Cutting Customer Acquisition Cost by 51% & Building a Pan-India Lead Engine
Performance marketing for an Agriculture & Livestock Marketplace — combining Facebook & Instagram lead generation with high-intent Google Ads to acquire farmers, retailers and distributor enquiries at scale.
Performance marketing for a livestock-first digital marketplace.
The business operates in the livestock ecosystem, connecting farmers and buyers with products such as livestock feed, medicines, supplements and equipment. The digital model also supports specialist farming services and a wider supplier marketplace.
Marketplace Model
Designed to connect India's farmers with verified suppliers and livestock products through a digital buying experience.
Livestock Segments
Poultry, cattle, fish and shrimp audiences, with product categories spanning feed, medicines, supplements and equipment.
Dual Acquisition Funnel
High-volume retail/farmer lead generation alongside B2B distributor acquisition across regional markets.
Performance Channels
Meta Ads for scalable regional lead generation and Google Ads for high-intent search and conversion capture.
The source case-study document identifies the client as a confidential livestock health & nutrition brand. The performance figures in this case study are taken from the supplied reporting document for the stated period.
More spend was not the answer. Better allocation was.
High Acquisition Cost
CAC was approximately ₹345, creating pressure on sustainable acquisition economics.
Fragmented Google Account
60+ Google campaigns were running across Search, Shopping, Display, Video, Performance Max and Demand Gen, with many producing zero measurable conversions.
Overly Broad Geography
National and state-level targeting could waste impressions where farmers and retailers were outside realistic serviceable delivery zones.
Two Funnels, One Budget
Retail lead generation required volume and low CPL, while distributor acquisition required more precise regional targeting and a separate growth objective.
A funnel built around audience intent, geography and measurable conversion.
Awareness
Video and reach campaigns created regional visibility among relevant farming audiences.
Consideration
Lead forms and survey-style forms captured interested farmers, retailers and prospects.
Conversion
Purchase, WhatsApp and distributor-sign-up actions created direct paths to business enquiries.
Optimisation
Budget moved away from weak campaigns and toward proven regional performers.
Scale
Winning audiences, regions and creative formats were expanded across the country.
Hyper-Local Radius Targeting
Campaigns were built around agricultural hubs rather than relying only on broad state targeting — including locations such as Jorhat, Hailakandi, Nagaon, Cooch Behar and South Kolkata with radius-based targeting.
Native-Language Creative
Parallel Bengali, Hindi and English creative was used to match communication with regional audiences and improve relevance.
Meta for Lead Volume
Facebook and Instagram were used as the primary scalable lead-generation engine for farmers and retailers.
Google for High Intent
Search and Performance Max were concentrated around users already searching for relevant products and solutions.
Distributor Funnel
Five regional distributor campaigns were created for Central & East, West, North, North-East and South India.
Lower-Friction Conversion
WhatsApp click-to-message and short lead/survey forms reduced the steps required for mobile-first rural audiences to enquire.
Regional Facebook & Instagram campaigns that delivered qualified lead volume.
Meta was positioned as the high-volume acquisition engine, with campaigns adapted to product category, language and geography.
| Campaign | Target | Leads / Conversations | Cost |
|---|---|---|---|
| Poultry Medicine – Bangla | Cooch Behar +50 mi | 50 leads | ₹97.24 / lead |
| Poultry Medicine – Bangla Video Leads | Jorhat, Nagaon, W. Tripura, S. Kolkata | 554 leads | ₹13.25 / lead |
| GoPoshan Cattle Feed – Hindi | Uttar Pradesh | 194 leads | ₹26.91 / lead |
| Poultry Feeds & Medicine | MP, UP, Rajasthan, Bihar | 500 leads | ₹9.01 / lead |
| Nagaon & Jorhat Leads | Nagaon +50 mi, Jorhat +50 mi | 146 leads | ₹15.33 / lead |
| Bundle Offer – WhatsApp | India-wide | 198 conversations* | ₹6.62* |
| Distributor Leads – Hindi | India-wide | 267 leads | ₹24.00 / lead |
*The WhatsApp campaign was measured by cost per conversation rather than cost per lead. Figures are from the supplied case-study reporting period.
Cleaning the account and concentrating spend on intent.
The Google Ads programme was rebuilt around measurable conversion activity. Legacy campaigns that were spending without measurable conversions were paused, allowing budget to move toward campaigns demonstrating stronger efficiency.
| Metric | Search | Performance Max |
|---|---|---|
| Impressions | 1,523 | 1,20,560 |
| Interactions | 156 | 5,364 |
| Conversions | 21.5 | 76.5 |
| Cost / Conversion | ₹125.54 | ₹98.88 |
98 Google conversions at ₹104.73 average cost
Across Search and Performance Max, the reporting period delivered 98 conversions at an average cost of ₹104.73 per conversion, with ₹10,264 in reported spend.
A measurable improvement in acquisition economics.
12.1L+ Reach
Meta campaigns reached more than 12.1 lakh people across the reporting period.
₹9.01 Best CPL
The strongest representative regional lead campaign achieved a reported ₹9.01 cost per lead across MP, UP, Rajasthan and Bihar.
Pan-India Distributor Pipeline
Dedicated distributor campaigns were launched across five macro-regions: Central & East, West, North, North-East and South India.
Account Accountability
Dozens of legacy zero-conversion campaigns were paused and budget was redirected toward campaigns that demonstrated conversion efficiency.
Performance figures above are sourced from the supplied Digital Marketing Case Study and cover 27 June 2026 – 6 August 2026. They should be presented as reported campaign performance, not as guarantees of future results.
The result came from system design, not one winning ad.
Right Radius
Geo-targeting reflected how local farmers and retailers actually buy instead of paying for irrelevant national reach.
Right Language
Bangla and Hindi creative made the offer more relevant to regional audiences than a single English-only message.
Right Channel
Meta generated scalable demand while Google captured people already demonstrating search intent.
Right Budget
Campaigns that failed to convert were cut, while proven campaigns received more of the available budget.
Right Funnel
Awareness, consideration, conversion and distributor acquisition were separated so each could be measured against its actual role.
Right Friction Level
Lead forms and WhatsApp gave mobile-first audiences simpler ways to start a conversation.
A repeatable framework for regional lead generation.
Audit & Tracking
Review account structure, conversion events, audience quality, geo coverage and wasted spend.
Funnel Rebuild
Separate awareness, lead generation, conversion and distributor acquisition objectives.
Regional Testing
Test radius, language, creative, offer and audience combinations by agricultural hub.
Budget Shift
Scale winners, pause weak campaigns and consolidate spend around efficient conversion paths.
Scale & Refine
Expand successful regional patterns and optimise against lead quality, conversion and acquisition cost.
From scattered ad spend to a measurable acquisition engine.
Before
60+ Google campaigns, fragmented budgets, broad targeting, inconsistent conversion performance and high acquisition cost.
After
Regional funnels, channel-specific roles, native-language creative, concentrated budgets and a growing B2C + B2B lead pipeline.
The strategic advantage
For agriculture and livestock businesses, performance marketing works best when geography, language, product demand and buying behaviour are treated as connected variables. The campaign system was designed around exactly that principle.
Performance figures grounded in the supplied campaign report.
The campaign metrics, period, CAC movement, lead counts, Meta campaign examples and Google Ads conversion figures in this case study are derived from the supplied “Digital Marketing Case Study” document. The website review was used only to align the positioning with the current Agriculture / Livestock Marketplace business model.
Website positioning: PrraniGanga describes itself as a digital livestock marketplace connecting farmers and verified suppliers, with products covering feed, medicines, supplements and equipment, and services for poultry, cattle, fish and shrimp. Its current website also promotes expert technical guidance and EC poultry-farming services. citeturn0search0turn0search5
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ACCELFI® builds performance marketing systems around audience intent, geography, creative relevance, conversion tracking and disciplined budget optimisation.
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