28% Increase in Leads for a Leading FMCG & Personal Care Group, 5.7 ROAS

See the results

Case Study - Performance Marketing

At a glance

IndustryFMCG · Personal Care
ProductsPersonal care, beauty, dairy
Focus marketsMass-market, India
EngagementLead gen · Paid media

Overview

A diversified FMCG group, founded in the 1980s, with a strong portfolio across personal care, beauty, dairy, and foods, alongside its salon network. The group is known for building mass-market brands tailored to Indian consumers. Its diversified brand portfolio and pan-India salon footprint have made it a trusted name across multiple consumer categories.

Objectives

The group ran a lead generation and acquisition campaign across its salon-booking and consumer-enquiry funnels, with the goal of scaling qualified leads and appointments while improving ROAS and controlling cost per lead. The key objectives were to:

Scale qualified leads and salon appointment bookings
Improve return on ad spend across booking and enquiry funnels
Keep cost per lead under control
Concentrate spend on the highest-converting audiences

Key Strategies Implemented

High-Intent Keyword Prioritisation

We identified top-converting service and product keywords, scaled them, and paused underperformers, supported by a curated negative keyword list to protect lead quality.

Audience Layering

Demographic, interest, and location signals were layered to focus spend on the segments most likely to book or enquire, with lookalike audiences built from past converters.

Creative Optimisation Cycles

Offer-led and benefit-led creatives were rotated and tested, with the strongest performers scaled and weak variants retired on a rolling basis.

Verified Lead Capture

OTP-verified forms reduced invalid submissions and improved the lead-to-appointment ratio, lifting downstream conversion reliability.

Results

▲

+28%

Leads / Appointments

▼

−19%

CPL

▲

5.7

ROAS

Frequently Asked Questions

From strategy to execution, here is everything you need to know about our services, how engagements work, and what makes IMARC Amplify the growth partner businesses keep coming back to.

What makes IMARC Amplify different from other digital marketing agencies?

IMARC Amplify operates at the intersection of strategy and execution. We bring genuine sector intelligence, full-funnel digital capabilities, and a performance-first mindset to every engagement, so clients get more than a vendor. They get a growth partner built around measurable results.

Do you work with businesses outside India?

Yes. IMARC Amplify operates across both domestic and international markets, bringing the same depth of research-backed strategy and full-spectrum digital execution to businesses across geographies and industries worldwide.

What services does IMARC Amplify offer?

We offer a comprehensive suite of digital marketing services including performance marketing, B2B lead generation, account-based marketing (ABM), SEO, content marketing, LinkedIn marketing, programmatic advertising, influencer marketing, SEM, marketing automation, video marketing, mobile app marketing, online reputation management, and social media management.

Who are your typical clients?

We work with a diverse range of clients including startups, D2C brands, enterprises, manufacturers, technology firms, fintech companies, edtech platforms, and service businesses — across both B2B and B2C segments in domestic and international markets.

How does IMARC Amplify approach a new client engagement?

Every engagement begins with a deep understanding of your business objectives, target audience, competitive landscape, and growth goals. We then build a customized, integrated marketing strategy designed to deliver measurable outcomes and execute it with precision, creativity, and full performance accountability.

How do you measure and report campaign performance?

We are firmly performance driven. Every campaign is tracked against clearly defined KPIs aligned to your business goals, whether that's leads generated, cost per acquisition, return on ad spend, organic traffic growth, or brand visibility metrics. Clients receive regular, transparent performance reports throughout the engagement.

Can IMARC Amplify help with both brand building and performance marketing simultaneously?

Absolutely. In fact, the most effective marketing programs combine both. IMARC Amplify is built to deliver full-funnel marketing, from top-of-funnel brand awareness and content to mid-funnel engagement and bottom-funnel performance campaigns, ensuring your brand grows in visibility and revenue at the same time.

What is the difference between B2B and B2C digital marketing, and do you handle both?

B2B marketing targets businesses and decision-makers through channels like LinkedIn, ABM, and content marketing, with longer sales cycles and relationship-driven strategies. B2C marketing focuses on consumer audiences through social media, influencer campaigns, and performance ads. IMARC Amplify is fully equipped to handle both with equal depth and expertise.

Do you provide digital marketing services for startups and early-stage businesses?

Yes. We work with businesses at every stage of growth — from early-stage startups building their first digital presence to established enterprises scaling into new markets. For startups, we offer focused, high-impact service packages designed to maximize visibility, generate early traction, and build a strong foundation for sustainable growth.

Can IMARC Amplify manage my entire digital marketing function as an outsourced partner?

Yes. Many of our clients engage us as a fully outsourced marketing team — covering strategy, execution, creative, analytics, and reporting across all channels. This model gives businesses access to a full team of specialists at a fraction of the cost of building an equivalent in-house department.

Brands That Trust Us

We partner with businesses that expect more from their marketing than visibility and impressions. Across B2B and B2C, domestic and international, our clients choose IMARC Amplify because we connect marketing intelligence to outcomes that genuinely move their business forward.

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