Form fills are easy. Booked appointments are not.

Qsalary offers B2B training and recruitment services, and in lead gen the trap is always the same: it is easy to generate a pile of form fills and call it a win. The hard part is generating the right ones. Qsalary didn’t need more contacts. It needed real decision-makers who were actually ready to sit down for a conversation, not curious browsers who would never take a call.

So the job had two sides. Filter out the low-quality traffic that inflates form counts but never books, and do it while keeping cost per appointment efficient enough to scale. In practice that means turning idle social-media scrolling into genuine business consultations, without paying a fortune for the privilege.

The “Precision Targeting” funnel.

We built a funnel designed to attract the right person and then remove every step between their interest and a booked call. It came down to three moves.

• Layer the targeting to filter for buyers
  Instead of one broad audience, we stacked several. A Saudi broad-match layer for reach, a position-interest layer aimed at the exact job titles and professional roles that make decisions, and a software and system-interest layer to catch people actively hunting for a solution. Layered together, the targeting did the filtering for us, so more of the budget landed on genuine prospects.
• Test creative until the winners are obvious
  We deployed 81 unique ad variations to find what actually resonated. “New Leads Ad 1” came out on top with a 7.67% CTR, with two more creatives held in rotation as reliable secondary winners. We let the data pick the ads, not opinions.
• Route straight to a booked call
  This is where most lead-gen setups fall apart, and where ours delivered. We connected Meta lead forms to GoHighLevel, which instantly pushed each lead into a Calendly slot and kicked off automated follow-up nurturing. A prospect didn’t just submit a form and go cold. They booked a conversation while the intent was still hot.

240+ high-intent booked appointments, and cost per appointment cut by roughly two-thirds.

The account generated 240+ booked appointments and 207 conversions from 12,400 link clicks at a 1.37 SAR average CPC. The turning point was ruthless reallocation: we shifted budget off ad sets costing 120+ SAR per appointment and onto the ~40 SAR winners, which effectively doubled appointment volume at the same spend. The best campaign alone delivered 73 booked appointments at 40.04 SAR each.