Case Study
Strive
How We Helped Strive Build a High-Intent Lead Engine in a Category Where Trust is the Only Currency
Strive was an early-stage crypto investing platform targeting HNIs and professionals in India. The product was built to offer simplified and curated exposure to crypto assets — without relying on trading or speculation mechanics. Given the high-noise, low-trust nature of the category on Meta, the challenge wasn’t reach — it was attracting qualified leads who were open to advisor-led crypto onboarding.
Key Business Challenge
Build a Meta ads engine that could generate investment-ready leads — not discount-seekers, airdrop hunters, or traders — in a highly sensitive and volatile category.
Before Scaling We Conducted
A Detailed Diagnostic Exercise
High Volume, Low Quality Leads
Meta’s broad targeting made it easy to get clicks, but most were from low-trust profiles and non-serious users.
Misaligned Ad Messaging
Common crypto ad themes focused on hype, FOMO, or price — which clashed with Strive’s trust-first, advisory-led positioning.
Generic Landing Experience
Early versions of the funnel lacked clarity on what users were signing up for — increasing bounce and lowering demo readiness.
Not Just Lead Gen
A Trust-Qualified Performance Funnel on Meta
Post-Click Pre-Sell Layer
LPs were updated to clearly position the product as a long-term, curated crypto advisory — improving lead-to-demo quality substantially.
Narrative Shift in Creatives
Replaced hype with intelligence: “Why India’s smartest professionals are adding crypto to their portfolio” → focused on wealth allocation, not speculation.
#ROI
Strategic Framework
We repositioned the entire Meta performance strategy to attract educated curiosity, not trading noise.
Audience Layering
Focused on salaried professionals and HNIs in metro cities with interest in personal finance, tech, and new asset classes — while actively excluding crypto traders and airdrop engagement profiles.
Mid-Funnel Friction (By Design)
Used softer CTAs (“Learn how”, “Get a curated plan”) instead of “Sign up now” — intentionally filtering out shallow clickers.
We turned Meta — usually a chaotic space for crypto ads — into a qualified lead engine by combining friction, clarity, and intelligence. Ad creatives didn’t chase low CPLs. Instead, they worked as intent filters. The funnel rewarded patience, not hype.
Within 90 Days of Launch
Here Were Our Results
The single best-performing creative? A carousel ad explaining “How ₹10,000 can be allocated across curated tokens” — framed as a planning exercise, not a get-rich promise. It delivered 4.2x more qualified leads than any other variant.
Our Learnings
We Don’t Just Do Meta Ads
We Use Paid Media to Build Belief in Sensitive Categories.
In crypto, CPL is misleading — pre-qualified curiosity matters more.
Meta ads must act like filters, not magnets.
Creative tone decides lead quality before the user even clicks.
When the product is unfamiliar, clarity > urgency. Every time.
For us, performance isn’t about reach — it’s about creating investor readiness before sales ever calls.