Scaling a B2B Business 7x | CPL down 40%, lead quality up

Timeframe: H2 2024 (Aug-Dec) Budget: €30K+ monthly

Partnered with a B2B client struggling with expensive leads (€90+ CPL) and low monthly volume. I figured that their creative strategy wasn't effective enough to scale, campaigns were not set up in the best-possible way and the tracking lacked details.

Rebuilt their creative approach from the ground up while simplifying the campaign architecture. By developing creatives that resonated with decision-makers and pre-qualified prospects, we saw immediate improvements in both cost and quality metrics.

Results:

Scaled monthly spend 3.7x (from €8.5K to €31.8K)

Dropped CPL by 37% (from €73 to €45)

Increased monthly lead volume from 117 to nearly 800

Maintained strong lead-to-opportunity rate around 3%

CTRs hit 1.8%, showing strong creative resonance

The creative optimization delivered what matters most in B2B - not just more leads, but better leads at a lower cost. The steady CTRs and sub-€2 CPCs even at higher spend levels prove the creative strategy effectively scaled without losing quality!

August 2024:

December 2024: