Wedding planner — MarrakechCost per quote −42% and +190% requests via Meta and Instagram.
Planning a Marrakech wedding is decided as much on Instagram as in an agency. Webotic turned the wedding planner's portfolio into a quote engine, across local couples and destination weddings in French and English. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Meta Ads
- WhatsApp Business
- Meta Pixel
- Advantage+ Audiences
- Meta CAPI
The challenge · turning a portfolio into requests
The wedding planner had a rare asset: a visually remarkable portfolio of Marrakech weddings, widely admired on Instagram. But that audience converted poorly into concrete quote requests. The clientele was twofold, with very different logics: Moroccan couples looking for a trusted local provider, and European couples organizing a destination wedding remotely, in French or English, with high reassurance expectations. Without a structured acquisition setup, visibility stayed organic, dependent on referrals and seasonal peaks. The cost of obtaining a quote was not measured, requests arrived irregularly, and the high-value international share stayed underexploited for lack of targeting adapted to each market and each language.
- Strong Instagram portfolio but few concrete requests.
- Two distinct clienteles: local and destination FR/EN.
- Cost per quote unmeasured, irregular request flow.
- High-value international clientele underexploited.
The approach · Meta, portfolio and WhatsApp quotes
Webotic structured acquisition around separate Meta and Instagram campaigns for each market: local Marrakech couples on one side, destination weddings targeted in France and internationally in French and English on the other. The portfolio became the creative core, adapted into Reels and carousels showcasing the emblematic venues and décor. Each campaign drove toward a simple quote request via WhatsApp, a natural channel for conversation and reassurance, especially suited to the remote exchanges of destination weddings. A retargeting setup re-engaged portfolio visitors and people who started a conversation without finishing. Server-side measurement via the Pixel and the conversions API made tracking reliable all the way to the quote request, the basis for steering.
- Separate campaigns: local vs destination FR/EN weddings.
- Portfolio adapted into Reels and creative carousels.
- Quotes via WhatsApp, a remote reassurance channel.
- Retargeting of visitors and unfinished conversations.
The results · more quotes, at lower cost
By steering campaigns on the real data of quote requests, acquisition became markedly more efficient. Cost per quote dropped 42% versus the previous period, while qualified request volume rose 190%, a quote volume multiplied by nearly 2.4 over the eight months of engagement. Bilingual targeting lifted the destination segment: the share of international weddings in requests climbed to 50%, balancing local and foreign clientele and raising the average project value. Retargeting recovered a significant share of initially undecided portfolio visitors. The wedding planner now has a steady, steerable flow of requests, far less dependent on seasonality and referrals. (Figures to replace with final values.)
- Cost per quote −42% over the period.
- +190% qualified requests, volume 2.4×.
- International destination share raised to 50%.
- Steady request flow, less seasonal.
We had beautiful photos but few requests. Now quotes come in every week, and above all many foreign couples for weddings in Marrakech. We finally know what a quote costs and how to get more.
FREQUENTLY ASKED QUESTIONS
- Why separate local and destination campaigns?
- Because they are two markets with different expectations and languages. Local couples look for a nearby provider; destination couples book remotely and need more reassurance, in French or English. Separate campaigns let us adapt the message, language and targeting to each audience.
- Why use WhatsApp for quote requests?
- Because choosing a wedding planner is a committing decision made through conversation. WhatsApp offers a direct, reassuring exchange, ideal for answering the questions of destination weddings organized remotely, and converts better than a plain form for this kind of service.
- Is the portfolio enough to generate requests?
- A beautiful portfolio draws attention but is not enough to generate steady requests. It must be adapted into suitable ad formats (Reels, carousels), pushed to the right audiences and paired with a clear path to the quote request, with retargeting to re-engage the undecided.
- How do you measure cost per quote reliably?
- By combining the Meta Pixel and the server-side conversions API, we track every quote request back to its source. This makes attribution reliable despite the end of third-party cookies and lets us steer budgets on the true cost per quote, campaign by campaign.