How WGG agency got 10,647 leads for an oxygen-based cleaner Aqua Magic

Aqua magic is a universal cleaning powder designed for everyday household use in Uzbekistan. Our initial goal is to attract quality leads via Instagram direct messages. Our targeted audience is primarily women aged 24–50 who manage household task

Attracting quality Instagram DM leads for a new universal cleaning powder in Uzbekistan, while keeping the cost per lead
low without sacrificing lead quality.

We launched UGC-style creatives highlighting the product's unique selling points, tested Advantage+ targeting, tagged every lead as Qualified, Unqualified, Lost or Converted to train the algorithm, and scaled the campaigns using the top-performing creatives.

Testing UGC and trendy clickbait-style creatives helped us find the messaging that resonated with our target audience. Tagging leads inside the Leads Manager improved Meta's algorithm signal, raising the qualification rate from 20% to 50% across three launches, while Advantage+ campaigns built on our best-performing creatives delivered a steady 10–15 orders per day.
Aqua Magic is an oxygen-based universal cleaning powder for everyday household use in Uzbekistan, positioned as a safe, hypoallergenic, multi-purpose cleaner suitable for clothing, dishes, furniture, and surfaces. The brand needed a strategy that could turn cold Instagram audiences into qualified DM leads at a sustainable cost, so every stage of the campaign was built around testing creatives and messaging until the right formula was found.

We started from creating the ‘UGC’ type of the creatives highlighting the unique selling points, choosing an authentic,
testimonial-style format that felt native to the Instagram feed rather than a typical product ad:
• 1+1 offer: get 350 GR for free
• More than 101 ways of use
• Hypoallergenic
• Suitable for cleaning clothing, dishes, furniture, and surfaces

In the initial campaigns, we targeted women aged 24–50 in Uzbekistan who were interested in parenting and home improvement — a broad, interest-based segment used as a baseline to see which messaging resonated before narrowing the audience further. Useful link

We received 1,464 messages for the cost $0.91 per message from these creatives, which was a solid start on cost, but the qualification rate was only 20%, so the further plan was to improve quality but stay within this CPL rate — instead of cutting spend, we kept testing new angles and hooks to lift the qualification rate without letting the cost per lead climb

To help improve the algorithm, we tagged all the leads in the Lead Center as Qualified, Unqualified, Lost or Converted categories, giving Meta’s algorithm a clear signal about which people actually matched our ideal customer profile

To help improve the algorithm, we tagged all the leads in the Lead Center as Qualified, Unqualified, Lost or Converted categories, giving Meta’s algorithm a clear signal about which people actually matched our ideal customer profile

After that we created a new pack of the ad creatives with more ‘UGC’ style and trendy clickbait videos, designed to grab attention in the first few seconds and feel like organic content rather than an ad

We received 6,806 messages at a cost of $1.14. The CPL increased compared to the previous launch, but the ‘leads tagging’ feature in the Leads Manager helped us reach the quality rate of 40%. This confirmed that better-trained algorithm signals mattered more than the raw cost of each message.

By this time we identified 3 most effective creatives that brought us the majority of the results, based on CTR, cost per message, and — most importantly — the number of orders each one generated, allowing us to plan the third launch

For the next launch we included Advantage+ settings with the most effective creatives from previous launches. We received 2,377 messages for $1.38. The CPL became higher, but the quality raised to 50% and we received 10–15 orders daily, proving that a smaller pool of proven, high-converting creatives paired with Meta’s automated targeting outperformed constantly launching new, untested ones

For the next launch we included Advantage+ settings with the most effective creatives from previous launches. We received 2,377 messages for $1.38. The CPL became higher, but the quality raised to 50% and we received 10–15 orders daily, proving that a smaller pool of proven, high-converting creatives paired with Meta’s automated targeting outperformed constantly launching new, untested ones

10,647 LEADS
1,108 ORDERS DURING THE WHOLE ADVERTISING PERIOD
AMOUNT SPENT: $12,365
LEADS: 10,647
COST PER LEAD: $1.16
QUALIFICATION RATE: 40%
NUMBER OF QUALIFIED LEADS: 4,204
COST PER QUALIFIED LEAD: $2.94
TOTAL NUMBER OF ORDERS: 1,108
COST PER ORDER: $11.15
APPROXIMATE GROSS REVENUE: $14,138.16

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