184% increase in Conversion Rate and 38% decrease in CPL (Google & Meta)

• Core Problem: Despite being Pune’s leading adventure & water park with a dedicated corporate offering, Diamond Parks was struggling to attract B2B enquiries from organisations, schools, and corporate event planners through digital paid channels.
• Audience Mismatch: Existing paid media campaigns on Google and Meta were broadly targeted, reaching a predominantly consumer (B2C) audience- not the HR managers, school administrators, event coordinators, or office group bookers who were the actual decision-makers for corporate outings.
• Broken Conversion Journey: Even when the right audience landed on the page, the corporate landing page failed to convert - the lead form was buried, the intro scroll did not speak to business visitors, key information (group pricing, customisable packages, capacity) was absent, and the page did not inspire confidence or urgency.
• Poor ROI on Ad Spend: The combined result was a high Cost Per Lead (CPL of ₹2,382 across platforms), low lead volumes, and a conversion rate of just 0.50% - meaning the business was spending significantly but converting very little of that traffic into actual corporate enquiries.

Audience Definition:

• Audience Audit: Conducted a full audit of all existing campaign audience segments on both Google and Meta to identify which cohorts were driving genuine enquiries vs. consuming budget with no return.
• B2B Segment Creation: Built dedicated high-intent B2B segments targeting HR managers, school admins, event coordinators & office managers by company size and job function
• Google Keyword Strategy: Restructured keyword targeting on Google to focus exclusively on B2B-intent search terms (corporate team outings, office picnic venues, school trip packages Pune, etc.) while adding negative keywords to block irrelevant consumer traffic
• Meta Layered Targeting: On Meta, layered interest categories, employer size filters, and behavioural signals to isolate B2B audiences; excluded B2C segments to prevent budget leakage

Conversion Rate Optimization

• Diagnosis: Analysed the existing corporate landing page through a conversion lens — identifying friction points: poor first-scroll experience, buried lead form, lack of trust signals, and absence of B2B-specific messaging.
• Lead Form Repositioning: Moved the enquiry form above the fold and simplified it to reduce drop-off: making it the first action a visitor could take, dramatically reducing steps between intent and conversion
• B2B Content Addition: Populated the page with information corporate decision-makers need: group capacity, customisable packages, catering options, activity breakdowns, and pricing context to reduce back-and-forth and encourage direct enquiry
• Trust & Mobile Optimisation: Added social proof (awards, testimonials, brand logos) to build B2B credibility; ensured full mobile optimisation for HR and admin decision-makers accessing the page on the go.