How We Generated 5,000 Daily Leads for a Health-Tech Brand

In 2023, Healthians needed to generate thousands of qualified leads every single day across dozens of Indian cities at a cost per lead low enough to make the unit economics work.

By the time we were done, the system was delivering 5,000+ daily leads at an average CPL of ₹130. Here is exactly how we built it.

The Starting Problem: Scale Without Killing CPL

Healthians was expanding into new cities rapidly. Each city launch meant new audiences, new local competitors, and new creative requirements. A static campaign structure could not keep pace. What worked in Guwahati was not necessarily working in Jammu. And maintaining a ₹130 CPL while adding new geographies was genuinely hard.

The Campaign Architecture

We built a three-layer campaign structure across Meta, Google, and YouTube. City-specific acquisition campaigns for new market entries used localised copy and Now in [City] messaging. Always-on national campaigns targeted health-conscious audiences at scale and were continuously refreshed to prevent ad fatigue. Retargeting campaigns served website visitors and past enquirers with offers calibrated to the specific health package they had shown interest in.

The Creative Testing Framework

Over the course of the engagement we created 2,500+ ad variations. Ad fatigue is the silent campaign killer. When the same creative runs for too long against the same audience, frequency rises, CTR falls, and CPL climbs. Our defence was a systematic creative refresh approach with weekly creative cycles, three format minimum per campaign, and custom illustrated brand characters that could be placed in any city context without requiring new photography.

The Funnel Beyond the Ad

Lead generation campaigns are only as good as what happens after the click. Landing pages matched the ad creative exactly. Form length was kept to the absolute minimum. Mobile-first design was non-negotiable since over 90% of Healthians traffic was mobile.

The Result

At peak the system delivered over 5,000 qualified leads per day at an average CPL of ₹130 across 30+ cities. Over 1,000 campaigns were executed across the entire engagement. The model proved that scale and cost efficiency are not mutually exclusive if the architecture is right from the start.