Localized PPC Success: Driving 3,200 High-Quality Leads for Polyarome Across Indonesia
Polyarome is a leading Indonesian manufacturer of high-grade perfume oils, trusted for decades by local farmers, distillers, and perfumers for its consistent product quality and expertise in aroma extraction. While the company had established a strong reputation within niche communities, its growth model relied heavily on word-of-mouth referrals and in-person relationships. This approach limited its ability to scale in a fragmented market spread across rural villages, agricultural hubs, and urban centers.
The challenge was compounded by the nature of the perfume oil market in Indonesia. Buyers are diverse, ranging from smallholder farmers seeking reliable extraction partners to cooperatives and distilleries looking for consistent suppliers. Traditional channels were slowing growth, yet digital channels remained underutilized, leaving Polyarome without a modern system to generate a steady flow of leads. Competing for attention in a fragmented environment required more than generic campaigns, it demanded a localized, mobile-first approach that could build trust quickly while accommodating the realities of the buyer journey in both urban and rural contexts.
Breaking Barriers with Mobile-First Ads: How Polyarome Achieved a 12.98% Conversion Rate in a Fragmented Market
At the time of engagement, Polyarome’s digital funnel produced only sporadic inquiries, hindered by language barriers and the absence of localized touchpoints. Their messaging was not reaching the right prospects, and click-through rates remained low. The leadership team sought a scalable digital solution capable of reaching decision-makers in agricultural cooperatives, distilleries, and small businesses, many of whom preferred direct and instant communication channels like WhatsApp over traditional calls or emails.
The challenge, therefore, was twofold: first, to build a consistent pipeline of high-quality B2B leads with clear purchase intent, and second, to design a strategy that resonated culturally and linguistically with a Bahasa-speaking audience while remaining cost-efficient. PPC Rockers was engaged to create a mobile-first PPC framework that could connect Polyarome to buyers nationwide, cut through the noise with relevant messaging, and deliver leads at scale without compromising efficiency.
The Goals
- Generate a steady flow of high-quality B2B leads from farmers, distillers, and cooperatives.
- Address fragmented market challenges with campaigns that resonate culturally and linguistically in Bahasa Indonesia.
- Optimize spend to deliver leads with clear purchase intent, avoiding casual traffic.
- Overcome low initial click-through rates by creating highly relevant, mobile-first ad experiences.
Approach
- Conducted in-depth keyword research focused on the exact search terms used by Indonesian farmers and distillers.
- Designed Google Ads campaigns in Bahasa Indonesia, improving accessibility and cultural resonance.
- Developed localized landing pages with clear messaging on extraction processes, product purity, and ordering options tailored to farmers and cooperatives.
- Integrated WhatsApp Click-to-Message extensions in ads, enabling direct, instant communication in the preferred channel of rural buyers.
- Structured campaigns by audience segments, tailoring messaging and bidding strategies for each group.
- Utilized a mix of phrase-match and exact-match keywords to balance reach and precision.
- Implemented manual CPC bidding initially, transitioning to Target CPA bidding once top-performing keywords were identified.
- Ran A/B tests on ad headlines and descriptions, refining based on click-through and conversion data.
The Results
- Delivered 3,200 qualified leads in three months, surpassing the original target of 2,500.
- Achieved a 12.98% conversion rate, nearly 4× higher than typical B2B benchmarks in Southeast Asia.
- Maintained an exceptionally low $1.74 cost per conversion, ensuring budget efficiency.
- Increased click-through rates from 2% in month one to 4.5% by month three, reflecting stronger audience resonance.
- WhatsApp extensions drove over 60% of all submissions, confirming direct messaging as the preferred engagement channel.
- Expanded reach to regions previously untouched by Polyarome’s traditional salesforce, creating new opportunities for growth.