One budget, one job: get people from a scroll to a WhatsApp order
Every rupee in this plan buys one thing — a Click-to-WhatsApp message. Nothing is spent on link clicks, page likes, or reach for its own sake. The 10 organic posts build trust in the feed; the 6 ads and 6 reels spend the budget; WhatsApp is where Subhaka Ceylon actually sells.
The funnel is four steps long
This is not an awareness campaign with a "shop now" link. It is a Click-to-WhatsApp campaign — Meta's objective built specifically to open a chat, not a webpage. That single choice is what makes a small budget viable: no website, no cart, no checkout drop-off.
Sees the ad
A static ad or reel in feed/Stories/Reels, in their language, built around one product and one benefit.
Taps "Send Message"
WhatsApp opens with a pre-filled greeting already written for that exact ad — no typing required from them.
Chats with you
Your saved replies answer price, ingredients and delivery in under a minute. This is the sales script in section 11.
Orders & pays
Order confirmed, COD or bank transfer, dispatched — then followed up for a review that feeds next month's organic posts.
Set this up once, correctly, before spending a single rupee
Most wasted ad spend on small budgets comes from wrong campaign objective, not bad creative. Follow this order exactly in Meta Business Suite / Ads Manager.
- Link WhatsApp Business to the Facebook Page.
In Meta Business Suite → Settings → WhatsApp Accounts, connect the Subhaka Ceylon WhatsApp Business number to the Page the ads will run from. This is a one-time setup and cannot be skipped — without it, "Click to WhatsApp" doesn't exist as an ad option.
- Build the WhatsApp Business profile properly.
Add a greeting message, an away message, and quick replies for price / ingredients / delivery. Upload the 3 teas into the WhatsApp Catalog with photo, name and price — this becomes your instant price list inside the chat.
- Create one campaign, objective "Leads."
Conversion location: WhatsApp. Do not use "Traffic" or "Engagement" — they optimise for clicks and likes, not conversations, and quietly waste 30–40% of a small budget.
- Keep Campaign Budget Optimisation off in month one.
Set budgets manually at the ad set level (see the weekly table below). With only ~LKR 1,000/day, CBO tends to dump the whole daily budget onto one ad set within hours and starve the rest — manual control matters more than automation at this spend.
- Use Advantage+ placements.
Let Meta serve across Facebook Feed, Instagram Feed, Reels and Stories automatically. Restricting placements at this budget only raises your cost per conversation.
- Attach a different pre-filled WhatsApp message to every ad.
Each of the 6 static ads and 6 reels gets its own opening message, in the language and about the product shown in that specific creative — set under Ad → Message template. Samples are in section 10.
LKR 30,000, spent in four deliberate phases
Rather than spreading the budget evenly and hoping, the month is split into a test week, two scale weeks, and a close-out week that pushes a limited-time offer to anyone who has already engaged.
One ad set, broad Sri Lanka audience, all 6 static ads running together (~LKR 1,000/day) to find the 2–3 cheapest-per-conversation ads.
- Objective: Leads → WhatsApp
- No reels yet — isolate the static ad data
- Daily check: cost per message, by ad
Pause the 3 weakest static ads. Shift their budget to the winners and introduce 2 reels for the best-performing product (~LKR 1,070/day).
- Reels usually drop cost-per-message 20–35%
- Watch for rising frequency (cap ~2.5)
Main ad set continues (~LKR 950/day) + a second, small ad set (~LKR 250/day) retargeting people who watched a reel or opened WhatsApp but never ordered.
- Retargeting audience: video viewers 75%+, page engagers, 14-day window
- Add remaining 4 reels here
Refresh the 2 winning creatives with a simple bundle offer ("2 boxes for the price of 1.5") to convert warm leads before month-end (~LKR 1,070/day).
- Retire ads with frequency > 3
- Bank the winning combo for month two
| Week | Focus | Spend | ≈ Daily | Running total |
|---|---|---|---|---|
| 1 | Test all 6 static ads | LKR 7,000 | ~1,000 | 7,000 |
| 2 | Cut losers, scale winners, add 2 reels | LKR 7,500 | ~1,070 | 14,500 |
| 3 | Scale + retargeting ad set, add 4 reels | LKR 8,000 | ~1,140 | 22,500 |
| 4 | Bundle offer on best 2 creatives | LKR 7,500 | ~1,070 | 30,000 |
| Total | LKR 30,000 | ~1,000 | — | |
One audience, three languages layered on top
Don't split the budget into three separate ad sets by language — at LKR 1,000/day that fragments delivery and each ad set leaves the learning phase too slowly. Instead, run one broad ad set and let each ad's own language and wording do the targeting.
| Setting | Choice | Why |
|---|---|---|
| Locations | Sri Lanka — Advantage+ audience, core locations Colombo, Gampaha, Kandy, Galle, Kurunegala, Jaffna, Batticaloa | Covers Sinhala, Tamil and English-speaking areas without three separate ad sets |
| Age | 24–55 | Wellness and weight-management teas convert best with an adult, income-earning audience |
| Gender | Both, no exclusion | Fat Burner and Relief have real male interest; excluding men only shrinks reach and raises cost |
| Interest signals | Ayurveda, herbal tea, natural wellness, healthy eating, weight management, Sri Lankan wellness brands | Used as Advantage+ signals, not hard limits — Meta's system will expand from these |
| Language layer | Sinhala creative shown broadly; Tamil creative weighted toward Jaffna, Batticaloa, Trincomalee, hill-country estate areas; English creative weighted toward Colombo, Negombo, expat/diaspora-follower audiences | Meta's delivery system naturally shows the right-language ad to the right-language user once all three are in the same ad set |
| Placements | Advantage+ (automatic) | Manual placement selection almost always raises cost-per-result below LKR 2,000/day |
Meta's Personal Health ad policy applies directly to Slim Leaf and Fat Burner. Avoid implying a personal attribute ("Are you overweight?"), avoid before/after body imagery, avoid guarantees ("burns fat fast", "lose 5kg in a week"). Keep language aspirational and product-led — ingredients, ritual, heritage, how it fits a daily routine — not a medical claim. This isn't just brand tone: ads that cross this line get disapproved and can restrict the whole ad account.
Give each tea one clear job in the campaign
All three share the same 100% herbal, Ayurvedic-heritage identity — the difference is the specific outcome each ad should promise.
Slim Leaf Herbal Tea
Amla, black pepper, cinnamon, aralu and ranawara flower — a daily ritual tea for weight management.
Daily Wellness Relief
The everyday Ayurvedic blend — general wellness, digestion and daily balance.
Daily Wellness Fat Burner
Ginger, lemon, mint and tea leaf — a brighter, more energetic profile than the other two.
Map every ad to one product, one hook, one language
Two ads per product: one leads with the problem/benefit, one leads with ingredients and trust. Spread across all three languages so no single language segment is left out.
| # | Product | Hook | Primary language | WhatsApp opener theme |
|---|---|---|---|---|
| 1 | Slim Leaf | Benefit-first — "one cup, one habit swapped" | Sinhala | Ask about the daily routine fit |
| 2 | Slim Leaf | Ingredients & trust — amla, cinnamon, aralu close-up | Tamil | Ask what's inside / how natural |
| 3 | Daily Wellness Relief | Heritage & simplicity — "the tea your grandmother would recognise" | Sinhala | Ask about price & first order |
| 4 | Daily Wellness Relief | Ingredients & trust — Ayurvedic blend explained | English | Ask for full ingredient list |
| 5 | Fat Burner | Benefit-first — morning energy & routine | Sinhala | Ask how/when to drink it |
| 6 | Fat Burner | Ingredients & trust — ginger, lemon, mint visual | English | Ask about price & delivery |
Reels do what a static image can't: show the ritual
Reels are introduced in Week 2–3 once the static ads have identified which product resonates — pointing video budget at a proven angle instead of guessing cold.
| # | Product | Concept | Language | Length |
|---|---|---|---|---|
| 1 | Slim Leaf | "How I brew it" — 15-second brewing demo, steam, pour, first sip | Sinhala | 15s |
| 2 | Slim Leaf | Customer-style testimonial read, subtitled | Tamil | 20s |
| 3 | Fat Burner | Morning routine — ginger and lemon prep to first cup, trending audio | English | 15s |
| 4 | Fat Burner | Ingredient macro shots with on-screen benefit captions | Sinhala | 12s |
| 5 | Daily Wellness Relief | Brand/heritage story — why "Subhaka" and the Ayurvedic roots | English | 25s |
| 6 | Daily Wellness Relief | "3 signs your day needs this tea" — fast list format, dual subtitles | Sinhala Tamil | 18s |
Organic builds the trust that makes the ad convert
These posts don't carry ad spend — they sit on the Page and Instagram feed so that anyone who clicks through from an ad (or simply searches the brand name before buying) finds a page that already looks credible. Post roughly 2–3 per week across the month.
| # | Post | Purpose |
|---|---|---|
| 1 | Brand heritage carousel — the Subhaka Ceylon story and "Premium Ayurvedic Heritage" | Establish credibility before any ad runs |
| 2 | "Meet the range" — all 3 teas side by side, one line each | Orientation post for new followers |
| 3 | Ingredient spotlight carousel — amla, cinnamon, black pepper, ranawara | Answers "what's actually in it" for free |
| 4 | How-to-brew post — steps + steep time + best time of day | Removes a common WhatsApp question before it's asked |
| 5 | Customer review graphic (real message/quote, with permission) | Social proof — reused as ad creative later |
| 6 | Behind-the-scenes — packing/production shot | Shows this is a real, operating brand, not a drop-shipper |
| 7 | Ayurvedic wellness tip of the week (short, standalone value) | Keeps the Page useful, not only promotional |
| 8 | UGC repost — a customer's own photo with the tea | Costs nothing, builds trust fastest |
| 9 | FAQ post — delivery areas, payment methods, how to order on WhatsApp | Pre-answers logistics objections |
| 10 | Bundle/offer announcement (ties to Week 4 ad push) | Organic echo of the paid month-end offer |
What the ad says, and what the chat opens with
Keep primary text short — one line of benefit, one line of trust, one clear reason to message now. The WhatsApp opener must match the exact ad it's attached to, so your reply can skip straight to "which one would you like" instead of "which tea are you asking about."
Primary text: දිනපතා එක කෝප්පයක් — Subhaka Ceylon Slim Leaf තේ එක ඔබේ දවසේ පුරුද්දට එකතු කරගන්න. 100% ස්වභාවික ඖෂධීය පැළෑටි.
Primary text: நெல்லிக்காய், இலவங்கப்பட்டை, மிளகு — முழுக்க இயற்கை மூலிகைகள். Subhaka Ceylon Slim Leaf தேநீர்.
Primary text: Ginger, lemon and mint, brewed the Ayurvedic way. Subhaka Ceylon Daily Wellness Fat Burner — a better start to the morning.
Primary text: ආයුර්වේද උරුමයෙන් සකසන ලද දිනපතා සුවතා තේ එක. Subhaka Ceylon Daily Wellness Relief.
How the chat should actually run
The ad's only job was to open this conversation. From here, speed and a clear, repeatable script close the sale — most buyers decide within the first three replies.
WhatsApp Business greeting message fires automatically the moment they message — even outside working hours — confirming the brand received it and will reply shortly.
Send the catalog link or a photo + price for the exact product they asked about. Never make them wait for a price — this is the single biggest reason warm leads go cold.
"Is this safe / any side effects?" → point to the 100% natural herb list, no medical claims. "How is this different from normal tea?" → the Ayurvedic blend and daily-ritual framing from section 6.
Product, quantity, delivery address, payment method (Cash on Delivery or bank transfer). Keep this to one message, not a back-and-forth.
"Most customers add a Daily Wellness Relief box for LKR [bundle price] — would you like to add one?" Ask once, accept the answer, move on.
Send courier/tracking details as soon as the order ships — this single message prevents most "did my order go out?" follow-ups.
A short "how's the tea working out for you?" message — replies become next month's organic testimonial posts and UGC.
A 12-tea-bag box lasts roughly 2–3 weeks at one cup a day — message just before it runs out, not after.
Ads, reels and organic posts, on one timeline
| Week | Paid (Meta) | Organic posts | Reels released |
|---|---|---|---|
| 1 · Days 1–7 | Launch ad set — 6 static ads, LKR 7,000 | Posts 1, 2, 3 (heritage, range, ingredients) | — |
| 2 · Days 8–14 | Pause 3 weakest ads, scale winners, LKR 7,500 | Posts 4, 5 (brew guide, review graphic) | Reels 1–2 |
| 3 · Days 15–21 | Add retargeting ad set, LKR 8,000 | Posts 6, 7, 8 (behind the scenes, tip, UGC) | Reels 3–6 |
| 4 · Days 22–30 | Bundle offer on top 2 creatives, LKR 7,500 | Posts 9, 10 (FAQ, bundle offer) | Recut top reel with offer overlay |
What "working" looks like
These are planning estimates to calibrate against, not guarantees — actual cost per conversation depends on final creative and current Meta auction rates. Treat Week 1 as the real baseline and adjust weeks 2–4 targets from what it shows.
| Metric | Target range | Why this range |
|---|---|---|
| Cost per WhatsApp conversation | LKR 100 – 250 | Typical Click-to-WhatsApp range for Sri Lanka wellness/FMCG at this spend level |
| Conversations generated | ~150 – 250 / month | LKR 30,000 ÷ estimated cost per conversation |
| Conversation → order rate | 20 – 30% | Achievable with a sub-15-minute reply time and the script in section 11 |
| Estimated orders | ~35 – 60 / month | Applying the close rate to expected conversation volume |
| Ad frequency ceiling | ≤ 2.5 – 3.0 | Above this, the same people are seeing the ad repeatedly — refresh creative |
Every Monday: cost per conversation by ad, top 2 and bottom 2 performers, conversations vs. confirmed orders, and the following week's budget/creative decision. Month-end: full spend reconciliation against this LKR 30,000 plan plus a recommendation for month two's budget split.