Year by year, piece by piece.
Wellness & Holistic Health · Etiler, Istanbul
What made this hard
On Meta, getting a form filled in is easy; getting that person into the programme is hard. Lead counts can rise in the account while actual attendance stays flat — a cheap form collects uninterested people too. In wellness the decision is emotional and personal, so people want to see the brand several times before they're persuaded. I've set out the wrong-KPI problem here.
What I prioritised
I set the campaign objective on qualified conversations rather than form volume; making the form slightly harder raises the intent of the people who complete it. On the content side I treated community growth as part of performance: a lead campaign run against an audience that already knows the brand is both cheaper and better qualified than one run cold.
