Brand
WhatsApp Business Solution Provider
The Brazilian technology company worked with WhatsApp Business Messaging Partner Manychat to deliver a campaign of ads that click to WhatsApp with lead optimization, which resulted in more leads and a 44% lower cost per lead than its usual approach.
45%
Increase in qualified leads, compared to usual approach of ads optimized for messages
30%
Lower cost per lead, compared to usual approach of ads optimized for messages
Their Story
Simplifying sales for digital entrepreneurs
Braip is a Brazilian technology platform that connects producers and affiliates to increase sales of digital and physical products. Its ecosystem includes tools for building checkout pages, managing affiliate programs, tracking performance and automating campaigns. By simplifying the sales process and offering robust analytics, Braip works to help clients grow their online revenue efficiently—whether they are launching a new offer or optimizing an existing one.
Their Goal
Reducing lead generation costs
Braip’s previous ads that click to WhatsApp campaigns were optimized for message engagement. The team wanted to explore new opportunities for lowering cost per lead and improving lead quality.
“The adoption of campaign optimization for lead generation via WhatsApp significantly improved the efficiency of our marketing efforts, in addition to providing a more qualified experience for potential customers who contacted our team. Although the total volume of conversations decreased, we observed a significant increase in the quality of leads generated, which has had a direct impact on the performance of our service.”
Manoel Assad
Chief Marketing Officer and Chief Revenue Officer, Braip
Their Solution
Optimizing ads for potential leads
Braip tried optimizing ads that click to WhatsApp for leads for the first time for its March 13–26, 2025 campaign. Lead optimization prioritizes delivery to users who are more likely to become high-quality leads. Ads were delivered to Brazilian adults ages 18–45 and promoted Braip’s customer support and high application approval rates.
Braip worked with WhatsApp Business Messaging Partner Manychat to develop an automated messaging experience on Whatsapp. After clicking on the ad, potential customers could engage with the brand in a WhatsApp conversation. They were asked four automated questions pertaining to their ecommerce experience, products and revenue, then transferred to a live agent for follow-up. Braip defined qualified leads as potential customers who met its eligibility requirements.
Their Success
Qualified leads at a lower cost
Braip tested ads that click to WhatsApp with lead optimization against its usual approach of ads that click to WhatsApp optimized for messages using a Meta A/B test, and found that the new approach delivered:
- 45% increase in qualified leads, compared to usual approach of ads optimized for messages
- 30% lower cost per lead, compared to usual approach of ads optimized for messages
“Our main recommendation is that other companies see commercial messaging solutions such as ads that click to WhatsApp with lead optimization not just as a service channel, but as a strategic qualification and conversion tool.”
Manoel Assad
Chief Marketing Officer and Chief Revenue Officer, Braip
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