B2B — point of sale & checkout solutions
Ancon
Cost per lead down 38% while CTR tripled
A B2B checkout technology provider inheriting an agency-run Meta account where high-cost ad sets kept eating budget from the ones that worked.
- Cost per lead
- SEK 231SEK 370
- CTR
- 6.07%1.94%
- CPC
- SEK 6.59SEK 9.08
- Ad spend
- SEK 101KSEK 57.9K
The challenge
Another agency ran mostly lead campaigns with smaller traffic campaigns alongside. Lead campaigns weren't being optimized — ad sets with very high lead costs kept running and consumed more budget than the ad sets actually performing.
What we did
We built a structured, funnel-based campaign setup spanning top-, middle- and bottom-funnel ad sets, reallocated budget against the data and kept optimizing continuously until the right B2B target groups were found.
- Top-, middle- and bottom-funnel B2B campaign architecture
- Budget reallocated away from high-cost ad sets
- Continuous optimization toward converting target groups
The outcome
Cost per lead fell from SEK 369.75 to SEK 230.84 and CTR more than tripled to 6.07% at a lower CPC, while ad spend scaled from SEK 57,869 to SEK 101,107 — with the best campaign delivering 211 leads at SEK 229.
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ROAS from 125% to 564% in under three months
Swimwear & beachwear D2C
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ROAS up +610% and cost per purchase down 69% in three months
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ROAS from 299% to 900% after taking over from a top-tier agency
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14.7x ROAS held above 800% across five months from zero
Electrical installation services — B2C & B2B lead gen
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23x ROI and a 16% lead-to-customer rate in the first three months
Beauty & aesthetics — B2C lead gen
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Cost per lead down 74% while volume climbed
Healthcare — rehabilitation lead gen
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Cost per lead down 95%, leads up 5,400% in three months
Financial services — B2C consumer loans
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Cost per lead down 59% while ad spend grew 53%
Fintech — B2B business services lead gen
RevRunnr
+890% ROI and cost per lead down 36% in six months
B2B SaaS — AI-powered shift management
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Cost per acquisition down 56% and blended ROI up 218% in six months