We reviewed the account and the first launch and confirmed the main constraint: clients came only through referrals — an unpredictable flow with no way to plan growth — and the first ads brought leads at ~€38 that almost none of them bought. The offer was pulling in the wrong audience, so the channel needed rebuilding, not just relaunching.
We built a focused action plan around the core solution: replace the generic "accounting services" offer with a specific pain — an owner drowning in tax reports and document chaos — and calculate the economics backwards. From the average check, sales conversion, and capacity we worked out the maximum acceptable cost per lead, and that number became the target for every campaign instead of an abstract CPL.
The team completed the main work: rewrote the offer and tested systematically — three hypotheses (pain / expertise / free consultation) with dozens of variations, each run as a separate test, and whatever didn't work was turned off.
We qualified leads deeper in the funnel: added qualifying questions to the form and passed events through Pixel and the Conversions API, optimising not for cheap leads but for the ones who actually buy.
We scaled only what worked — watching CPL and deal conversion weekly, turning off dropping audiences and refreshing working combinations with new creatives before burnout — and delivered the final outcome: cost per lead down from ~€38 (with no sales) to €12.70 (with sales), and 18% of 1,120 leads becoming paying clients, or 201 deals. The channel became predictable enough that the client started planning hiring around it.
€12.70 PER LEAD (FROM ~€38, NOW WITH SALES)
201 DEALS · 18% LEAD-TO-CLIENT
PAIN-LED OFFER + BUYER-OPTIMISED FUNNEL
