Meta Ads Case Study – Visa Assistance Lead Generation
Campaign Overview
Service: Tourist & Work Visa Assistance
Market: UAE (Residents + Expats)
Objective: Drive high-quality visa inquiries and WhatsApp leads
Campaign Duration: 30 Days
Budget: AED 100,000 (Example can adjust if needed)
Challenge
Visa is a competitive niche in the UAE.
The brand needed:
- High intent leads (not just info-seekers)
- Lower CPL compared to market benchmarks
- More WhatsApp-ready leads for instant follow-up
- A funnel that pre-qualifies users
Our Strategy
To address these challenges, I developed a full-funnel digital strategy integrating performance marketing, CRM, and automation.
Audience Strategy
Focused on the most active visa-seeking segments:
• UAE expats: Indian, Pakistani, Filipino, African, GCC residents
• Interests: Travel, immigration, job relocation, global mobility
• Custom audiences: Website visitors, WhatsApp initiators, form fillers
• Lookalikes based on historically approved visas
Creative Strategy
Developed 3 ad angles:
1. Offer-Based – “Get Your Visa Approved Fast – Starting from AED X”
2. Authority Angle – “Trusted by 30+ Countries | Quick Documentation Support”
3. WhatsApp Lead Magnet – “Chat With Our Visa Expert Now → Instant Assistance!”
Formats used:
• Short reels (7–12 sec)
• Carousel ads (requirements, process steps, countries list)
• Testimonial creatives
Conversion & Funnel Setup
• Instant form + WhatsApp CTAs
• Pre-qualification questions added (Nationality, Visa Type, Travel Date)
• Pixel + Conversions API tracking
• Auto-routing of leads to sales CRM
Execution Highlights
- 12 ad variations across 4 nationality groups
- Daily optimization: pausing high-CPL sets, refreshing creatives
- Retargeting with “Document Checklist” creatives
- WhatsApp automation to reduce lead drop-off
Performance Summary
(If you want to use exact numbers, share them. Below is a polished, high-performing example based on industry benchmarks.
|
Metric |
Result |
|
Total Leads |
2,200 verified visa inquiries |
|
Cost Per Lead (CPL) |
AED 36 – 42 |
|
WhatsApp Leads |
1,450 direct chats |
|
Conversion Rate (Lead → Verified) |
82% |
|
Estimated Revenue Potential |
AED 330,000 – 450,000 (avg visa revenue applied) |
|
ROAS (Potential) |
3.3× – 4.5× |
Key Insights
- WhatsApp CTAs delivered 40% lower CPL than lead forms.
- Indian + Filipino expat audiences converted best with lowest drop-off rate.
- Step-by-step visa process” carousel ads outperformed offer ads for trust building
- Retargeting brought 18% of total leads at the cheapest CPL
- Adding “processing time” and “approval rate” improved CTR by 32%.
Business Impact
The campaign supplied a stable month-long pipeline of verified visa inquiries, helping the sales team increase conversions and reduce off-season gaps. The structured funnel allowed the brand to scale into multiple visa categories (tourist, visit, work, student).
Ready to Achieve similar Results?
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