1,000+ Premium Retreat Leads at ₹14.29 CPL
1,000+ premium retreat leads at ₹14.29 per lead, and 15 converted clients per retreat, for a Rishikesh-based yoga and wellness organisation selling ₹35,000 to ₹75,000 retreats.
Client Overview
Trishakti Yoga is a Rishikesh-based yoga and wellness organisation that runs retreats and wellness sessions in Rishikesh, Goa, Dharamshala, and a range of resorts. Its brand line is “The end is the beginning.”
Its retreats combine yoga, meditation and related practices over several days. Two examples:
Ekaaya
Combines Hath Yoga, breathwork and somatic work, sound healing, and art therapy.
Antaryatra: The Inner Journey
Covers somatic work, yoga, sound, voice, kirtan, sacred excursions and silence. Group size is capped at 15 to 18 people.
Retreat prices range from ₹35,000 to ₹75,000. Antaryatra, for example, starts at ₹35,000 for a 2-bed wooden cabin dorm on double occupancy and goes up to ₹75,000 for a Super Deluxe room on single occupancy.
The Challenge
Retreat marketing was familiar ground. Our team had already worked with yoga teachers, teacher training (TTC) programmes, and yoga and meditation clients, and the retreats combine the same yoga and meditation practices.
The real difficulty was the price. Each retreat runs 5 to 7 days and costs between ₹35,000 and ₹75,000. Only a narrow, premium segment of the audience can afford that, so reaching a large audience would not solve the problem. The campaign had to find the people who could actually pay.
Objective: Generate high-quality leads at a low cost per lead (CPL), and convert those leads into retreat clients.
The Strategy
The strategy focused on reaching the premium end of the market and then using testing to bring the cost per lead down.
- High-value locations only. Targeting was limited to high-value areas.
- Income and seniority targeting. The audience was defined by income level and by senior positions such as MD and CEO.
- Creative testing. Multiple creatives were tested to lower CPL and improve lead quality.
- Audience refinement. After the tests produced enough data, targeting moved to custom and lookalike audiences to improve results further.
Execution
Testing locations and creatives together
We set up four ad sets so that two locations and two creatives could be tested at the same time. Two ad sets used the same locations with different creatives. The other two ad sets targeted different locations.
Running the tests side by side meant the best-performing creative and location could be identified from the same period of data, instead of testing one variable after another.
Custom and lookalike audiences
Once the first phase had produced good data, we shifted to custom and lookalike audiences. The aim was to get better data and a lower CPL than the initial targeting could deliver.
Results
Cost per lead
Leads generated for Trishakti Yoga
Converted clients per retreat, across the retreats held
Average order value
Business Impact
The campaign delivered what the objective asked for: a large lead volume at a low CPL, from an audience selected for its ability to afford a premium retreat.
The conversion figures show the leads were commercially useful. Each retreat converted 15 clients at an average order value of ₹35,000, which represents roughly ₹5.25 lakh in bookings per retreat. For retreats with capped group sizes and prices from ₹35,000 to ₹75,000, a steady flow of qualified buyers is what keeps each edition filled.
Key Takeaways
When the product is expensive, targeting precision matters more than lead volume.
Testing two locations and two creatives in parallel gives usable answers faster than testing them one after another.
Custom and lookalike audiences work best once the campaign has collected enough data to build them from.
Conclusion
For a premium retreat priced between ₹35,000 and ₹75,000, the work was to find the right people, not the most people. By targeting high-value locations and senior, high-income audiences, testing creatives and locations together, and then moving to custom and lookalike audiences, we generated over 1,000 leads at a ₹14.29 CPL and helped Trishakti Yoga convert 15 clients for every retreat held.
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