Case study · Google Ads + Meta Ads
Same budget, 6× more leads and cost per lead down 84%
The client was spending €2,800 a month and paying, on average, over €92 per lead. Someone else ran the account; leads came in, but expensively. The audit revealed several leaks at once: unused Google Ads campaign types, irrelevant traffic landing in the account, under-optimised campaigns and weak ad copy. Only about 10% of the budget went to Facebook — results there were no better and lead quality was actually worse.
Expensive leads and untapped potential
€90 per lead on a €2,800 budget. Google Ads left some campaign types unused, irrelevant traffic was flowing in, and campaigns and copy were under-optimised. Only ~10% of the budget went to Facebook, because results were no better and lead quality was worse — only static, unengaging banners were running there.
Optimise Google Ads, then new content on Meta
First I added the missing campaign types, cut out irrelevant traffic, fine-tuned campaigns and rewrote the copy. Then came Meta: completely new video creatives, new custom audiences and an optimised landing page. In the second month, a lead magnet built on market and audience research.
Same budget, 6× more leads
Optimising Google Ads alone immediately halved the cost per lead. The new creatives and lead magnet pushed it down further — from €90 to €14. With the budget unchanged at €2,800, the client now gets 194 leads a month instead of ~31.
No budget increase, no new product. Just an audit that showed where money was being wasted and what was missing — followed by work across both Google Ads and Meta. The same money started bringing in many times more leads, and cheaper ones at that.
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