The Challenge
Thailand’s leading gold business trades in precious metals. It aims to offer high-quality products, clear pricing and up-to-date technology, and its services now include trading gold priced in US dollars and buying gold online.
The business had run Facebook campaigns for years, but its audience segments had stayed the same while the people in them grew older. The segments no longer matched its newer services, which made the campaigns less efficient and kept the cost per messaging conversation (CPMES) high.
Our Approach
Primal changed how the Facebook campaigns chose their audiences. The team refined the existing audience segments so they matched the services the business offers today, then found new audience segments that fit those services closely and added them to the campaigns.
With the updated segments, the ads reached people likely to want to trade gold priced in US dollars or to buy gold online.
Outcomes Achieved
The new targeting brought more messages from people interested in the services, at a lower cost for each conversation. In 2024-09, compared with 2024-08, messaging conversations from the 2 campaigns rose 44% and the cost per messaging conversation fell 30%.
Audience segments that matched the current services made the campaigns more cost-effective, with gains in both engagement and return on investment.
In 2025 the same business also used ElevateSEO™, Primal’s search engine optimisation (SEO) solution, which is a separate service from the Facebook campaigns. From 2025-01 to 2025-12, compared with 2024, organic sessions on its website rose 21.8%, a result of the SEO work and not of the Facebook campaigns.
- 44%Increase in Messaging Conversations
- 30%Lower Cost Per Messaging Conversation (CPMES)
- 21.8%Increase in Organic Sessions From ElevateSEO™
Key Insights
- Audience segments left unchanged for years no longer matched the services the business offers today.
- Refining the existing segments and adding new audience segments showed the ads to people likely to want US dollar gold trading or online gold shopping.
- With targeting matched to the current services, messaging conversations rose 44% and the cost per messaging conversation fell 30%.
