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wedding photography case study
wedding photography case study

38 Bookings In 1 Year Through Meta Ads

Instagram-only Meta Ads for a Delhi-based premium wedding photographer delivered approximately 38 bookings in 12 months via a DM-first funnel, with a lean ₹700/day (₹21,000/month) budget and disciplined creative testing.

Client overview

  • Delhi-based wedding photographer positioned for premium clientele, offering cinematic highlights and high-end storytelling.

  • Serviceable market restricted to Delhi to preserve quality and operational efficiency.

Objectives

  • Generate consistent, high-intent inquiries from premium couples.

  • Run a simple, repeatable Instagram ads plan that targets ideal couples, tests creatives, and turns DMs into bookings.

  • Maintain lean daily spend while improving booking volume and predictability.

Challenges

  • Launch aligned with seasonal dip (Jul–Sep), depressing initial demand.
  • No prior structured funnel; needed DM qualification standards and spam controls.
  • Premium positioning required top-tier creative quality and message-market fit.

Strategy

  • Instagram-first plan using best 5-6 portfolio work in carousels and short, cinematic videos.
  • DM-led qualification flow; no Click-to-WhatsApp or lead forms to reduce friction.
  • Creative refresh at least twice per month to avoid fatigue and sustain momentum.

Implementation

  • Phase 1: Concept testing
    1. Tested multiple hooks, creatives, and carousel sequencing to trigger qualified DMs.
    2. Daily inbox monitoring during week one to filter spam and enforce response SLAs.
  • Phase 2: Enhanced testing
    1. Iterated winning concepts with refined copy (style, deliverables, premium experience).
    2. Optimized for DM-to-booking conversion and intent depth.
  • Phase 3: Scaling
    1. Prioritized top-performing creatives and placements within the ₹700/day cap.
    2. Timed spend and rotations to align with Oct–Jan peak demand.

Targeting and placements

  • Geo: Delhi-only targeting to maintain serviceability and intent quality.
  • Placements: Instagram Feed and Stories only for visual-first discovery.
  • Audience focus: engaged/newly engaged and premium wedding interest themes.

Funnel and operations

  • Lead flow: all inquiries initiated and qualified inside Instagram DMs.
  • Hand-off: qualified prospects received the photographer’s WhatsApp number for direct coordination, without using Click-to-WhatsApp ads.
  • QA: daily DM checks in week one, then less frequent once quality stabilized.

Lead data

  • Leads/day: approximately 3-4 at ₹200 CPL (Cost per Lead).

  • Leads/month: approximately 100-110 at ₹200 CPL (Cost per Lead).

  • Qualified leads/month: 50-55 at ₹400 CPQL.

  • Qualified leads/year: 630

  • Qualification rate: approximately 50% from initial leads to qualified leads.

  • Conversion rate (Lead → booking): 6%.

  • Bookings/month: approximately 2-4

  • Bookings/year: approximately 38

Budget and economics

  • Daily ad spend: ₹700.

  • Monthly ad spend: ₹21,000 (700×30 = 21,000).

  • Annual ad spend: ₹2,52,000 (21000*12 = 252,000).

  • Implied cost per booking: approximately ₹6,631 (252,000 ÷ 38 ≈ 6,631).

  • Avg ticket: ₹1,75,000 per booking.

Results

  • First 3 months (Jul 1–Oct 1): 4 bookings during seasonal trough.
  • Next 3 months (Oct 1–Jan 1): 13 bookings during peak season.
  • Next 3 months (Jan 1–Apr 1): 10 bookings.
  • Next 3 months (Apr 1–July 1): 11 bookings.
  • Full year: 38 bookings through Instagram DM-led funnel.

Revenue generated

  • Revenue (38 bookings): ₹66,50,000  (38×1,75,000=66,50,000).

  • Ad spend: ₹2,52,000 for the year; ₹21,000/month baseline.

  • ROAS: ~26x  (66,50,000÷2,52,000).

Key insights

  • 38 bookings in 12 months from an Instagram-only, DM-first funnel on ₹700/day (₹21,000/month).

  • 3-4 leads/day at ₹200 CPL (Cost per Lead); 50-55 qualified leads/month at ₹400 CPQL (Cost per Qualified Lead).

  • ~26x ROAS on ₹2,52,000 annual ad spend with ₹1.75L average package.

  • Beginning with a 5–6 creative set reduced time-to-winner creative selection and prevented early fatigue without increasing CPL

  • Twice-monthly creative refresh prevented fatigue and sustained DM quality.

Category:

Wedding

Software:

Meta Ads

Service:

Digital Marketing

Client:

Ivory Note

Date:

October 15, 2025

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