How we turned a low-margin volume business into a profitable machine.
The Context
We worked with a B2B energy provider in the Netherlands. Their business model relied on volume. Because the margin on a single energy contract is relatively low, they needed a lot of deals to be profitable.
The Problem: Their marketing math was broken.
The Data: They were paying an average of €52 to acquire a single lead.
The Reality: At that price point, their margins were being eaten alive. They were scaling their losses, not their profits.
They didn't just need "more leads." They needed a radical improvement in efficiency. They told us: "We need volume, but if the cost per lead doesn't drop, we can't grow."
What we actually changed
We treated this as a "Financial Engineering" problem, not a creative one. We had to find the waste in the system and cut it out.
1. We fixed the Targeting Efficiency They were casting a wide net, hoping to catch business owners. That is expensive. We narrowed the scope using algorithmic segmentation on Meta and LinkedIn. We stopped showing ads to "everyone" and focused strictly on the specific profiles that matched their ideal customer data.
Result: We stopped paying for clicks from people who would never buy.
2. We reduced Friction (The Lead Flow) Their old landing pages were "heavy." Too much text, too many steps. In a volume game, every extra click costs you money. We built High-Velocity Landing Pages.
Clear Promise: One headline that stated the benefit immediately.
Zero Distraction: No menu bars, no fluff.
Instant Action: We used native Lead Forms where possible to remove the need for the user to wait for a page to load. Speed = Conversion.
3. We A/B Tested aggressively You can't guess your way to a €9 lead. You have to test your way there. We ran continuous split tests on headlines and visuals.
Test A: Focus on "Sustainability."
Test B: Focus on "Cost Savings." We let the data decide. The winners got the budget; the losers were cut within 24 hours.
The Result
The transformation in their unit economics was drastic.
Cost Per Lead (CPL): Dropped from €52.00 to €9.00.
Volume: Generated 900+ leads in the first few months.
Sustainability: Because acquisition costs dropped by 82%, the marketing channel went from a "necessary evil" to their most profitable growth engine.
🛠️ Steal This System (How to do it yourself)
If you run a high-volume lead generation campaign, apply these rules:
Calculate your "Break-Even CPL": Before you spend a cent, know exactly how much you can pay for a lead while still making a profit. If your ads are above that number, stop and fix the funnel.
Speed is Money: If you are selling a commodity (like energy or insurance), remove every barrier. Don't ask for a "Subject Line" in your contact form. Just ask for Name and Number. Every extra field lowers your conversion rate.
Ruthless Testing: Never assume you know what the market wants. Run two ads against each other. After 1,000 impressions, kill the one with the lower Click-Through Rate. Repeat forever.
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