Truffle Nation CRM — April 2026
Ad Performance Audit:
Which Campaigns Convert vs. Waste Money
Full analysis of 1,166 attributed leads across offline (Delhi) and online pipelines — broken down by campaign, ad set, and individual ad placement.
1,166
Attributed Leads
25
Enrolled
~89%
Waste Rate
2.1%
Avg Enrollment
01
Offline Pipeline — Best Performers
Delhi campus leads that actually enrolled or are close to enrolling
Key Finding
The Hammer creatives (3 and 8) under the SQL campaign are your only offline ad sets producing enrollments. Everything else is either dropped or stuck.
| Campaign | Ad Set | Enrolled | Hot | Warm | Total | Enroll % |
|---|---|---|---|---|---|---|
| TNOFF Delhi - SQL | Hammer 8 | 1 | 0 | 0 | 4 | 25% |
| TNOFF Delhi - SQL | Hammer 3 | 2 | 0 | 3 | 35 | 5.7% |
| TNOFF - new lander | Hammer 3 | 1 | 0 | 0 | 24 | 4.2% |
| TNOFF Delhi - SQL | Testimonial - Aarti | 0 | 1 nego | 0 | 1 | — |
| TNOFF Delhi - SQL | Testimonial - Sandeep Kaur | 0 | 1 nego | 0 | 1 | — |
Where Hammer 3 converts — placement detail
▼
- Instagram Reels — 1 enrolled, 3 interested out of 24 leads (best placement)
- Instagram Stories — 1 enrolled out of 6 leads
- Instagram Feed — 1 enrolled out of 2 leads (new lander campaign)
- Facebook placements drove zero enrollments for Hammer 3
02
Offline Pipeline — Worst Performers
Campaigns and ad sets burning budget with zero or near-zero conversions
Critical Problem
The entire "TNOFF Leadgen - new lander" campaign has a 97.3% waste rate — 111 leads, only 1 enrolled. "TNOFF SQL Delhi- Lifetime" is even worse: 66 leads, 0 enrollments, 95.5% waste.
Campaign-Level Waste Summary
▼
| Campaign | Total | Enrolled | Dropped | DNP | Waste % |
|---|---|---|---|---|---|
| TNOFF Leadgen - new lander | 111 | 1 | 108 | 0 | 97.3% |
| TNOFF SQL Delhi- Lifetime | 66 | 0 | 31 | 32 | 95.5% |
| TNOFF Leadgen Delhi - SQL | 272 | 3 | 171 | 59 | 84.6% |
100% Waste Ad Sets (zero enrollments, zero pipeline)
▼
| Campaign | Ad Set | Total | Dropped | DNP |
|---|---|---|---|---|
| new lander | Student Montage 2 | 14 | 14 | 0 |
| new lander | Testimonial - Aarti | 10 | 10 | 0 |
| new lander | OFF_SVF 5 Hindi | 39 | 38 | 0 |
| Lifetime | OFF_SVF 5 Hindi | 21 | 9 | 12 |
| SQL | Hammer 10 | 23 | 18 | 5 |
| SQL | OG Video Ad 4 | 16 | 11 | 5 |
| SQL | Testimonial - Montage | 12 | 10 | 2 |
| SQL | Student Montage 2 | 36 | 27 | 7 |
| SQL | OFF_SVF 5 Hindi | 72 | 59 | 10 |
| new lander | Testimonial - Montage | 6 | 6 | 0 |
| new lander | OG Video Ad 1 | 15 | 14 | 0 |
OFF_SVF 5 Hindi — The Biggest Money Pit
This creative appears in 3 offline campaigns (SQL, new lander, Lifetime) totaling 132 leads with 0 enrollments — consistently 95-100% waste everywhere it runs.
03
Online Pipeline — Best Performers
Ad sets driving actual enrollments for the 6-week online program
Winner: TNON PUR Campaign
11.1% enrollment rate — the highest of any campaign with meaningful volume. The SFV 5.0 creatives (both English and Hindi) are your top converters.
| Campaign | Ad Set | Enrolled | Total | Enroll % |
|---|---|---|---|---|
| TNOFF Delhi - SQL | Hammer 3 (online leads) | 2 | 7 | 28.6% |
| TNON - New Lander | Nikita | 1 | 4 | 25.0% |
| TNON - New Lander | SFV 3.0 Hindi | 1 | 6 | 16.7% |
| TNON PUR | SFV 5.0 English | 3 | 22 | 13.6% |
| TNON PUR | SFV 5.0 Hindi | 2 | 16 | 12.5% |
| TNOFF - new lander | Student Montage 2 | 1 | 11 | 9.1% |
| TNON - New Lander | Pitch video ad | 2 | 25 | 8.0% |
| TNON - New Lander | SFV 1.0 Hindi | 3 | 55 | 5.5% |
TNON PUR breakdown — why it outperforms
▼
- SFV 5.0 English — 3 enrolled from 22 leads (13.6%). Best on Instagram Reels (1/8), Instagram Stories (1/1), Facebook Stories (1/2)
- SFV 5.0 Hindi — 2 enrolled from 16 leads (12.5%). Best on Instagram Feed (2/4)
- Pitch video ad — 1 enrolled from 1 lead (100% but tiny sample)
- PUR likely stands for "Purchase" campaign objective — these leads have higher buying intent because Meta optimizes for purchase-likely audiences vs. just lead form fills
SFV 2.0 Hindi — your biggest volume, worst conversion
▼
214 leads, only 2 enrolled (0.9%)
SFV 2.0 Hindi under TNON - New Lander is your highest volume ad set in the entire CRM. It generated 126 dropped + 50 DNP leads. This single ad set is responsible for more wasted leads than most campaigns combined.
- Instagram Reels — 108 leads, 1 enrolled, 63 dropped, 30 DNP
- Instagram Feed — 30 leads, 1 enrolled, 15 dropped, 4 DNP
- Facebook Mobile Feed — 26 leads, 0 enrolled, 14 dropped, 5 DNP
- Facebook Mobile Reels — 34 leads, 0 enrolled, 25 dropped, 7 DNP
04
Online Pipeline — Worst Performers
Campaigns and ad sets with 0 enrollments and 90-100% waste
| Campaign | Ad Set | Total | Dropped | DNP | Waste % |
|---|---|---|---|---|---|
| TNON - SQL | SFV 2.0 Hindi | 32 | 30 | 0 | 93.8% |
| TNON - SQL | Nasreen | 16 | 15 | 0 | 93.8% |
| Quiz SQL - v1 | all | 13 | 13 | 0 | 100% |
| Quiz Sales | all | 11 | 10 | 0 | 90.9% |
| TNOFF - new lander | OFF_SVF 5 Hindi | 31 | 31 | 0 | 100% |
| TNOFF - new lander | Hammer 3 | 19 | 19 | 0 | 100% |
| MQL Webinar Funnel | all | 20 | 5 | 10 | 75% |
| TNON PUR | SFV 1.0 Hindi | 8 | 8 | 0 | 100% |
| TNON PUR | Nasreen | 4 | 4 | 0 | 100% |
Entire "TNON - SQL" campaign: 95.4% waste
65 leads, 0 enrollments, 62 dropped. This campaign is generating leads who fill the form and immediately drop off. The SQL qualifier isn't filtering for intent — it's just adding friction without improving quality.
Quiz funnels aren't working
Both Quiz SQL - v1 (13 leads, 100% waste) and Quiz Sales (11 leads, 90.9% waste) produced zero enrollments. The quiz format may attract curiosity clicks but not buyers.
05
The DNP Problem — Unreachable Leads
Leads stuck at "did not pick" who never answer the phone
DNP = Money Burned Twice
You pay for the ad click AND the counselor's time calling someone who never answers. These leads are worse than "dropped" because they consume rep hours with zero chance of conversion.
| Campaign | Ad Set | Total | DNP | DNP % |
|---|---|---|---|---|
| TNON - New Lander | SFV 2.0 Hindi | 214 | 50 | 23.4% |
| TNOFF SQL Delhi- Lifetime | Hammer 3 | 26 | 15 | 57.7% |
| TNOFF SQL Delhi- Lifetime | OFF_SVF 5 Hindi | 21 | 12 | 57.1% |
| MQL Webinar Funnel | various | 20 | 10 | 50% |
| TNOFF Delhi - SQL | OFF_SVF 5 Hindi | 72 | 10 | 13.9% |
| TNOFF Delhi - SQL | OG Video Ad 4 - Copy | 19 | 8 | 42.1% |
| TNON - New Lander | SFV 2.0 English | 10 | 3 | 30% |
The "Lifetime" campaigns have the worst DNP rates
TNOFF SQL Delhi- Lifetime has 32 DNPs out of 66 total leads (48%). Nearly half of all leads from this campaign never pick up the phone. These are likely low-intent browsers attracted by "lifetime" messaging.
06
Creative-Level Breakdown
How each creative type performs across all campaigns
Hammer Creatives (3, 5, 8, 10)
▼
| Creative | Enrollments | Total Leads | Verdict |
|---|---|---|---|
| Hammer 3 | 7 | ~130 | BEST — keep scaling |
| Hammer 8 | 1 | ~7 | Promising — needs volume |
| Hammer 10 | 0 | ~45 | KILL — 100% waste |
| Hammer 5 | 0 | 1 | Too small to judge |
| Hammer 2 | 0 | 2 | Too small to judge |
SFV (Short Form Video) Creatives
▼
| Creative | Enrollments | Total Leads | Verdict |
|---|---|---|---|
| SFV 5.0 English | 4 | ~35 | TOP PERFORMER |
| SFV 5.0 Hindi | 5 | ~50 | TOP PERFORMER |
| SFV 3.0 Hindi | 2 | ~12 | Solid — scale up |
| SFV 1.0 Hindi | 6 | ~75 | Mixed — high volume, decent |
| SFV 2.0 Hindi | 3 | ~280 | WORST — 1% conversion |
| SFV 2.0 English | 0 | ~20 | KILL |
SFV 2.0 Hindi is your #1 budget drain
~280 leads across all campaigns, only 3 enrolled. It attracts massive volume of low-intent leads. Kill it and reallocate to SFV 5.0 and SFV 3.0.
Testimonial Creatives
▼
| Creative | Enrollments | Total Leads | Verdict |
|---|---|---|---|
| Testimonial - Aarti | 0 | ~22 | 1 in negotiation, watch |
| Testimonial - Sandeep Kaur | 0 | ~2 | 1 in negotiation, watch |
| Testimonial - Montage | 0 | ~30 | 100% waste |
| Testimonial - Nalin | 0 | ~4 | 100% waste |
| Testimonial - Nupur | 0 | ~4 | Mostly waste |
| Testimonial - Saad | 0 | ~3 | 100% waste |
| Testimonial - Shivya | 0 | ~3 | 100% waste |
Testimonial creatives aren't converting
Across all testimonial ad sets (~70 leads), zero enrollments. The montage style is particularly wasteful. Only Aarti and Sandeep Kaur have leads in negotiation — the rest should be paused.
Other Creatives (Nasreen, Nikita, Pitch, Student Montage, OG Video)
▼
| Creative | Enrollments | Total Leads | Verdict |
|---|---|---|---|
| Pitch video ad | 4 | ~40 | KEEP — 10% convert |
| Nikita | 2 | ~10 | KEEP — 20% convert |
| Nasreen | 0 | ~60 | KILL — 0% across 60 leads |
| Student Montage 2 | 1 | ~85 | KILL — 1.2% conversion |
| OG Video Ad 1 | 0 | ~25 | KILL |
| OG Video Ad 4 | 0 | ~45 | KILL |
| OFF_SVF 5 Hindi | 0 | ~160 | KILL — biggest waste |
07
Final Verdict — Keep vs. Kill
Clear action items for every campaign, ad set, and creative
KEEP / SCALE
- TNON PUR campaign (11.1% enroll)
- SFV 5.0 English — top converter
- SFV 5.0 Hindi — top converter
- Hammer 3 — only offline winner
- Hammer 8 — promising, scale up
- Pitch video ad — solid 8-10%
- Nikita — 20-25% conversion
- SFV 3.0 Hindi — 16.7% conversion
- SFV 1.0 Hindi — decent volume play
KILL / PAUSE IMMEDIATELY
- TNOFF - new lander entire campaign
- TNOFF SQL Delhi- Lifetime entire campaign
- TNON - SQL entire campaign
- Quiz SQL - v1 — 100% waste
- Quiz Sales — 91% waste
- SFV 2.0 Hindi — everywhere
- OFF_SVF 5 Hindi — everywhere
- Student Montage 2 — 1% convert
- Nasreen — 0% across 60 leads
- Hammer 10 — 0% across 45 leads
- OG Video Ad 1 & 4 — dead
- All Testimonial montages
- MQL Webinar Funnel — 75% waste
08
Action Checklist
Step-by-step next moves — check off as you go
Immediate Kills (This Week)
- Pause "TNOFF Leadgen - new lander" campaign entirely (97% waste)
- Pause "TNOFF SQL Delhi- Lifetime" campaign entirely (0 enrollments)
- Pause "TNON - SQL" campaign entirely (95% waste)
- Pause Quiz SQL - v1 and Quiz Sales campaigns
- Kill SFV 2.0 Hindi ad set across ALL campaigns
- Kill OFF_SVF 5 Hindi ad set across ALL campaigns
- Kill Nasreen ad set across all campaigns
- Kill Student Montage 2 ad set across all campaigns
- Kill Hammer 10 (keep Hammer 3 and 8 only)
- Kill OG Video Ad 1 and OG Video Ad 4 ad sets
- Kill all Testimonial Montage ad sets
Scale Winners (This Week)
- Increase budget on TNON PUR campaign (SFV 5.0 English + Hindi)
- Duplicate Hammer 3 into new ad sets / lookalikes for offline
- Test Hammer 8 with more budget (promising but low volume)
- Scale Pitch video ad — consistent 8-10% conversion
- Test Nikita in more campaigns (25% conversion rate)
- Scale SFV 3.0 Hindi (16.7% conversion, needs more volume)
Investigate (Next 2 Weeks)
- Why do Lifetime campaigns have 48% DNP rate? Review targeting
- Why is SFV 2.0 Hindi attracting so much volume but no buyers?
- Test if "TNOFF Leadgen Delhi - SQL" can be saved by killing bad ad sets and keeping only Hammer 3/8
- Monitor Testimonial - Aarti and Sandeep Kaur negotiation leads — do they close?
- Review whether MQL Webinar Funnel DNPs are a landing page or audience problem
Generated from Truffle Nation CRM data — April 2026
1,166 attributed leads analyzed across all campaigns
1,166 attributed leads analyzed across all campaigns