Lead quality
The focus shifted from generating more enquiries to generating enquiries that were relevant and useful to the sales team.
Lead Quality
Iris Holidays: Turning Low-Quality Enquiries into High-Intent Leads
IRIS Holidays had enquiries. What they didn't have was quality. BonMinds rebuilt the paid media strategy around generating enquiries the sales team actually wants.
Engagement at a glance
What the engagement covered
Paid media strategy
BonMinds rebuilt the paid media strategy around lead quality and the type of enquiries the sales team actually wanted.
Sales efficiency
Reducing low-quality enquiries gave the sales team significantly more time to focus on genuine prospects.
The client
About IRIS Holidays
Iris Holidays is a Kerala-based tour operator specialising in personalised holidays and travel experiences. The company creates customised itineraries for travellers visiting Kerala, with a focus on private tours, honeymoon packages, houseboat experiences and other tailor-made trips. Iris Holidays is accredited by the Ministry of Tourism, Government of India and the Department of Tourism, Government of Kerala, and has built its business around personalised trip planning and local expertise.
- 77% · Reduction in junk leads
- 77% · Reduction in junk leads
- 52% → 12% · Junk leads
- 52% → 12% · Junk leads
- 4× · More sales time on genuine prospects
- 4× · More sales time on genuine prospects
- Quality-first · Lead strategy
- Quality-first · Lead strategy
Client profile
Before BonMinds
The challenge
- 01
Too many junk leads
More than half of the leads generated for IRIS Holidays were junk, making enquiry volume a poor measure of lead quality.
- 02
Sales time was being wasted
The sales team was spending too much time dealing with low-quality enquiries instead of genuine prospects.
- 03
Enquiry volume was not enough
The paid media approach needed to be judged by the quality of enquiries it generated, not simply by how many leads came in.
Our approach
What BonMinds did
- 01
Rebuilt the paid media strategy
BonMinds rebuilt the paid media strategy around one question: how to generate enquiries the sales team actually wants.
- 02
Prioritised lead quality
The strategy shifted the focus from enquiry volume to generating higher-intent prospects and reducing junk leads.
- 03
Improved sales efficiency
By reducing low-quality enquiries, the work gave the sales team more time to focus on genuine prospects.
Business impact
End result
reduction in junk leads77%
junk leads52% → 12%
more sales time on genuine prospects4×
Proof
A paid media strategy built around lead quality
Before
- — More than half of leads were junk.
- — Junk leads accounted for 52% of enquiries.
- — Sales time was being spent on low-quality prospects.
After
- + Junk leads reduced from 52% to 12%.
- + Junk leads reduced by 77%.
- + Sales had 4× more time to focus on genuine prospects.
BonMinds has been our trusted growth partner for over a decade. Their integrated digital marketing approach has played a pivotal role in building one of Kerala’s largest tour operator websites, attracting over 100,000 visits every month. Our growth has been driven almost entirely by digital marketing, and BonMinds has been at the heart of that journey. Their strategic thinking, consistent execution, and deep understanding of our business have helped us grow into one of Kerala’s leading online tour operators
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