Most paid media campaigns break in the middle: the ad earns the click, the landing page asks for too much, and the lead walks away. Sending the conversation straight to WhatsApp shortens that path.

Why WhatsApp converts better

  • Less friction: one tap opens the chat — no form, no waiting on email.
  • Immediate context: a pre-filled message says where the lead came from and what they want.
  • A human reply: qualification happens in real time, with real questions.

How to build the campaign

  1. Right objective: use click-to-WhatsApp message campaigns when the deal needs a conversation; use site conversions when the product explains itself.
  2. Honest ad: the creative’s promise must match the first message the person receives.
  3. Tracking: UTM parameters on the wa.me URL and a conversion event fired when the conversation starts.
  4. Qualification script: three or four questions that separate the curious from the buyer before handing off to sales.

What to measure

Cost per conversation started, reply rate, qualification rate, and cost per qualified lead. That last number tells you whether the campaign pays for itself.

At Trafegar, we design the full funnel — from creative to chat script — so paid media becomes predictable pipeline.