01 / Overview
Over three years, Thiqa built and continuously optimised Liwwa's full paid media infrastructure across Meta and Google. The result: 6,930 qualified business leads at an average cost of $1.19 — well below the finance industry benchmark — with 95.6% of Google traffic arriving from mobile, and the primary converting audience being male business owners aged 25–34.
02 / The Challenge
What We Were Up Against
Liwwa, Jordan's leading SME lending platform, needed a steady pipeline of qualified business owners actively seeking financing — not just clicks.
Highly specific audience: SME owners, not general consumers
Finance ads face strict platform policies and higher CPC floors
Lead quality mattered as much as volume — unqualified leads waste the sales team's time
No existing paid media infrastructure or conversion tracking
03 / How We Built Liwwa's Lead Machine
How We Fixed It
Audience Architecture
Built layered Meta audiences targeting business owners, self-employed professionals, and SME decision-makers in Jordan. Excluded consumer segments to protect lead quality.
Conversion Tracking Setup
Deployed Meta Pixel + Conversions API and Google Tag Manager with full lead-event tracking, enabling accurate optimisation toward cost-per-qualified-lead.
Google Search — Intent Capture
Launched targeted Search campaigns on high-intent financing and business loan keywords. Achieved $0.16 CPC with 7.71% CTR by tightly matching ad copy to query intent.
Creative Testing & Optimisation
Ran continuous A/B tests on Meta creatives — messaging, formats, CTAs. Winning creatives were scaled; losers cut weekly to maintain the $1.19 CPL.
04 / 3 Years of Consistent Lead Growth
The Numbers
$1.19
Cost Per Lead
Meta Ads
2.87%
Meta CTR
above industry avg
24.2K
Google Clicks
Oct 2021–May 2024
7.71%
Google CTR
avg. CPC $0.16
95.6%
Mobile Traffic
of Google clicks
05 / Verified platform data — Meta Ads Manager & Google Ads
Platform Screenshots
Meta Ads — Leads Dashboard
Google Ads — Performance Overview
Google Ads — Device Breakdown
Google Ads — Audience Demographics