DrinkPrime Increased Leads by 21% with Fibr AI

DrinkPrime matched every Google Search Ads keyword to its own personalized landing page experience across 130+ variations in two campaigns, delivering 21% more leads from the same spend, a 33% drop in bounce rate, and a doubling of time on page.

DrinkPrime, at a Glance

DrinkPrime is India's leading water RO rental solution, offering IoT-enabled RO+UV water purifiers on subscription starting at Rs.349 per month, with lifetime free maintenance and zero upfront cost. It is built for the tens of millions of Indian households who need clean drinking water without the burden of ownership, and it adapts to varying water conditions across cities using smart purification technology. DrinkPrime was founded in 2016, operates in the water purification subscription/rental industry, employs 280+ people, and serves customers across Pan India. The use case for this engagement was landing page personalization for Google Search Ads.

Households served

2.5 Lakh

FY25 revenue

₹72.1 Cr (+54% YoY)

Target for FY26

₹100 Cr

Plans starting rate

₹349/month

What Were the Campaigns Fibr Personalized?

DrinkPrime ran two paid search campaigns on Google Ads covering incentive-based keywords, region-based keywords, and budget-friendly search terms. These represented price/incentive intent, geo-local intent, and rental category intent — each representing a different buyer at a different stage of the subscription decision.

We quickly adopted Fibr AI to align our ads with personalized landing pages, achieving great results with minimal effort. We're excited to scale this across our campaigns for increased growth and improved team productivity.

Abhishek Bhushan, Senior Manager, Performance Marketing · Livspace

Every Search Was High-Intent. The Page It Landed On Wasn't Built for It.

The growth team at DrinkPrime, one of India's fastest-growing water purifier rental platforms, ran tightly built paid search campaigns on Google Ads, reaching households actively searching for water purifiers on rent across multiple cities. But every click, regardless of what they searched or where they were, landed on the same generic static page. With Fibr, the team matched every keyword to its own landing experience across 130+ variations in two campaigns. The result was 21% more leads from the same spend, with bounce rates falling 33% and time on page doubling.

What Was the Challenge DrinkPrime Faced?

DrinkPrime's paid campaigns ran on Google Ads with high ad CTR, targeting buyers through a mix of incentive-based keywords, region-specific searches, and rental category intent. The ad strategy was tightly built, but the landing page was not: regardless of what a visitor searched, which city they were in, or which price hook brought them in, every click landed on the same generic static page — the same hero, the same CTA, the same message built for no one in particular. This mismatch had a measurable cost: form fill rate was stuck at 17.5%, Google Ad Quality Score was suffering, CPA was high, and bounce rates were high across all traffic segments. The team was slightly aware of the problem but did not have a mechanism to act on it at scale, until Google Ads and Google Analytics were connected to Fibr and the full picture came into focus.

One URL, a Matched Experience for Every Search That Pointed to It

Fibr AI approached the DrinkPrime problem across two campaigns, each building on the learnings of the last: identifying the intent gaps, structuring personalization around keyword signals and device context, and deploying matched hero banner experiences within the guardrails of DrinkPrime's brand guidelines.

The Analysis: The Hero Banner Was Carrying the Full Burden

DrinkPrime's core message lived in the hero banner itself, and the entire page's conversion depended on whether the banner connected with the visitor's specific intent. Fibr's approach was therefore image-level personalization: generating contextually matched hero banners within DrinkPrime's brand guidelines, not just swapping copy.

The Signals: Keyword Intent and Device

Personalization for DrinkPrime was structured around two signals already present in every campaign: keyword intent and device type. Three primary cohorts emerged: price and incentive intent (visitors responding to Rs.349/month hooks and zero-cost guarantees), geo-local intent (city-specific searches across Bangalore, Delhi, Hyderabad, and Noida), and rental category intent (generic RO and water purifier rental searches).

The Setup: Two Campaigns, 130+ Variations, Live Within Days

Campaign 1 went live within one week, covering scoping, audit, campaign creation with 35 variants, review, and approval. Campaign 2 went live within 4 days. The only engineering involvement required was a Fibr script addition by DrinkPrime's engineering team. All 130+ variations were pre-reviewed for accuracy, hallucinations, and compliance, so sign-off was decisions, not corrections.

Every Screen After the Click Carried the Context of the Ad That Started It

For DrinkPrime, keyword intent, device context, and brand guidelines followed the visitor from the first fold, matching the hero banner, the CTA copy, and the value message to the search term they came from. Nothing was lost between the ad and the page.

What Results Did DrinkPrime See Across Both Campaigns?

The pilot ran a controlled experiment comparing personalized landing pages against DrinkPrime's original generic page, and personalized variants won across every metric measured.

Lead conversion

↑21% — more lead submissions from the same search traffic and spend, sustained across both tests

Bounce rate

↓33% — fewer visitors leaving before engaging with the page, holding steady across both the shorter and longer tests

Click rate on page

↑21% — more visitors clicking through to the next step, consistent across both campaign runs and traffic splits tested

Time on page

↑100% — visitors spending twice as long on matched pages versus the generic control page in Campaign 2 test

Among cohorts, value-based comparison messaging improved engagement consistently across segments for DrinkPrime, while geographic headline personalization drove the highest conversion rates of any cohort tested.

What This Teaches Us About Paid Search for Subscription Consumer Products

When the Hero Banner Is the Page, the Hero Banner Has to Earn Every Visitor

DrinkPrime's entire conversion logic sat in the hero banner. Swapping copy alone would have missed the point: Fibr generated matched hero banner images within brand guidelines, making the visual itself responsive to keyword context. For any product where the first fold does the converting, personalization has to reach the image layer.

Price Specificity in the CTA Outperforms Open-Ended Invitations

For DrinkPrime, "Get A Call Back" lost to "Rent Now @ Rs.349" by a wide margin. Naming the price in the action removes the visitor's biggest unanswered question before they have to ask it. In a subscription category where affordability is the primary objection, the CTA that answers "how much" wins.

Free Trial Framing Can Destroy Conversion in a Rental Category

For DrinkPrime, "Get Started 7-Day Free Trial" drove a 100% bounce rate and a 100% negative click rate. For a visitor already searching for a rental product, a trial frame introduces doubt rather than confidence. Matching the CTA frame to the category intent — rental, not trial — was not a minor tweak; it was the difference between converting and losing the visitor entirely.

One URL. Every Visitor a Different Page.

Fibr adapts a landing page in real time — the same link, personalized for every visitor, channel, and campaign — as demonstrated by DrinkPrime's results.