Brand
The Indian nutrition and wellness platform tested ads that click to WhatsApp with lead optimization and generated more qualified leads at a 12% lower cost per lead than its usual approach.
12%
Lower cost per lead for ads that click to WhatsApp with lead optimization, compared to usual ads that click to WhatsApp with conversation optimization*
3X
More qualified leads from WhatsApp than emails**
*Meta A/B test in Ads Manager, April 1-18, 2025. **Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
24/7 health and fitness support
Nutryfit is an online nutrition and wellness platform that offers customized, dietitian-developed nutrition programs for Indian clients. Options include plans for basic weight loss, diabetes, high blood pressure, pregnancy and more.
Their Goal
Generating high-quality leads
The metric that’s most important to Nutryfit is knowing when campaigns are driving qualified leads. Nutryfit traditionally generated leads through emails, phone calls and ads that click to WhatsApp optimized for conversations. The company found that their conversations-optimized ads that click to WhatsApp were great at initiating chats, but not enough of these conversations were turning into quality leads.
“Lead optimization for ads that click to WhatsApp has allowed us to reach more people while keeping our budget under control. The leads we’re getting are more genuine and interested and at a lower cost per lead. Another major benefit is how easy it’s become to track campaign performance. With lead metrics available directly in Ads Manager, we can quickly evaluate what’s working, compare different creatives or audiences and make faster decisions.”
Amal Mohammed
CEO, Nutryfit
Their Solution
Optimizing for leads
During the test period, Nutryfit tried a new approach to lead generation: delivering a campaign of ads that click to WhatsApp optimized for leads instead of conversations. By selecting lead optimization as the performance goal in Ads Manager, Nutryfit’s ads were more likely to be seen by audiences across Meta technologies who’d provide their lead information.
Ads were delivered to an audience of Malayalam-language speakers aged 18-50 (including those with health- and diet-related interests) in India (Kerala), Iraq, Jordan, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates, the US and Canada from April 1-16, 2025. After clicking the ads, people entered a conversation with a Nutryfit representative on the WhatsApp Business app, where they could choose to submit a lead form to learn more about the company’s diet plans.
People who filled out the entire form were counted as qualified leads and the brand provided them with customized information in order to help drive them toward the purchase of the diet plan that was right for them.
Their Success
High-quality leads at lower cost
Nutryfit conducted a Meta A/B test in Ads Manager between April 1–18, 2025, which found that the new approach delivered more cost-effective results. Its internal data also showed that WhatsApp generated more qualified leads than a lead generation email campaign that ran at the same time:
- 12% lower cost per lead for ads that click to WhatsApp with lead optimization compared to usual approach of ads that click to WhatsApp with conversation optimization*
- 3X more qualified leads from WhatsApp compared to emails**
*Meta A/B test in Ads Manager, April 1-18, 2025.
**Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“Compared to traditional phone call follow-ups, ads that click to WhatsApp feel much more efficient and comfortable for our audience. Clients are more likely to engage when communication starts on WhatsApp as it gives us more room to explain our services and build a friendly connection early on.”
Amal Mohammed
CEO, Nutryfit
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