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.

  • 77% · Reduction in junk leads
  • 52% → 12% · Junk leads
  • 4× · More sales time on genuine prospects
  • Quality-first · Lead strategy

What the engagement covered

  • Lead quality

    The focus shifted from generating more enquiries to generating enquiries that were relevant and useful to the sales team.

  • 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.

About IRIS Holidays

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.

The challenge

  • 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.

  • Sales time was being wasted

    The sales team was spending too much time dealing with low-quality enquiries instead of genuine prospects.

  • 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.

What BonMinds did

  • Rebuilt the paid media strategy

    BonMinds rebuilt the paid media strategy around one question: how to generate enquiries the sales team actually wants.

  • Prioritised lead quality

    The strategy shifted the focus from enquiry volume to generating higher-intent prospects and reducing junk leads.

  • Improved sales efficiency

    By reducing low-quality enquiries, the work gave the sales team more time to focus on genuine prospects.

77%
reduction in junk leads
52% → 12%
junk leads
4×
more sales time on genuine prospects

A paid media strategy built around lead quality

  • Paid media strategy focused on generating higher-intent enquiries

Before

  • More than half of leads were junk.
  • Junk leads accounted for 52% of enquiries.
  • Sales time was being spent on low-quality prospects.
Before screenshot

After

  • Junk leads reduced from 52% to 12%.
  • Junk leads reduced by 77%.
  • Sales had 4× more time to focus on genuine prospects.
After screenshot
PF

Peggy Farabaugh

Founder & CEO, Vermont Woods Studios

“BonMinds led a complex migration with clarity and care. The team took time to understand our business, guided us step by step, and delivered a modern Shopify experience that truly fits our needs.”

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