Solution
About the project
The client is a bridal dress salon in Lisbon (Portugal).
The main task is to attract women for dress fittings through Meta Ads.
Funnel format: lead acquisition via the website (form) and WhatsApp.
An important feature — most leads came through WhatsApp, which influenced the approach to analytics and optimization.
Solution
Building analytics and event tracking
At the start, we implemented tracking of two key events:
Lead — after submitting the form (thank-you page)
Contact — click on the WhatsApp button
Campaign optimization was based on the Lead event, but in parallel we analyzed Contact. After the testing period, together with the client we confirmed that WhatsApp leads are also high-quality, which allowed us to expand the evaluation of effectiveness.
Audience testing
At the start, we tested a wide range of audiences:
cold audience without interests (age + geo + gender)
audiences based on direct and related interests
separate groups for each interest for accurate analysis
After accumulating data: we created Lookalike audiences (LLA) based on Lead and Contact events. This allowed us to scale effective combinations.
Work with creatives
In the project we used: videos with dresses (Love story, shoots near the ocean and in Lisbon) and static creatives in a fashion magazine style.
Focus — emotion, atmosphere, and visual appeal.
Finding and scaling winning combinations
Key period: from 12.06.2025
A stable combination was found:
cold audience without interests
video creatives in Love story format
Result: 780 leads at €5.75. This campaign has been working steadily for 9+ months.
Additional scaling through promotions
From 12.01.2026, a campaign for dress sales was launched.
Result in 1.5 months: 231 leads at €2.46
Current results
Over the last month: 240 leads at €3.14.
Two main campaigns continue to consistently generate leads and scale.
Conclusions
In the bridal services niche, emotional creatives play a key role
WhatsApp can be the main lead generation channel
Cold audiences without interests can deliver better results with the right creatives
Systematic testing allows finding combinations that work for months
Promotional campaigns can significantly reduce the cost per lead
Want similar results?
We will help you:
- build a lead generation system
- set up analytics
- find effective combinations
- scale advertising without losing efficiency
Leave a request — we will show how this can work in your business
