Brand
Partner
Sinharaja Ceylon Herbal, a Sri Lankan Ayurvedic wellness brand, adopted leads optimization for its ads that click to WhatsApp and saw meaningful improvements in both lead volume and cost efficiency compared to its conversation-optimized campaigns.
12.8%
more leads, attributed to ads that click to WhatsApp with leads optimization
21.5%
lower cost per lead, attributed to ads that click to WhatsApp with leads optimization
Their Story
Wellness brand sought WhatsApp efficiency
Sinharaja Ceylon Herbal is a Sri Lankan wellness brand that specializes in authentic Ayurvedic and herbal products. The company sells direct-to-consumer across Sri Lanka and relied on Meta technologies as a primary acquisition channel, using WhatsApp as the destination for consultation, product discovery and order conversion.
Their Goal
Driving efficient leads at scale
Sinharaja Ceylon Herbal wanted to improve both lead volume and cost efficiency from its campaigns on WhatsApp. The brand was running a standard campaign optimized for conversations but needed more leads at a lower cost to scale its business.
“As a local Ayurvedic brand, every rupee of media spend has to earn its place. Leads optimization delivered more leads at a lower cost without changing our creative or our audience. That efficiency is what makes it possible for us to double our investment and reach more households across Sri Lanka.”
Sandun Maduwantha
Founder/ Director – Sinharaja Ceylon Herbal
Their Solution
Testing a new optimization approach
Sinharaja Ceylon Herbal partnered with Roar AdX, an ad platform reseller based in Sri Lanka, to test whether leads optimization could outperform its existing conversations optimization setup for ads that click to WhatsApp.
The brand had been running these campaigns optimized for conversations as its standard approach. While they generated leads, the team believed there was an opportunity to increase lead volume at a lower cost per lead. To test this idea, Roar AdX designed a 2-week split test through Meta Ads Manager, changing only how the campaign was optimized.
The test compared the conversations-optimized campaign against one using leads optimization. Both used video ads on Facebook featuring Sinharaja Ceylon Herbal’s Ayurvedic products, with each ad including a call-to-action button that directed people to start a conversation on WhatsApp. Once people tapped through, they could consult with the brand about products, explore the range and place orders directly within the conversation. The creative assets, audience and budget remained consistent between both campaigns, making the optimization approach the only difference.
Running from April 22 to May 5, 2026, the test reached men and women aged 18 and older across Sri Lanka. The results showed strong directional improvement at a 91% confidence level, as measured by the split test tool from Meta. The new approach generated 12.8% more leads while reducing cost per lead by 21.5% compared to the conversations-optimized campaign.
Based on these results, Sinharaja Ceylon Herbal adopted the new approach as its default strategy for all campaigns on WhatsApp. The brand planned to scale its budget by 2x while maintaining its improved cost per lead.
Their Success
Results that changed the playbook
The split test delivered strong results at a 91% confidence level. Based on these findings, Sinharaja Ceylon Herbal adopted the new approach as its default strategy and planned to scale its budget by 2x.
- 12.8% more leads, attributed to ads that click to WhatsApp with leads optimization
- 21.5% lower cost per lead, attributed to ads that click to WhatsApp with leads optimization
“Our goal was simple – drive more qualified leads through WhatsApp while keeping acquisition costs under control. By testing leads optimization against our previous conversations optimization setup, we were able to achieve significantly better efficiency and lead volume. The improvement in cost per lead gave us the confidence to make leads optimization for ads that click to WhatsApp, our default strategy moving forward.”
Udara Dharmasena
Regional VP – Client Success, Roar AdX
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