Peace International: How We Built a Consistent Lead Generation System Using Meta Ads and WhatsApp
Peace International needed a reliable, scalable way to generate qualified enrolment enquiries. No consistent digital presence, no tracking, and no clear system for turning ad spend into enrolments. We built it from the ground up.
Peace International is an education provider offering internationally accredited programmes. They needed to increase enrolment enquiries, reduce the cost per lead, and build a repeatable system for qualifying prospects before they reached the sales team.
The Problem
When we started working with Peace International, their digital marketing was fragmented. They had run some Meta Ads but without a structured campaign architecture or conversion tracking. Ad spend was going out but there was no reliable way to attribute enrolments back to specific campaigns.
The lead qualification process was entirely manual. Every enquiry had to be fielded by the sales team regardless of intent level, burning time on prospects who were not ready to enrol. There was no system to separate high-intent leads from early-stage researchers.
- ✗No conversion tracking in place. Ad performance was unmeasurable.
- ✗No campaign structure. Single broad audiences with no testing framework.
- ✗All leads going directly to the sales team regardless of qualification stage.
- ✗High cost per lead with no clear path to improvement.
What We Built
We built a complete Meta Ads acquisition and WhatsApp qualification system from scratch.
Meta Ads Campaign Architecture
We restructured campaigns into a proper three-stage funnel: prospecting, warm retargeting, and hot retargeting. Each stage had its own creative, copy, and objective.
- Audience segmentation by intent signal and engagement level
- UGC-style creative for prospecting campaigns
- Lead form and WhatsApp click objective testing
WhatsApp Qualification System
We set up a WhatsApp-based qualification flow that scored leads before they reached the sales team. High-intent prospects were fast-tracked. Low-intent leads were nurtured via a sequence.
- Qualification script that identified programme fit and timeline
- CRM integration for lead tracking and follow-up
- Automated initial response to reduce lead response time
Conversion Tracking and Attribution
We implemented proper Meta pixel setup, conversion events, and UTM tracking so every lead could be attributed to a specific campaign, audience, and creative.
- Meta Pixel and Conversions API setup
- Custom conversion events for lead and enrolment tracking
- Weekly performance dashboard setup
Creative Testing Framework
We ran a structured creative testing programme to identify which hooks, formats, and messages resonated with Peace International’s target audience.
- Hook testing across short-form video and static formats
- Outcome-led messaging tested against credential-led messaging
- Winning creative scaled within 30 days of launch
The Results
Within 90 days of launch, Peace International had a consistent flow of qualified enrolment enquiries at a significantly lower cost per lead than before. The WhatsApp qualification system reduced the time spent by the sales team on unqualified prospects by more than 60 percent.
The campaign has continued to scale month over month. The creative testing framework means winning ads are identified quickly and scaled, while underperforming assets are cut without delay.
Most education businesses focus on awareness. Peace International needed qualification. The biggest improvement came not from more traffic but from a better system for identifying which prospects were ready to enrol and getting them to the sales team faster.