Brand New Healthcare Consultancy in a Crowded Market
Here’s how our smart targeting turned a $0.33 CPL with the wrong audience target into $0.06 targeting the exact Audience. This is our marketing study of a Nepali client from the consultancy Niche. These are our observations, our digital marketing approach that got us the result. Not every campaign is the same, so what worked for this campaign might not work for others.
Our Client
From Employee to Entrepreneur
Mokshya Professional Services is a Kathmandu-based consultancy that focuses on helping healthcare professionals like nurses, doctors, and other Health professionals secure professional licenses like Nepali NMC number for countries like Denmark and Norway. As per the founder, he left an established organization to start Mokshya in the same niche.
Zero Audience Trust, Zero Brand Equity & Direct competition against well-funded Ogs who had been running ads for years.
How did we know about their budget, you ask?
Because one of my colleagues works for the same company and runs ads for them.
The Challenge
Our competitor had a big brand presence, a large ad budget, and years of social proof, like Google reviews, Facebook testimonials, you name it. Our client had none of that.
Our Discovery:
Our Approach
Before Finding the Sweet Spot
As we were working with a brand new business, we had limited intel, limited docs, limited everything to know more about what we are doing. We had to earn our insights by going through their past leads and conversations with their clients.
Research before Actually Building
Our clients were in a rush, like every Nepali client looking for marketing to win the business game. Words like “aja belka bhitra ma ads run hunxa?”, “kaile bata ads start garne?”. However, without taking stress and without starting on ad copy and design, we dug through their existing leads. Avishek mapped out the pain points and began building a clear picture of our target audience. Asking for documents and information from the Nepali client is difficult; mining through old leads became our primary research method.
No time for Learning
We launched several campaigns simultaneously, refreshing creative in Canva & Photoshop, updating our copywriting, & testing various audience signals. Month One, 24th March to 23rd April 2025, we generated 304 leads across 6 campaigns at $44.95 total spend. We were able to CPL to $0.15, less than half the client’s original cost. Not our end goal, but proof that the direction was right. “Sahi bato hidirako xam hai guys hami”
Finally hit the Sweet Spot
With real audience data and competitor analysis, we finally did it. We addressed the pain point, named the exact job titles in the design. One campaign alone returned us 2,388 leads with $0.06 on total budget of $146.16.
Turning Point
The Ad copy that changed everything
Sadhai Paisa nai thulo kura hudaina kaile kai Creatives leni farak parxa sathi
Here’s the exact shift that helped us achieve the best result:
Competitor's Approach
Our Winning Copy
What did we learned from this Social Media Marketing Campaign?
- Hyper-specific Audience Targeting: Naming exact job titles in ad copy can filter out the noise and attract exactly who the service was built for
- Pain point copy beats feature lists every time: Addressing IELTS fears, relocation of family, after support, hidden cost in copy helps to pre-qualify and build trust before the first click
- Old is Gold: When clients can’t brief you, their previous conversations and history can always tell you everything you need to know.
Unlike others, posting screenshots. Here’s my review from our client. Here’s what he had to say about us…
Stay tuned, I will be posting other marketing case studies of my clients.