Live campaigns
The cheapest lead was the one who couldn't borrow.
So the ads said who could.
For a personal-loan provider in India, Alchemy IBS Private Limited ran Meta lead-generation campaigns that state who is eligible before anyone fills the form. We tested by region and tracked valid leads alongside cost. We also planned an OTP-verified lead flow so the sales team calls real, reachable people.
At a glance.
| Client | Industry | Market | What we did | Stage |
|---|---|---|---|---|
| A personal-loan provider | Consumer finance | India | Meta lead generation, eligibility-led messaging, region-wise testing, lead-quality tracking, OTP verification flow planning, reporting | Live campaigns |
Loan enquiries came easily. The trouble started at the sales call.
Personal loans attract enquiries easily. Money is an urgent need and a short form is easy to fill. The provider needed volume, and volume was not the hard part. The hard part was what happened when the sales team picked up the phone.
A low cost per lead was hiding the real cost.
Most lending campaigns chase a lower cost per lead. In lending, the cheapest lead is often the one who can never be approved. An ad that promises quick money to everyone draws people outside the income range, people without the right documents, and people who typed a wrong number. Every one of them costs a sales call.
So we moved the filter to the front. The ads say who the loan is for before anyone taps the form: the salary range that qualifies first, then the basic conditions and what to have ready. That reduces the pool on purpose. The people who remain are closer to an approvable application, and the sales team spends its day on them.
Reachability came next. A lead the team cannot reach is worth nothing, however well it fits. That is where verification comes in.
Acquisition built around who can be approved.
- Eligibility-led creative and copy on Meta that qualifies in the ad, not after the call.
- Region-wise testing, so budget follows the areas where enquiries hold up, not just where they are cheap.
- Valid-lead tracking alongside cost per lead, with sales feedback on which enquiries could be reached and progressed.
- A reporting view that puts cost and quality side by side, so no one celebrates a cheaper lead that the team couldn't use.
- An OTP-verified lead flow, planned: a verification step that confirms the phone number before the lead reaches sales.
The campaigns ran. The verification step is still a plan.
The eligibility-led campaigns and quality tracking ran live. The OTP flow was designed as the next step and is not yet confirmed as deployed. The account's numbers are not ours to publish. Verification confirms that a person is reachable; whether they qualify still depends on the lender's own criteria.
A lender's sales calls improve when the ad states the conditions.
State the conditions where the buyer first meets the offer. Fewer people will apply, and more of them will be worth calling.
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