Quick Overview

Industry : Laundry Services
Role : Landing Page Builder - Ads Perfomance - SEO Optimizer
Duration : 6 Weeks
Market Target : B2C
Scope : Website, Meta Ads, Google Ads, SEO, Social Media Optimization

Background

Hangin Wash was created to simulate a laundry delivery business in Malang with a B2C target, with an audience of students and workers who are very busy because they cannot do their own laundry or coin laundry and want instant laundry without having to go to a place.

• Build a complete digital foundation for a new laundry business

Objective

Digital funnel

Lacking

Brand awareness

Traffic

Website

• Learn full-funnel execution, not just running ads

• Test acquisition channels from landing page → ads → SEO

Timeline & Execution Flow

Business Idea & Problem Understanding

Week 1

Identify problem · Target audience · Value proposition

Website & Conversion Foundation

Week 2

Landing page · CTA · Mobile-first · Basic SEO

Social Media Optimization

Week 4

Profile optimization · Messaging alignment · Trust support

Meta Ads Traffic Testing

Week 3

Audience research · Funnel-based ads · Creative testing

Week 5

Google Search Ads
(High Intent)

Keyword intent · Search ads · Ready-to-convert users

Week 6

SEO for Long-Term Growth

Keyword mapping · On-page SEO · Sustainable traffic

Strategy

Funnel-Based Digital Strategy

Channel Strategy

Awareness → Traffic → Conversion

Websites As Central Converisions Hub

Paid Ads For Data Generator

For Long Term Growth Engine

Websites

Conversion-focused landing page as the main conversion point.

Meta Ads

Used to test audience and messaging at scale.

Google Ads

Capturing high-intent users actively searching for the service.

SEO

Building sustainable organic traffic foundation.

Social Media

Supporting brand trust and message consistency.

"Every channel was designed to support the same conversion goal."

Optimization Strategy

Outcome & Keylearning

Meta Ads

This project was designed as a testing-focused Meta Ads experiment to understand audience behavior, funnel performance, and tracking readiness within a limited timeframe.

Initially, the team planned to test three funnel stages (Awareness, Engagement, and Leads) within one week.
However, due to time constraints and learning priorities, the execution was adjusted to focus only on Awareness and Leads stages.

The Awareness campaign delivered strong results, proving that the targeting strategy and creative direction were effective in reaching the intended audience.

Key observations:

• High reach and impressions within the targeted area

• Audience distribution aligned with the planned personas (age & gender)

• Efficient cost for awareness-level exposure

• Strong early signals for brand visibility and message relevance

What Worked Well (Awareness Stage)

What Didn’t Perform as Expected (Leads Stage)

The Leads campaign did not deliver satisfactory results during this testing phase.

Key challenges identified:

• Limited testing duration for conversion optimization

• Insufficient learning phase for Meta Ads to stabilize

• Incomplete tracking setup affecting conversion visibility

Tracking & Technical Limitation (Important Learning)

One of the most critical learnings from this project was related to tracking implementation.

Due to Google Tag Manager (GTM) configuration issues, the team was unable to accurately track and validate lead conversions.
This limited the ability to:

• Measure real conversion performance

• Optimize campaigns based on reliable conversion data

• Accurately evaluate CPL and funnel efficiency

Strategic Insights Gained

Despite the limitations, this project provided valuable real-world insights:

• Awareness campaigns are effective for validating audience and messaging

• Conversion campaigns require sufficient time and clean tracking to perform properly

• Funnel testing should be staged, not rushed

• Tracking accuracy is as important as creative and targeting