Fintech
Fintech
Lead Qualification
Lead Qualification
Middle East
Middle East
How Tamam Reduced Cost per Qualified Lead by More Than 90% on WhatsApp
How Tamam Reduced Cost per Qualified Lead by More Than 90% on WhatsApp
Tamam, a digital lending platform, partnered with OMD MENA to optimize its Click to WhatsApp strategy through deeper funnel measurement, journey testing, and platform-level analysis – unlocking a more than 90% reduction in cost per qualified lead while increasing qualified loan submissions.
Tamam, a digital lending platform, partnered with OMD MENA to optimize its Click to WhatsApp strategy through deeper funnel measurement, journey testing, and platform-level analysis – unlocking a more than 90% reduction in cost per qualified lead while increasing qualified loan submissions.
Moema Vianna
Product Marketing Manager
90%+
90%+
90%+
Reduction in cost per qualified lead
Reduction in cost per qualified lead
Reduction in cost per qualified lead
15x
15x
15x
Higher qualified output from optimized journey
Higher qualified output from optimized journey
Higher qualified output from optimized journey
35%+
35%+
35%+
Flow-to-qualified conversion rate on iOS
Flow-to-qualified conversion rate on iOS
Flow-to-qualified conversion rate on iOS
About the client
Tamam is a digital lending platform operating in Saudi Arabia, providing accessible financial solutions to high-intent borrowers through modern, technology-driven channels.
Tamam is a digital lending platform operating in Saudi Arabia, providing accessible financial solutions to high-intent borrowers through modern, technology-driven channels.
Industry:
Industry:
Fintech
Fintech
Region:
Region:
Middle East
Middle East
Use Case:
Use Case:
Lead Qualification
Lead Qualification
Agency:
Omnicom Media MENA
How Tamam Reduced Cost per Qualified Lead by More Than 90% on WhatsApp
Tamam, a digital lending platform, partnered with OMD MENA to optimize its Click to WhatsApp strategy through deeper funnel measurement, journey testing, and platform-level analysis – unlocking a more than 90% reduction in cost per qualified lead while increasing qualified loan submissions.
The Challenge
Converting Conversations into Qualified Leads
Tamam was already using Click to WhatsApp ads to drive engagement and loan demand in Saudi Arabia. However, while conversations were being generated, the team lacked clarity on which WhatsApp journey was actually converting user intent into qualified loan submissions.
Working with OMD MENA, the focus shifted to understanding WhatsApp not just as a messaging tool, but as a conversion environment. Without deeper funnel visibility, it was difficult to understand where friction existed, which journey performed best, and how Android and iOS users behaved across the qualification flow.
Tamam needed to scale qualified loan demand while keeping acquisition costs under control.
As competition for high-intent users increased, the challenge was not just driving conversations, but improving qualification efficiency within WhatsApp itself, without increasing spend.
To solve this, OMD MENA needed to address the complexity of WhatsApp as a conversion environment by introducing a more structured, data-led approach to understand which journey truly converted intent into qualified prospects, and how performance varied by platform.
Tamam was already using Click to WhatsApp ads to drive engagement and loan demand in Saudi Arabia. However, while conversations were being generated, the team lacked clarity on which WhatsApp journey was actually converting user intent into qualified loan submissions.
Working with OMD MENA, the focus shifted to understanding WhatsApp not just as a messaging tool, but as a conversion environment. Without deeper funnel visibility, it was difficult to understand where friction existed, which journey performed best, and how Android and iOS users behaved across the qualification flow.
Tamam needed to scale qualified loan demand while keeping acquisition costs under control.
As competition for high-intent users increased, the challenge was not just driving conversations, but improving qualification efficiency within WhatsApp itself, without increasing spend.
To solve this, OMD MENA needed to address the complexity of WhatsApp as a conversion environment by introducing a more structured, data-led approach to understand which journey truly converted intent into qualified prospects, and how performance varied by platform.
The Solution
Restructuring WhatsApp as a Conversion Channel
Together, OMD MENA and Tamam restructured the WhatsApp approach as a full-funnel performance channel, combining granular measurement, journey design, and platform-specific optimisation.
The strategy centered on four key actions:
Full-Funnel Visibility: OMD MENA implemented a structured measurement framework across the full WhatsApp journey, from first message to flow started to qualified submission, making it possible to identify where users were progressing and where they were dropping off.
WhatsApp Journey Testing: Different WhatsApp flows were tested to understand which journey best matched user intent and reduced friction during qualification.
Platform-Level Analysis: Performance was separated by Android and iOS to uncover differences in scale and efficiency, helping Tamam identify where qualified conversion rates were strongest.
Budget Routing by Efficiency: With clearer performance data, OMD MENA redirected spend toward the journey and platform delivering the best qualified lead efficiency.
Together, OMD MENA and Tamam restructured the WhatsApp approach as a full-funnel performance channel, combining granular measurement, journey design, and platform-specific optimisation.
The strategy centered on four key actions:
Full-Funnel Visibility: OMD MENA implemented a structured measurement framework across the full WhatsApp journey, from first message to flow started to qualified submission, making it possible to identify where users were progressing and where they were dropping off.
WhatsApp Journey Testing: Different WhatsApp flows were tested to understand which journey best matched user intent and reduced friction during qualification.
Platform-Level Analysis: Performance was separated by Android and iOS to uncover differences in scale and efficiency, helping Tamam identify where qualified conversion rates were strongest.
Budget Routing by Efficiency: With clearer performance data, OMD MENA redirected spend toward the journey and platform delivering the best qualified lead efficiency.
The results
Unlocking Major Efficiency Gains Across the Funnel
The campaign revealed a clear performance winner and unlocked meaningful efficiency gains across the funnel:
90%+ reduction in cost per qualified lead when shifting traffic from Journey B to Journey A based on testing and optimization.
~15x higher qualified output from the optimized journey at equivalent spend levels.
35%+ flow-to-qualified conversion rate on iOS devices, compared to ~28% on Android — highlighting the importance of platform-specific insights.
By focusing on journey design, intent qualification, and full-funnel measurement, Tamam, together with OMD MENA, transformed WhatsApp into a more efficient loan qualification channel, driving more effective acquisition of high-intent borrowers at scale.
The campaign showed that small changes in WhatsApp flow design can drive major performance gains, that measuring beyond the first message is critical to proving business impact, and that platform-aware optimisation can improve both efficiency and scale.
For OMD MENA, this reinforces the role of WhatsApp not just as a messaging tool, but as a high-intent conversion environment when approached with the right measurement and journey design.
The campaign revealed a clear performance winner and unlocked meaningful efficiency gains across the funnel:
90%+ reduction in cost per qualified lead when shifting traffic from Journey B to Journey A based on testing and optimization.
~15x higher qualified output from the optimized journey at equivalent spend levels.
35%+ flow-to-qualified conversion rate on iOS devices, compared to ~28% on Android — highlighting the importance of platform-specific insights.
By focusing on journey design, intent qualification, and full-funnel measurement, Tamam, together with OMD MENA, transformed WhatsApp into a more efficient loan qualification channel, driving more effective acquisition of high-intent borrowers at scale.
The campaign showed that small changes in WhatsApp flow design can drive major performance gains, that measuring beyond the first message is critical to proving business impact, and that platform-aware optimisation can improve both efficiency and scale.
For OMD MENA, this reinforces the role of WhatsApp not just as a messaging tool, but as a high-intent conversion environment when approached with the right measurement and journey design.
"WhatsApp was already driving conversations for us, but we lacked visibility into what was actually converting. With full-funnel measurement and journey testing, we were able to identify the highest-performing path, reduce friction, and significantly improve the efficiency of our qualified loan acquisition."
Thamer Abdulaziz Almuhaysin
Acting Marketing & Communication Director at Tamam
"By reengineering the WhatsApp journey and focusing on full-funnel measurement, we turned a conversation channel into a true performance engine; unlocking significantly more efficient, high quality acquisition at scale."
George Achkouty
Regional Business Unit Director at OMD
Tamam's success demonstrates what becomes possible when WhatsApp is measured and optimized as a full-funnel conversion channel rather than a simple messaging tool. Whether your goal is lead generation, qualification efficiency, or conversion improvement, structured measurement and journey testing can unlock meaningful performance gains.
Tamam's success demonstrates what becomes possible when WhatsApp is measured and optimized as a full-funnel conversion channel rather than a simple messaging tool. Whether your goal is lead generation, qualification efficiency, or conversion improvement, structured measurement and journey testing can unlock meaningful performance gains.
Let's Discuss Your WhatsApp Strategy
Let's Discuss Your WhatsApp Strategy
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