Seymur Bakirov

Meta Ads & Lead Generation — ICEBERG AQUA

Meta Ads & Lead Generation

Generating customer enquiries through paid social campaigns.

ICEBERG AQUA · Digital Marketing · Meta Ads · Lead Generation

I managed Meta advertising campaigns for ICEBERG AQUA, promoting household water filtration products and industrial water treatment solutions. The primary objective was to generate customer enquiries through WhatsApp and Instagram.

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Project Overview

ICEBERG AQUA operates in the water treatment market, offering solutions for both household and industrial customers.

My work focused on managing paid social campaigns, promoting different product categories and generating enquiries from potential customers through Meta platforms.

Industry: Water Treatment

Channel: Facebook & Instagram

Campaign Objective: Messaging / Customer Enquiries

My Role: Digital Marketing

The Challenge

Household and industrial customers have different needs, purchasing considerations and expectations when looking for water treatment solutions.

A single advertising approach would not address these differences effectively.

The focus was therefore on structuring campaigns around the products being promoted and reaching relevant audiences with appropriate advertising messages.

Campaign Strategy

I organised advertising activities around two main product categories:

01. Household Water Filtration

Campaigns promoting water filtration products for residential customers.

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The campaigns focused on communicating product benefits, available offers and reasons for choosing the company’s filtration solutions.

02. Industrial Water Treatment

Campaigns targeting businesses interested in industrial water treatment and filtration systems.

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The communication was adapted to industrial products and business-oriented customer needs.

Campaign Management & Optimisation

My responsibilities included managing campaigns and working on different elements of the advertising process.

  • Campaign setup and management in Meta Ads Manager.
  • Separating campaigns based on product categories.
  • Audience selection and targeting.
  • Preparing and testing advertising creatives and messages.
  • Monitoring campaign performance.
  • Adjusting campaigns based on performance and enquiry costs.

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[IMAGE 4 — Add a screenshot showing selected ad creatives or audience settings.]

Campaign Performance

Campaign performance was monitored using Meta Ads Manager, with particular attention to the cost and volume of generated messaging enquiries.

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Key metrics monitored:

  • Advertising spend
  • Reach and impressions
  • Link CTR
  • Messaging conversations
  • Cost per messaging conversation

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Beyond Meta’s Reported Results

An important part of lead generation was understanding what happened after someone clicked an advertisement and initiated contact.

Meta’s reported messaging results did not always reflect the number of meaningful customer enquiries or actual sales opportunities.

To get a more realistic picture, I also considered incoming enquiries through WhatsApp, Instagram and phone calls, distinguishing between advertising activity and actual customer interest.

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Key Takeaways

Managing campaigns across household and industrial product categories demonstrated the importance of adapting advertising communication to different customer segments.

It also highlighted a practical distinction in lead generation: generating a message is only the first step. Understanding the quality and outcome of that enquiry is equally important.

Tools & Platforms: Meta Ads Manager · Facebook · Instagram · WhatsApp

My Contribution: Campaign Management · Audience Targeting · Creative Testing · Performance Monitoring · Lead Tracking