Decreased Cost per Lead by 71% In 90 Days

In B2B marketing, lowering your cost per lead often means lower quality leads. But what if you could have both? That’s exactly what we achieved. A 71% drop in CPL while improving both lead quality and conversion efficiency.

The client was generating leads, just not the desired type. We ran a full funnel audit, reviewing:

👉 Lead sources and campaign performance

👉 Sales feedback on post lead quality

👉 Targeting, messaging, and conversion alignment

The issue wasn’t solely ad performance, it was a disconnect between who they were targeting and how they were converting them. We shifted from broad targeting to high-intent, precision audiences using:

👉 Job title & firmographic filters 

👉 In market and custom intent segments

👉 Lookalikes based on closed won deals

📈 The Results

✅ 71% CPL decrease
✅ lead to opportunity conversion rate increase by 1.2%
✅ ROI increase across all core paid media channels

Lowering CPL doesn’t have to mean lowering quality. The key is alignment, between targeting, messaging, and conversion.

Want to reduce your CPL without sacrificing quality? Let’s chat.