By Fazil Ummer, Head of Digital Marketing, Addox
Are Bengali or Hindi Leads Disturbing Your Malayalam Ads?
Many businesses in Kerala face this frustrating issue: they run Malayalam Meta ads targeting Kerala, but get leads from Bengali or Hindi speakers living in Kerala. These leads often confuse or disturb sales teams—especially female staff.
Let’s see why this happens and how to fix it
Understanding the Problem
Meta (Facebook and Instagram) targets people based on engagement, not on spoken language. If someone interacts with your ad—even if they don’t understand Malayalam—Meta may send it to others like them.
That’s why Kerala ads sometimes get responses from Bengali or Hindi speakers living in Kerala.
Why Meta Ads Show to the Wrong People
Common Issues:
No language-specific targeting
Ad copy doesn’t mention Malayalam clearly
Lead form questions are too general
Meta expands targeting based on engagement, not location alone
This creates daily problems for sales staff. They must speak to people who don’t match the offer, wasting time and effort.
Steps to Remove Unwanted Language Leads
After testing, we found 99% success with these steps:
1. Choose Malayalam as Ad Language
Go to Ad Set > Language > Select “Malayalam” only.
2. Match Ad Copy and Form Language
Write your ad and lead form questions in Malayalam.
3. Add Filters in Lead Form
Include questions like:
“Are you from Kerala?” (Answer required)
“Which district are you in?”
Or use a WhatsApp option instead
4. Use Conditional Logic
Show or hide follow-up questions based on the user’s first answer.
5. Be Very Clear in Ad Copy
Say things like:
“Only for Malayalam speakers”
“Offer for Kerala residents only”
Client Success Story
The Problem
Our client ran an ad in Malayalam, but got daily leads from Bengali-speaking people in Kerala.
The Fix
We used only Malayalam in the form and ad
Added district-specific questions
Used conditional filters to block mismatches
The Result
99% Malayalam-speaking leads. Sales team was relieved.
Best Practices for Kerala Businesses
Top Fixes:
Always set Malayalam as the content and targeting language
Use specific form questions like district or WhatsApp language
Duplicate campaigns if language settings were wrong initially
Important: Once a campaign is running, you can’t fully change its language settings. Always start fresh for best control.
FAQ
Q1: Why am I getting Bengali leads in a Kerala campaign?
A: Meta tracks engagement, not actual language fluency. You must filter them manually.
Q2: Can I block them without restarting my campaign?
A: Not always. Better to duplicate the ad and use language-specific logic.
What to Do Next
Fixing lead quality starts with setting up the right filters from the beginning.
Action Steps
Check ad language and audience settings
Rewrite your lead forms in Malayalam
Add location or logic-based filters
Duplicate and relaunch campaigns if needed
