A service business in DHA, Lahore had been running Facebook ads for several months with a consistent PKR 30,000 monthly budget. Their previous agency was sending weekly reports full of reach figures, impressions, and engagement statistics. The numbers looked respectable. The phone was not ringing.
The business owner had a clear and simple measure of success: qualified enquiries — people who had seen the ad, decided they were interested in the service, and called or submitted a form to discuss a booking. By that measure, the campaigns were failing entirely. The ads were reaching thousands of people and generating hundreds of likes and a handful of profile visits. Almost none of those converted into actual contact.
When we met with the client, their frustration was not with the budget — they were willing to spend PKR 30,000 per month. Their frustration was with the measurement framework their previous agency had used to hide the fact that the spend was producing nothing of business value.
Before touching any ad settings, we spent time understanding the business: who their ideal clients were, what triggered the decision to contact them, what questions those clients had before picking up the phone, and what made this business the right choice over alternatives in DHA and nearby areas.
The previous campaigns had been targeting a broad audience with brand awareness objectives — the cheapest way to generate impressions and engagement statistics. We rebuilt the campaigns with a different objective entirely: conversions, measured as form submissions and WhatsApp messages, not page likes.
Specific changes we made:
In month one, with the same PKR 30,000 budget, the campaigns generated 12 qualified leads — people who messaged on WhatsApp or submitted a contact form expressing specific interest in the service. The business owner described the change as going from a campaign that was invisible to one that was working.
Of the 12 leads in month one, several converted to paying clients. The cost per lead — approximately PKR 2,500 per qualified enquiry — was within a range the client was comfortable scaling. By month three, the budget had been increased because the returns justified it.
The previous campaign had generated months of reports without a single inbound call that could be attributed to the ads. The rebuilt campaigns generated trackable, attributable enquiries from the first week.
"Same PKR 30,000 monthly ad budget. Before: likes and no calls. After Softvirtue: 12 qualified leads in month one."
If your digital marketing is producing engagement metrics but not enquiries, the problem is almost always one of three things: the wrong campaign objective (optimising for reach instead of action), the wrong audience (too broad, wrong geography, wrong intent signal), or the wrong creative (talking about the business instead of talking to the customer's problem).
We fix all three. If you're spending on ads and not seeing calls or form submissions, we're happy to review your current campaigns and tell you honestly what we see — before you commit to working with us.