Who is Brownie Auto?

Brownie Auto is a premium door-to-door car detailing service based in Kochi, Kerala. Instead of asking car owners to drive to a service centre, they send professional detailing teams directly to the customer's home, delivering showroom-quality results at their doorstep.

Services range from a basic exterior wash at $13 to a Full Revive package at $44, with monthly subscription plans starting at ₹7,999 / $88 per vehicle. Their customer is the modern Kochi car owner who values both their vehicle and their time.

Problem Faced

Brownie Auto had a differentiated service but the challenge was converting their existing audience into actual customers.

We already managed Brownie Auto's social media content, and had built them a strong organic presence with followers and engagement from across the state — including their first video crossing 250k views organically. But that's a story for another day ;)

The core problem was geography. This is a hyper-local business operating exclusively in Kochi, and a state-wide following doesn't book a doorstep detailing service. The reach was there. The brand recognition was growing. But the audience seeing the content wasn't the audience that could actually become a customer. Organic alone couldn't solve a geography problem.

We needed to put the right message in front of the right people - specifically premium car owners in Kochi - with precision that organic content simply can't deliver. On top of that, the concept of door-to-door detailing was still unfamiliar to most Kochi car owners, so awareness had to be built locally before anyone would consider booking.

The total paid budget was $110, leaving zero room for guesswork. And since all conversions happen over WhatsApp rather than a website, the entire strategy had to be built around a messaging-first approach.

The goal was clear: Stop broadcasting to the country, and start converting Kochi.

Our Approach & Structure

We ran two campaigns over 16 days, structured around a full TOFU–MOFU–BOFU funnel. Every rupee had a role.

TOFU (Build Awareness) - Reach-optimised ads introduced Brownie Auto to cold audiences. A tyre cleaning video and a founder-led brand awareness ad targeted car enthusiasts and luxury vehicle owners across Kochi. The goal wasn't conversion — it was familiarity.

MOFU (Build Consideration) - Warm audiences were retargeted with proof. Before-and-after creatives showed visible results. Doorstep convenience was highlighted. Feature-focused ads broke down exactly what each package includes. Objective: start messaging conversations.

BOFU (Drive Bookings) - High-intent audiences saw direct offer ads — clear pricing, scarcity, and one call to action: open WhatsApp and book. No friction. No extra steps. This stage delivered the lowest cost per lead in the entire campaign.

MESSAGING FUNNEL (Instagram + WhatsApp Automation) - Since all bookings happen through messaging rather than a website, we built a structured chat funnel across Instagram and WhatsApp using ManyChat. Instead of every lead landing in an unstructured DM conversation, they entered a guided automation flow designed to qualify, educate, and convert customers directly inside the chat.

The system handled roughly 80% of the sales process automatically before a human team member stepped in.

Inside the chat funnel we included:
• Instant qualification questions about the customer’s car and service requirement
• A short VSL explaining how the doorstep detailing works
• Before-and-after social proof to build trust
• Clear service packages and pricing
• One-tap buttons to book immediately or speak to the team

By the time a team member entered the conversation, most objections had already been handled, meaning the majority of conversations were with high-intent customers ready to book.

The Results

$1.17 per lead — roughly one-third of the industry average. The TOFU ads reached 9.5 lakh people at just $0.03 per 1,000. The best BOFU ad closed leads at $0.21 each.

Conclusion

$93.15 spent. 80+ leads generated. ~32 bookings.

$1,500 in estimated revenue. 9.5× ROAS in 16 days. The funnel did exactly what it was built to do — TOFU created familiarity, MOFU built intent, BOFU converted it. Each stage fed the next, and disciplined budget allocation across all three is what kept the CPL at $1.17 — well below the $3.30–$5.50 industry average.

The 32 estimated bookings are only part of the story. The remaining 48+ leads are still live in Brownie Auto's pipeline — warm conversations that haven't closed yet, not dead ends. That's untapped revenue still sitting on the table from the same $93.15 spend.

The biggest multiplier, though, is the subscription upsell. Every one-time customer is a candidate for Brownie Auto's monthly plans - $88 for one vehicle, up to $220 for three. A single customer who converts from a $44 booking to a Base subscription generates $88 every month going forward. At that point, a $1.17 cost per lead doesn't just deliver a 9.5× ROAS — it seeds a recurring revenue engine with no additional ad spend required.