Virgin Mobile Colombia improves acquisition efficiency with Google and Meta
Virgin Mobile Colombia entered 2026 with an ambitious goal: to progressively double its monthly volume of lines with a top-up (LWR), from an average of around 3,500 to 7,000 lines per month during the first half of the year.
To achieve this goal, Adsmurai developed a paid media strategy across Google Ads and Meta Ads focused on scaling acquisition sustainably, combining campaign optimization, improved signals and more efficient budget allocation.
The goal was to build a model that translated media growth into measurable business growth, with activated lines as the reference point.
Scale new lines while keeping CPA under control
Doubling acquisition volume came with a demanding constraint: growth could not depend on doubling advertising spend.
The strategy needed to progressively increase lines with a top-up while maintaining a maximum target CPA of USD 16. This required identifying where there was room to grow and where investment was becoming inefficient.
Optimization also needed to go beyond platform-reported conversions. The team used signals closer to the final business outcome, with activated lines with a top-up as the reference point.
This created three priorities: improve traffic quality and conversion signals, identify new opportunities to scale within Google Ads and Meta Ads, and continuously shift investment toward campaigns capable of driving profitable growth.
A paid media strategy focused on profitable scale
Adsmurai implemented a paid media strategy across Google Ads and Meta to scale acquisition while controlling CPA and investment efficiency.
In Google Ads, Search campaigns were restructured by search intent: Brand, Category and Competitor. Match types and negative keywords were reorganized to reduce cannibalization and improve budget allocation.
Performance Max was also optimized to expand coverage and reach valuable audiences beyond Search, while maintaining an Optimization Score above 90%.
In Meta Ads, the team adopted a continuous experimentation model, testing prospecting, lookalike and custom audiences alongside custom events that provided the algorithm with higher-intent signals. Different creative formats and hooks were also tested. Daily monitoring helped identify fatigue, pause less efficient ads and reallocate spend to combinations with greater conversion potential.
The strategy combined campaign structure, experimentation and ongoing optimization to scale acquisition while maintaining efficiency.
More acquisitions, lower costs and measurable business impact
The strategy exceeded the planned growth target, significantly increasing new lines with a top-up while improving investment efficiency.
Monthly LWR volume rose from 2,647 in January to 7,258 in July, representing 174% growth and exceeding the target of 7,000 lines per month.
This growth also came with a lower acquisition cost. CPA fell from USD 15 in January to USD 9.80 in July, an improvement of 34.7% and a result 38.7% below the USD 16 target CPA.
The conversion rate for Click to WhatsApp campaigns also doubled, rising from 8% to 16%.
Results were assessed using business data, with lines with a top-up activated by the client as the reference point. This measured the strategy's impact on acquisition rather than relying solely on conversions recorded in Google or Meta.
At Virgin Mobile Colombia, we continuously work to strengthen our digital channel, pursuing sustainable and increasingly efficient growth. Combining data analysis, ongoing optimization and collaborative work has helped us improve our results and establish the channel as an important driver of customer acquisition. - Camila Rugeles, Senior Manager Digital Marketing Colombia