Financial Education Acquisition
More leads were not the answer. Better intent filtering was.
Context
High-consideration acquisition is not a volume game. The work focused on improving the quality of conversations after the click and separating curiosity from real purchase intent.
The A/B test between CTWA and CTLP created a clearer path from Meta Ads to qualified conversations, generating IDR 410M in conversion value from 82 qualified leads at a 22.7× blended ROAS.
The problem that needed solving before chasing the result.
A long-consideration education product was generating traffic, but not enough sales-qualified demand. The funnel needed to build trust while separating curiosity from real purchase intent.
From strategic direction to execution decisions.
I owned the work across Meta Ads, connecting strategy, execution, and measurement to the business need.
How the work moved from diagnosis to delivery.
Understand the problem
I started with the business context, user needs, and the main constraint. A long-consideration education product was generating traffic, but not enough sales-qualified demand. The funnel needed to build trust while separating curiosity from real purchase intent.
Set the direction
I ran an A/B test between Click to WhatsApp and Click to Landing Page journeys, using each path for a different level of buyer intent. CTWA supported prospects ready to start a conversation, while CTLP gave higher-consideration audiences more context before they converted.
Execute and coordinate
I turned the direction into work across Meta Ads and kept the cross-functional decisions tied to what the business needed next.
Measure and improve
Progress was reviewed through output quality, user response, and commercial impact. Each cycle produced evidence for the next priority.
Turning strategy into decisions the business could measure.
The A/B test between CTWA and CTLP created a clearer path from Meta Ads to qualified conversations, generating IDR 410M in conversion value from 82 qualified leads at a 22.7× blended ROAS.
My contribution was visible in:
