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B2B High Tech

B2B Paid Advertising: Cost per Lead Down 48.2% in 5 Months

A B2B tech company had good leads at too high a cost. In 5 months we cut cost-per-lead by 48.2%, grew lead volume 22.8% and saved 33% of budget.

Paid search campaign performance visual
48.2%
Cost-per-lead decrease
In 5 months
22.8%
Total lead volume increase
In 5 months
37.4%
Cost-per-click decrease
In 5 months
33%
Overall budget savings
In 5 months

The Client

About the Client

Our client is a high growth company in the B2B tech space with 11 to 50 employees. It needed to get more from its paid media.

Lead quality was fine, but leads cost too much. The goal was to cut wasted ad spend while keeping lead volume.

Key Takeaways

  • Cost-per-lead down 48.2% in 5 months.
  • Lead volume up 22.8% at lower cost.
  • Overall budget savings of 33%.

The Challenge

Good Leads at Too High a Cost

Every marketing team wants to cut costs, but this client also had to grow in a competitive industry. It needed to reduce wasted ad spend, keep lead volume and lower cost-per-lead.

  • 01

    High Lead Costs

    Lead quality was not the problem. Cost-per-lead was too high.

  • 02

    Wasted Ad Spend

    Poorly targeted searches brought in clicks with low purchase intent.

  • 03

    Growth Still Required

    Savings could not come at the expense of lead volume in a competitive market.

The Approach

How We Cut Cost-per-Lead

We focused every change on lowering cost while keeping lead volume. Select a phase to see the work.

Step 1 of 3

Tighter Targeting

We avoided poorly targeted searches that led to low purchase intent. We also adjusted demographic targeting to get the most from each campaign.

Step 2 of 3

Keyword and Bid Management

We managed individual keyword bids for the best mix of performance and cost per click. We found new keyword ideas from actual search terms and used high performing competitor keywords.

Paid search keyword and bid results visual

Step 3 of 3

Continuous A/B Testing

A/B message testing kept improving campaign performance over time.

The Results

More Leads at a Lower Cost

Working with a partner with clear business objectives, we drove more qualified leads while spending less.

  • Cost per Lead 48.2% Cost-per-lead decrease

    Lead costs nearly halved while lead quality held.

    In 5 months
  • Lead Volume 22.8% Total lead volume increase

    More qualified leads at a lower cost.

    In 5 months
  • Cost per Click 37.4% Cost-per-click decrease

    Bid management lowered the cost of each click.

    In 5 months
  • Budget 33% Overall budget savings

    Savings came while lead volume grew.

    In 5 months

FAQs

Frequently Asked Questions

01How much did cost-per-lead drop?

Cost-per-lead fell 48.2% in 5 months.

02Did lead volume fall as costs dropped?

No. Total lead volume rose 22.8% while overall budget savings reached 33%.

03What changes lowered the cost?

Tighter search and demographic targeting, keyword level bid management, A/B message testing and new keywords based on real search terms and competitor activity.

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