Cast Study

Lead Generation Campaign for

Marketplace Partner Program

Case Study

Client: Dialog Enterprise — Marketplace Partner Program

Service: Lead Generation Campaign (Meta Ads)

Campaign Goal: Recruit qualified businesses as Marketplace Partners

The Challenge

Dialog Enterprise is Sri Lanka's premier corporate ICT solutions provider — and their Marketplace Partner Program represented one of their most ambitious SME outreach initiatives. The program was built to recruit Sri Lankan businesses into Dialog's enterprise digital marketplace, giving them the tools, technology, and platform to grow smarter and compete in an increasingly digital economy.

But recruiting businesses into a new program — especially one requiring them to understand and commit to a digital platform — is significantly harder than selling a product. This wasn't a simple purchase decision. It was a behavior change. Adsministor needed to make an unfamiliar opportunity feel accessible, credible, and worth acting on — and do it at scale, in Sinhala, across a diverse audience of Sri Lankan business owners.

What We Did

We built a full lead generation and awareness campaign targeting Sri Lankan SME owners and entrepreneurs through paid ads and social media — entirely in Sinhala to ensure the message landed naturally with the target audience rather than feeling corporate and distant.

The creative strategy was built around three core emotional triggers that move a Sri Lankan business owner from awareness to action:

Aspiration — showing business owners a vision of where their business could go with the right digital tools behind it. The campaign leaned into the "success" narrative — imagery of growth, achievement, and moving forward — because aspiration is the first step to recruitment.

Relatability — the ads were written and designed to feel like they were speaking directly to the everyday Sri Lankan entrepreneur, not a boardroom executive. Language, tone, and visuals were all calibrated for accessibility and warmth.

Clarity — joining a marketplace partner program can feel complicated. The creative simplified the value proposition down to its most compelling core: this is a smart upgrade for your business, and Dialog makes it easy.

Each ad creative served a specific role in the recruitment funnel — from introducing the program and building awareness, to addressing hesitation, to driving the final conversion action.

The Numbers

The results speak for themselves:

🎯 250+ — Qualified business recruitments into the Marketplace Partner Program

👁️ 2.5M+ — Total impressions generated

💬 1M+ — Engagements across ads and posts

The ROI Breakdown

Recruiting 250+ qualified business partners for Dialog's enterprise marketplace through a targeted paid campaign — generating over 2.5 million impressions and 1 million engagements in the process — represents an exceptional outcome for a program recruitment campaign of this nature.

The engagement rate relative to impressions (1M+ engagements from 2.5M+ impressions) is particularly significant. A 40% engagement rate on a recruitment campaign targeting business owners — one of the hardest demographics to engage with paid content — reflects creative that genuinely resonated. These weren't passive viewers. They were business owners actively responding to a message that spoke their language, literally and figuratively.

What Made It Work

Sinhala-first creative strategy

Running the campaign entirely in Sinhala was one of the most important decisions made. Sri Lankan SME owners — particularly outside Colombo — respond significantly better to communication in their native language. It removed the corporate distance that English-language campaigns often create, making Dialog's marketplace opportunity feel accessible to every business owner across the island, not just those in urban centers.

Aspiration-led messaging

Each ad creative was built around a specific moment of business aspiration — wanting to grow, wanting to compete smarter, wanting to upgrade. By leading with where the business owner wants to go rather than what the program is, the campaign created emotional pull before it asked for any action.

Funnel-aware creative

Different ads served different stages of the awareness-to-recruitment journey. Awareness creatives built the initial impression at scale. Mid-funnel ads addressed the "is this right for me?" question. Conversion ads gave business owners a clear, simple next step. That funnel discipline is what turns 2.5M impressions into 250+ qualified partner recruitments rather than just vanity metrics.

Scale with quality

250+ qualified recruitments means 250+ businesses that were assessed, engaged, and confirmed as genuine marketplace partners — not unverified form fills. Generating qualified outcomes at this volume from a single campaign reflects both precise targeting and creative that attracted the right audience rather than simply the largest one.

The Result

250 qualified business partners recruited into Dialog Enterprise's Marketplace program. 2.5 million Sri Lankans reached. 1 million engagements generated. A campaign that didn't just deliver numbers — it delivered the right people, at scale, in their own language, for one of Sri Lanka's most trusted enterprise brands.

This is what happens when recruitment marketing is built around the audience first and the program second.

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