, developing promotional campaigns, and optimising the customer journey. One of the early breakthroughs came through a Tea Day campaign, which generated more than ₹30,000 in sales in a single day at approximately 5.5X ROAS. Over the following months, he explored different creative approaches, including founder-led content featuring the brand’s Shark Tank India appearance. Approximately six months into the engagement, Blue Tea reached more than ₹1.5 lakh in sales in a single day, with over 200 orders and advertising spend of less than ₹30,000. Alongside paid advertising, Himanshu also worked on SEO to support the brand’s organic search visibility. Himanshu’s Strategy: Improving Blue Tea’s D2C Performance 1. Product USP and Creative Strategy Himanshu identified an opportunity to move beyond generic product advertisements and communicate the specific reasons customers might choose Blue Tea’s products. The creative strategy focused on product USPs, relevant consumer interests, stronger hooks, and clearer product positioning. 2. Full-Funnel Remarketing He worked on a more structured remarketing approach covering website visitors, product viewers, add-to-cart audiences, checkout abandoners, and previous customers. The objective was to communicate more appropriately with potential customers according to their stage in the purchase journey. 3. Promotional Campaigns The Tea Day campaign became an early milestone, generating more than ₹30,000 in single-day sales at approximately 5.5X ROAS. This provided an opportunity to evaluate the role of promotional messaging and creative strategy in converting interested customers. 4. Shark Tank India Creative Strategy Himanshu explored the brand’s Shark Tank India appearance as a creative asset, using founder-led storytelling to introduce a different narrative into its advertising. The approach connected the founders, the brand’s story, and its products, providing an alternative to standard product-focused advertisements. 5. Continuous Campaign Optimisation He worked on campaign management, creative testing, remarketing, audience strategy, and performance analysis to identify opportunities for improving the account’s results. 6. SEO and Organic Visibility Beyond paid advertising, Himanshu also worked on SEO initiatives, including keyword research, on-page optimisation, content optimisation, internal linking, and technical SEO opportunities. The objective was to support organic search visibility alongside paid acquisition. Results at a Glance Metric Result Brand Blue Tea Strategist Himanshu Soni Working arrangement Individual remote collaboration Initial advertising spend Approximately ₹4,000 Initial sales Approximately ₹4,000 Early campaign milestone ₹30,000+ sales in one day Early campaign ROAS Approximately 5.5X Later daily sales milestone ₹1.5 lakh+ Orders in a single day 200+ Advertising spend at later milestone Less than ₹30,000 Marketing channels Meta Ads and SEO Conclusion: From Managing Campaigns to Building a Stronger D2C Revenue Channel Blue Tea’s growth journey illustrates the value of combining product positioning, creative testing, remarketing, promotional campaigns, and conversion-focused advertising. Himanshu Soni worked directly with the brand as a remote Performance Marketing Strategist, focusing on improving its D2C advertising performance and supporting its organic growth. From an initial setup generating approximately ₹4,000 in sales to a reported milestone of ₹1.5 lakh+ in a single day, the engagement involved continuous strategic work rather than simply increasing advertising expenditure. The key takeaway is that effective performance marketing starts with understanding the business, identifying gaps, developing the right strategy, and continually evaluating what drives meaningful results. Looking to work with Himanshu Soni on your performance marketing strategy? Connect with Himanshu to discuss Meta Ads, e-commerce growth, conversion optimisation, and SEO for your business. Visit Himanshu’s professional website to learn more about his performance marketing expertise. SEO Information SEO Title: Blue Tea Case Study: ₹1.5 Lakh Daily Sales | Himanshu Soni Meta Description: Learn how Himanshu Soni worked remotely with Blue Tea on Meta Ads, creative strategy, remarketing, and SEO to achieve ₹1.5 lakh+ sales in a single day. Suggested URL Slug: /case-studies/blue-tea-performance-marketing-case-study/ Primary Keyword: Blue Tea case study Secondary Keywords: Himanshu Soni performance marketing Meta Ads case study D2C performance marketing Meta Ads strategy for D2C brands E-commerce advertising optimisation Facebook and Instagram Ads ROAS optimisation D2C growth strategy SEO for D2C brands

From Page 2–4 Rankings to Top Search Positions for Competitive UPSC Keywords The Client GS SCORE (IAS Score) – IAS Coaching Institute, Delhi NCR Industry Education / UPSC & IAS Coaching Service SEO – Search Engine Optimization Project Period 2022–2023 SEO Strategist Himanshu Soni – Performance Marketing & SEO Agency Conversions – Best in Performance Marketing The Challenge Our team worked with IAS SCORE, also known as GS SCORE, an IAS coaching institute operating in Delhi NCR. When we started working on the project in 2022–2023, the website already had a decent amount of organic traffic. So the problem wasn’t that the website had no visibility. The bigger challenge was: They were not getting enough visibility for their most important, high-intent UPSC keywords. Several important keywords were either: Not ranking at all Ranking on the second page Ranking on pages 3–4 Or fluctuating significantly in Google search results Some of the important keywords we were targeting included: IAS Coaching UPSC Syllabus IAS Mains Syllabus Current Affairs for UPSC UPSC Interview Preparation UPSC Mock Interview Preparation And other high-intent UPSC-related search terms The client already had content and organic traffic. What they needed was a stronger technical foundation, content strategy and authority-building approach to compete for the top positions. The Initial SEO Audit Before making any changes, Himanshu Soni conducted a complete SEO audit of the website. We didn’t want to randomly change content or start building backlinks without understanding what was actually holding the website back. The audit covered three major areas: Technical SEO On-Page SEO Off-Page SEO / Authority We analyzed the website using multiple industry-standard tools, including: Google PageSpeed Insights GTmetrix SEMrush Ahrefs Moz This helped us compare the website’s technical health, keyword visibility, backlink profile and competitive position. What We Found The website already had a relatively good base from an on-page and content perspective. However, we identified gaps in: Technical SEO Page performance Core Web Vitals Internal linking Content optimization Search-intent alignment Backlink authority Contextual link building Competitor-based content opportunities The biggest opportunity was to combine technical SEO + content optimization + authority building rather than relying on just one SEO activity. Step 1 – Technical SEO Optimization We created a 3-month SEO Plan of Action with the initial objective of resolving the major technical issues affecting the website. One of the areas we focused heavily on was website performance. We analyzed metrics and issues related to: Core Web Vitals LCP – Largest Contentful Paint FCP – First Contentful Paint INP Image optimization Lazy loading Page-loading performance Technical page experience We used data from tools such as Google PageSpeed Insights and GTmetrix to identify areas where the website could be improved. The objective wasn’t simply to get a better score on a tool. The objective was to create a technically healthier website that could provide a better experience to both users and search engines. Step 2 – Keyword Strategy Once the technical foundation was addressed, we created a focused keyword strategy. We identified keywords based on: Search volume Competition Search intent Existing rankings Business relevance Competitor rankings Content opportunities Our primary focus was on keywords that could bring highly relevant UPSC aspirants to the website. Some of the major target keywords included: “IAS Coaching” This was one of the most competitive and commercially important keywords for the business. “UPSC Syllabus” A high-volume informational keyword with significant organic potential. “IAS Mains Syllabus” A more specific search intent around UPSC Mains preparation. “Current Affairs for UPSC” A highly relevant content-driven search term. “UPSC Mock Interview Preparation” A highly targeted keyword connected with a specific stage of the UPSC preparation journey. The strategy wasn’t to rank for one keyword and stop. We built a wider keyword ecosystem around UPSC preparation. Step 3 – Competitor Analysis One of the most important parts of our SEO process was understanding why competitors were already ranking above IAS SCORE. We analyzed websites that were already appearing on the first page of Google for our target keywords. We studied: Content structure Topic coverage Keyword placement Internal linking Heading structure External links Backlink profiles Content depth Search intent Page authority We didn’t simply copy competitors. Instead, we used the competitor data to identify: “What are the pages ranking above us doing better?” Then we used those insights to improve the IAS SCORE website. Step 4 – On-Page SEO Optimization After understanding the keyword and competitor landscape, we started optimizing the website’s content. The work included: Content optimization Keyword mapping Heading optimization Internal linking External linking Content structure Search-intent optimization Page-level keyword targeting Improving topical relevance We also worked on connecting relevant pages together through internal links. For example, a page discussing UPSC syllabus could naturally connect users to relevant: UPSC preparation resources Current affairs Mains preparation Interview preparation Related study material This helped create a stronger topical structure across the website. Step 5 – Content Optimization We didn’t believe that simply adding keywords to existing pages would be enough. The content had to satisfy the search intent. For every important keyword, we analyzed what users were actually looking for. For example: UPSC Syllabus A user searching this keyword wants a clear, structured and comprehensive syllabus. Current Affairs for UPSC The user expects regularly updated and UPSC-relevant current affairs. UPSC Mock Interview Preparation The user is looking for interview preparation resources, guidance and potentially mock interview support. We therefore optimized content around what the user wanted to find, not just around keyword density. Step 6 – Authority & Link Building After improving the website’s technical and on-page foundation, we focused heavily on authority building. This was one of the major gaps we identified during the initial audit. We started a consistent off-page SEO campaign involving: Blogger outreach Guest posting Paid guest posting Contextual backlinks Do-follow backlinks Relevant authority websites Content-based link placements The objective was not to build thousands of random backlinks. Instead, we focused on acquiring contextually relevant backlinks that could strengthen the authority of important pages. Step 7 – Consistent Outreach Link building

Turning Irrelevant Hotel Enquiries into High-Intent Bookings Through Google Ads The Client Ivory Stays – Hotels in Gurgaon/Gurugram Industry Hospitality / Hotels Primary Channel Google AdsMonthly Ad Spend₹60,000–₹70,000 Key Objective Generate high-intent calls and hotel bookings instead of irrelevant enquiries. 1. The Challenge When Ivory Stays approached us in April 2026, their biggest problem wasn’t simply the number of leads they were receiving. The real problem was lead quality. They were already running Google Ads through another setup, but the enquiries coming in were often irrelevant. The hotel team was spending time handling enquiries that had little or no booking intent. The client was very clear: “We don’t want irrelevant leads. We want genuine customers who are actually looking to book a hotel.” After getting access to the account, we started with a complete audit instead of immediately increasing the budget. What we found was that the problem was not just one thing. There were multiple issues across the campaign structure, search targeting, landing pages and conversion tracking. Major issues identified: A Performance Max campaign was being used despite the client’s requirement for highly relevant, direct-search-driven hotel enquiries. Search campaigns had broad and irrelevant search terms triggering ads. Negative keyword management was not strong enough. The existing website was not structured primarily around conversion. There were no properly dedicated landing pages for specific hotel locations and search intents. The website lacked a strong and clear Call to Action (CTA) sequence. The landing-page experience was not sufficiently aligned with the keywords being targeted. Conversion tracking needed to be properly structured around actual business actions. The campaign needed to distinguish between different types of users and different hotel-location searches. In short, the account was generating traffic, but it wasn’t generating enough qualified booking intent. 2. Our Approach Instead of treating Google Ads as simply a traffic-generation platform, we looked at the complete customer journey: Search → Ad → Landing Page → Call/Enquiry → Booking Our objective was to make every step more relevant to the user’s search intent. We didn’t simply increase the advertising budget. We rebuilt the foundation first. 3. Step 1 – Complete Google Ads Account Audit The first step was a detailed audit of the existing Google Ads account. We reviewed: Campaign structure Search terms Keywords Match types Negative keywords Ad groups Ad relevance Search intent Landing pages Conversion actions Existing bidding strategy Geographic targeting User intent Call-related conversions One of the biggest observations was that the account was not sufficiently focused on high-intent hotel searches. For a hotel business, someone searching for: “hotel in sector 57 Gurgaon” has a very different intent from someone searching for: “hotel photos” or“hotel jobs in Gurgaon.” The campaign needed to understand this difference. 4. Step 2 – Moving Away From Irrelevant Campaign Dependency The previous setup relied on Performance Max even though the immediate business requirement was to generate high-intent search enquiries and calls. For Ivory Stays, we wanted much more control over: What keywords triggered the ads Which searches were excluded Which locations were targeted Which landing page users reached Which ad copy they saw Which actions were counted as conversions Therefore, we focused heavily on a Search-led strategy. The goal was simple: Put the hotel in front of users who were actively searching for accommodation in the relevant Gurgaon locations. 5. Step 3 – Keyword Research Based on Real Booking Intent We conducted keyword research around hotel-related searches and mapped keywords according to location and user intent. Instead of targeting generic hotel keywords blindly, we created a more location-focused approach. Examples included searches around: Hotels in Sector 57 Gurgaon Hotels near Golf Course Road Hotels near Artemis Hospital Gurgaon Hotels near me Hotel accommodation in Gurgaon Hotels in specific Gurgaon locations This allowed us to build campaigns around specific search intent rather than generic traffic. 6. Step 4 – Location-Specific Landing Pages One of the biggest improvements we made was the landing-page strategy. The previous website experience was not designed strongly enough around paid-search conversion. Rather than sending every user to the same generic page, we created dedicated landing pages aligned with different search intents. Key landing pages included: Hotel in Sector 57 Gurgaon https://ivoryleafstays.in/hotel-in-sector-57-gurgaon/ Hotel Near Golf Course Road, Gurgaon https://ivoryleafstays.in/hotel-near-golf-course-road-gurgaon/ Luxury Hotel Near Artemis Hospital Gurgaon https://ivoryleafstays.in/luxury-hotel-near-artemis-hospital-gurgaon/ Best Hotel Near You https://ivoryleafstays.in/book-the-best-hotel-near-you/ The purpose was simple: Search query → Relevant ad → Relevant landing page For example, if someone searched for a hotel near Artemis Hospital, they shouldn’t land on a generic hotel page. They should immediately see content relevant to hotels near Artemis Hospital. This improves relevance and creates a much clearer path toward enquiry or booking. 7. Step 5 – Improving the Landing-Page Experience Generating clicks is only half the job. The user still needs a reason to call or book. We therefore worked on creating a clearer conversion journey. The landing pages were structured around: Relevant location information Hotel details Clear booking intent Strong calls to action Easy access to contact/call options Relevant content based on the user’s search A more logical page sequence The objective was to remove unnecessary friction. A person searching for a hotel shouldn’t have to hunt around the website to understand: Where is the hotel? Why should I stay here? How do I contact the hotel? How do I book? We wanted these answers to be immediately visible. 8. Step 6 – Conversion Tracking Setup Another important part of the project was conversion tracking. We separated the conversion actions into primary and secondary conversions. This helped us understand which actions were actually contributing to business results. Instead of looking only at clicks, we started measuring meaningful user actions such as: Calls Enquiries Booking-related actions Other relevant engagement actions This gave us a much better understanding of actual campaign performance. 9. Step 7 – Multiple Ad Groups Based on Search Intent We didn’t put every keyword into one large campaign structure. We created multiple ad groups around different themes and locations. For example: Location-Based Intent Users searching for hotels in