The brief
Al-Rehman Contracting is a contracting company operating in Bahrain. They wanted enquiries from people with a job to quote for, and a WhatsApp chat is the shortest route from an ad to a quote, so every campaign was built to start a conversation rather than collect a form.
What I did
Made the conversation the result. All five campaigns were optimised for messaging conversations, so Meta was judged on the thing the business actually wanted: someone opening a chat about a job.
Moved off engagement. The account had started with an engagement campaign, which produced conversations at $7.04 each. I replaced it with lead campaigns aimed at starting conversations directly.
Kept the campaigns fresh. New campaigns went out in December 2024 and twice in February 2025, so the creative and offer stayed current rather than one campaign running until it tired.
Results
Across the five campaigns the account started 191 WhatsApp conversations:
| Campaign | Conversations | Cost per conversation |
|---|---|---|
| New leads campaign | 113 | $5.09 |
| Leads, 7 February | 50 | $3.23 |
| Leads, 10 December 2024 | 13 | $4.26 |
| Sales, 11 February | 9 | $4.69 |
| Engagement, 27 August | 6 | $7.04 |
The February leads campaign was the cheapest at $3.23 a conversation, 54% below the engagement campaign the account started with and 24% below the December campaign.
The cost per conversation is only half of it. Because every chat opened with the pre-filled detail of the job, the leads that came through were high quality: people with a real site, a budget and a timeframe, and the client reported a high closing ratio on them. For a contractor, a smaller number of conversations that turn into contracts is worth far more than a cheap flood of enquiries.
In short
Built around WhatsApp from the start, and moved from engagement to lead objectives, the account brought in 191 conversations for a Bahrain contractor at as little as $3.23 each, with a high share of them closing into work.