Case Study / IVAC × Sugar Salt Media

890 qualified enquiries in six months.

A verified performance marketing case study for Indus Valley Ayurvedic Centre, Mysuru — combining Google Search, Meta lead generation, tracking discipline and weekly account hygiene.

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Verified live accounts

Performance Marketing for Healthcare & Wellness Brands.

Data window: Feb–Jul 2026. Pulled on 2026-07-29 from live Google Ads and Meta accounts. The objective was to build a proof-point asset for Sugar Salt Media’s healthcare and wellness performance marketing offer.

Headline results

Six months of verified performance.

890
Qualified enquiries generated
₹2,282
Blended cost per lead
₹20.3L
Managed ad spend
36,515
Qualified clicks
~8.5%
Average click-through rate
269
Peak month leads in April 2026
Average CTR was around 2–3× the category search benchmark, with April delivering 269 leads at ₹1,450 CPL.
The scale-up

Feb to Apr: monthly enquiries grew around 6× while CPL fell 76%.

Month
Qualified enquiries
Cost per lead
February 2026
45 leads
₹6,130 CPL
March 2026
198 leads
₹1,230 CPL
April 2026
269 leads
₹1,450 CPL
May 2026
204 leads
₹2,283 CPL
The turnaround

A mid-year delivery stall was fixed in one week.

Before
After one week
Weekly leads: 6.5
Weekly leads: 25.5 (+292%)
CPL: ₹10,617
CPL: ₹2,506 (-76%)
4/5 premium ad groups marked Poor
Rebuilt ad groups lifted to Excellent / Good
Root cause was diagnosed as conservative Smart Bidding plus weak ad relevance — fixed with two targeted levers, not more budget.
Two-channel system

Google Search protected intent. Meta opened a new lead engine.

Google Search

Brand defence at ₹277 CPL, premium HNI intent, and core Ayurveda demand — each on conversion bidding with guardrails. 890 enquiries and 36.5k clicks over six months.

Meta FB / IG

New lead engine produced 83 leads at ₹505 CPL in the first 8 live days. Placements were pruned to Facebook Feed and Reels, with best placement at ₹334 CPL.

International demand

A USA international campaign was launched to reach IVAC’s 50+ country medical-tourism audience.

Ad-quality rebuild

Every RSA was rewritten around searcher intent. Live ad strength moved to 3 Excellent, 3 Good, 4 Average, and 0 Poor.

Why it is repeatable

Tracking before spend. One change at a time.

01Tracking before spend
02One change at a time
03Verify by re-pulling numbers
04Protect brand, then grow frontier
05Message-match every click
06Weekly waste-cutting
Packaged offering

Performance Marketing for Healthcare & Wellness Brands.

Build: tracking, architecture, research and landing pages. Scale: Google and Meta to a CPL standard. Optimise: weekly hygiene, ad-relevance craft and stall diagnostics.

The system is built for healthcare and wellness brands that need qualified enquiries, not vanity lead volume.
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