Digital Marketer delivering growth through SEO, Paid Ads, and Lead Generation.
I am Irshad Ebrahim, a Digital Marketing Professional with over 5+ years of experience in paid ads, SEO, and lead generation across India and the UAE. I manage full-funnel strategies across PPC, SEM, Meta Ads, Google Ads, SEO, social media, and content, driven by research and competitor analysis.
Generating 15,000+ Leads in 8 Months for Tootwo Play Equipment
Tootwo Play Equipment is a children’s park setting company based in Kannur, Kerala. The company specializes in designing and installing children’s play equipment for schools, parks, and residential communities.
The primary goal of the project was to scale the business beyond Kerala and generate consistent, high-quality leads from multiple states across India.
The Challenge
Before the campaign started, the brand faced several challenges:
- Limited lead generation.
- Lack of structured digital marketing strategy
- Low brand awareness in other states
- Need to build trust with potential clients across different regions
- Need to communicate with audiences in multiple languages
To achieve national reach, the strategy needed to build trust, create demand, and generate qualified inquiries at scale.
Strategy
Based on the business objective, I designed a full-funnel digital marketing strategy focusing on both lead generation and audience development.
The strategy focused on two parallel goals:
- Lead Generation from Kerala
Since Kerala already had brand recognition, the initial focus was on maximizing lead generation within Kerala through highly optimized performance campaigns.
- Expanding to New Markets
At the same time, we started building audience awareness in five additional states, including regions across South India and Maharashtra, using multilingual video content and targeted campaigns.
The strategy focused heavily on video-first marketing, localized communication, and structured performance campaigns.
Content Strategy
To build trust and improve engagement, I have developed a strong content ecosystem before scaling ad campaigns.
The content focused on showcasing real projects, expertise, and customer satisfaction.
Types of content created:
- Project tour videos
- Installation process videos
- Completed project showcases
- Client testimonial videos
- Educational videos about park equipment
- Brand storytelling content
This approach helped the brand appear more authentic, trustworthy, and experienced to potential customers.
Campaign Execution
Once the content foundation was built, the next step was launching performance-driven advertising campaigns.
Multilingual Video Campaigns
Produced 30+ promotional video ads tailored for different regions and different sctors like schools, resorts, parks,etc.
Languages used: English, Hindi and Other Regional languages for South India(Tamil, Telugu, Kannada, Malayalam)
This allowed the brand to connect with local audiences more effectively.
Campaign Structure
The advertising strategy included:
- Multiple campaign structures for testing
- Different audience segments
- Location-based targeting
- Creative testing
- A/B testing for performance optimization
- Retargeting funnels for warm audiences
To scale results, campaigns were launched and optimized across multiple ad accounts, allowing broader testing and faster performance learning.
Optimization Approach
Campaign performance was continuously improved using:
- Audience segmentation testing
- Creative testing (different videos and messaging)
- Location-based targeting optimization
- Funnel-based retargeting strategies
- Budget reallocation based on top-performing campaigns
Through continuous testing and optimization, the campaigns were refined to deliver consistent lead generation at controlled costs.
Results
Within 8 months, the campaign produced significant results.
Key Outcomes
15,000+ qualified leads generated
Leads generated across 6 states in India
Average cost per lead: ₹65
Consistent lead flow of 500+ leads per week during peak campaigns
The campaign successfully helped the company expand its reach beyond Kerala and generate large-scale business inquiries from multiple regions across India. Now Tootwo Play Equipment is the No 1 Play equipment setting company South india.
Key Impact
This strategy helped Tootwo Play Equipment:
- Expand market presence beyond Kerala
- Build brand trust through authentic video content
- Establish a scalable digital lead generation system
- Reach new audiences across multiple states
- Generate consistent high-quality inquiries
- Tootwo became the no.1 play equipment setting company In south India