How do you advertise belonging? That was the real question behind this project. The club is the social and business hub for a city's senior executives and entrepreneurs, and membership costs PKR 600,000.
A tiny audience, and a fragile image
The fee alone rules out almost everyone. The people who could join, wealthy locals and overseas Pakistanis who travel back from the UK, USA and UAE, are hard to reach and quick to ignore anything that feels like a sales pitch. And if the ads looked cheap, they'd damage the very exclusivity the club was selling.
- Reach high-net-worth individuals, not the general public
- Find overseas Pakistanis specifically, with the highest lifetime value
- Filter for serious intent before the membership team gets involved
- Keep every message as premium as the club itself
This wasn't an advertising problem. It was a curation problem.
The plan
Target affluence, not demographics
Using Meta's detailed targeting, I layered real behavioural signals that line up with the ability to pay: luxury property interests, private equity, polo, and frequent international travel. Then I ran it globally to reach overseas members too, on a PKR 1M monthly budget.
Qualify at the form, on purpose
Instead of a one-click form built for volume, I built a short questionnaire about motivation, timing and interest. It added a little effort. Casual browsers dropped off and serious candidates finished it. The membership team only spoke to people worth speaking to.
Sell access, not a building
The creative never led with the price. It showed events, conversations, members and the network you'd be joining. The message was never "pay PKR 600,000". It was "join the people who matter in this city".
Remarketing as social proof
People who visited but didn't apply saw the club's history, its exclusive events and member testimonials. The message stayed consistent: this is selective, and your peers are already here.
The results
| Metric | Before | After |
|---|---|---|
| Qualified leads per month | Ad hoc | 500 |
| Raw lead to MQL | Not filtered | 70% |
| MQL to SQL | — | 40% |
| Monthly ad spend | — | PKR 1M |
| Membership pipeline | Thin | A waiting list of qualified prospects |
The campaign delivered 500 prospects a month who met the financial and demographic bar. The filtering worked so well that 70% of raw leads became marketing-qualified, because people had already told us they were serious. Of those, 40% moved to sales-qualified. The club ended up with a waiting list of the kind of members it wanted.
The lesson
When you're selling something exclusive and expensive, reach is the enemy. Find the few people who fit, make them work a little to apply, and let them see who's already inside.
Selling something high-ticket?
A free audit will show you how to filter for buyers who can afford you, so your sales team stops chasing people who can't.
