A Sky Designers performance case study — Lanka Business Corporation Awards Campaign, 1 July to 3 September 2026
Across 65 days, LKR 354,745 in Meta ad spend produced 86 confirmed paid Award bookings worth LKR 10,750,000 — a 30.3x return on media spend, or 25.6x including the agency fee.
But the headline number isn't the useful part. One ad set out of five produced 87% of every conversation the campaign generated.
The Numbers
| Metric | Result |
|---|---|
| Meta spend | LKR 354,745 |
| WhatsApp conversations | ~1,870 |
| Confirmed paid bookings | 86 |
| Revenue | LKR 10,750,000 |
| ROAS (media only) | 30.3x |
| Cost per conversation | LKR 190 |
| Cost per booking (incl. fee) | LKR 4,881 |
At an average booking value of LKR 125,000, total acquisition cost came to 3.9% of the sale price.
One Ad Set Carried the Account
Five ad sets ran over the period. One of them took 66% of the budget and returned 87% of all conversations, delivering them at LKR 143 each — three to six times cheaper than every other ad set in the account.
The gap at the other end was just as stark. One under-performing ad set consumed nearly 18% of the total budget and returned conversations at LKR 872 apiece — six times the cost of the winner. That same money, placed behind the leading ad set, would have bought roughly 440 conversations instead of 72.
Concentration Beats Spread
Instinct says diversify — run several ad sets, hedge your bets. The data says otherwise. This account performed best where budget was consolidated behind a single proven winner.
The nuance matters: concentration is correct after you've found the winner, not before. Testing is how you find the LKR 143 ad set. But continuing to fund the LKR 872 alternatives out of a sense of balance isn't diversification — it's paying more for the same outcome.
Test small, identify fast, then consolidate hard.
Where the Money Is Still Sitting
Only 4.6% of conversations became confirmed bookings — 86 out of roughly 1,870.
Advertising delivered nearly 1,900 people who actively asked about an Award, at LKR 190 each. What happened in those chats decided whether each one became LKR 125,000 or nothing.
At a 30x return, more budget is not the cheapest growth available. The chat stage is.
The Takeaway
Most accounts don't underperform because the creative is bad. They underperform because budget stays spread across ad sets of wildly different efficiency, and the averages hide it.
Break the account down to cost per result per ad set, and the decision usually makes itself.
Sky Designers is a Colombo-based digital marketing agency specialising in performance advertising across Meta, TikTok, and Google. Want to know which of your ad sets is actually carrying the account? Get in touch.