Lead Generation for GS Caltex India  through Performance Marketing Campaign

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About the Brand 

GS Caltex India is a leading provider of premium lubricants targeting retail and industrial distributors across India.

Target Audience

Distributors (Retail & Industrial), Male & Female, Age 30-60, Mid & High Income, Pan India.

Campaign Goals

Generate high-quality leads for GS Caltex India distributors.

Maintain a consistent cost-per-lead (CPL) over a 2-year campaign.


Maintaining a steady flow of qualified leads at an efficient cost-per-lead (CPL) for 2 years.


The Media Ant developed a comprehensive performance marketing campaign leveraging a multi-platform approach.

Platforms: Meta (Facebook & Instagram), Google Search, Google Display Network, LinkedIn.

Campaign Strategies

Audience Targeting: Implemented A/B testing to identify the most effective audience segments. This included demographics, interests, firmographics (company size, industry), and website behavior.

Creative Optimization: A/B testing was conducted on ad creatives (banners, videos, ad copy) to determine the most engaging formats and messaging that resonated with the target audience.

Location Targeting: Location optimization ensured ads reached potential distributors in relevant areas across India.

Third-Party Audience Integration: Third-party audience data was leveraged to reach high-intent users who were actively researching lubricants or industrial supplies.

Placement & Platform Optimization: Continuously monitored campaign performance across platforms and placements, allocating budget to the most effective channels and ad positions.


Monthly Average Leads: Achieved a consistent 1,000+ monthly leads throughout the 2-year campaign.

Qualified Leads: Maintained a 25% qualification rate, resulting in an average of 254 qualified leads per month.

Return on Ad Spend (ROAS): Delivered an impressive 3.7 ROAS, exceeding client expectations.


The Media Ant’s data-driven performance marketing campaign successfully generated a consistent flow of high-quality leads for GS Caltex India distributors over a 2-year period. By implementing A/B testing, audience segmentation, and platform optimization, the campaign maintained a steady CPL and delivered a significant return on ad spend (ROAS). This case study demonstrates the effectiveness of a well-executed performance marketing strategy in driving B2B lead generation.

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Megha Singh

I am a mosaic of every person, thing, or substance I have loved even for a heartbeat. I love this world in all those grey areas where it's not just black and white. Every day I learn and unlearn things to become a better and beautiful version of myself so that one day I can proudly say ' You made it girl'

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