From spending without knowing the return to a predictable client acquisition system
A professional services firm that had been switching advertising channels for months with no control or attribution. We implemented a structured Meta Ads strategy that reduced cost per lead by 65% and turned client acquisition into a predictable, scalable process.
−65%
cost per lead
−65%
Cost per lead
3.2x
Leads with same budget
±15%
Predictable monthly variation
The challenge
A professional services firm that had spent 18 months investing in online advertising without a clear system. They rotated between Google Ads, Meta Ads and LinkedIn based on intuition and with no reliable attribution. Some months they closed 14 new clients, others barely 4 — without understanding why. There was no way to plan team capacity or commit to growth targets. The underlying problem wasn't the budget — it was the absence of method. They didn't know what worked, so they couldn't replicate or scale it.
The solution
We started with two weeks of historical data audit: past campaigns, real costs per channel, quality of leads received (how many closed?), and above all, the profile of the client generating most value. That determined where to focus.
Focus on Meta Ads as the primary channel
Crossing the ideal client profile with historical cost per channel, Meta Ads was clearly the most efficient for this company and service profile. We concentrated the budget and stopped dispersing it.
Campaign structure by funnel stage
We separated cold traffic (prospecting), web visitor remarketing and unclosed lead remarketing into three campaigns with different objectives, creatives and messages. Every euro works at the right funnel stage.
Value proposition and creative A/B testing
We systematically tested different message angles: problem avoided, result achieved, differential process. In 6 weeks we identified the creatives generating the highest-quality leads — not just cheaper, but more likely to close.
Unified metrics dashboard
We implemented a dashboard with the metrics that truly matter: cost per lead, cost per closed client, projected volume for the current month and trend. The team can plan 30 days in advance.
The results
After 90 days of implementing the strategy:
- Cost per lead: from €89 to €31 (−65%)
- 3.2x more leads per month with the same advertising budget
- Monthly acquisition variation went from ±70% to ±15% — the system is predictable
- The team plans capacity and hiring 4 weeks in advance based on the pipeline
- For the first time, the company can commit to quarterly growth targets
What the team values most is not the saving in cost per lead — it's knowing how many clients will come in next month. Predictability changed how they plan, hire and grow.
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