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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