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Meta Ads and Google Ads for B2B businesses and service providers, steered on deal value instead of the lowest possible cost per lead. We run our own business, so we know what a lead ultimately needs to deliver before it's worth anything.
Selling to consumers rather than businesses? See the e-commerce page →
With a webshop, someone clicks, someone buys, and you know within a day whether your campaign works. None of that holds for B2B. There's a purchasing committee behind it, orientation takes weeks to months, and the signature often lands so late that your ad platform has long since stopped linking the click to the deal.
That has two consequences. First: steering on the number of leads is misleading, because a cheap lead that never becomes a customer costs you more than an expensive one that does. Second: you need intermediate steps you can actually measure - an enquiry, a call, a quote - so you're not optimising blind for three months.
The question “what's a good cost per lead” has no general answer, and any agency that gives you one is guessing. What you can afford to pay for a lead follows from your own numbers:
A CPL of €200 is excellent with a deal value of €25,000 and a conversion rate of one in five. That same €200 is unsustainable with a deal value of €800. We work this out per client before a campaign goes live, so you know where the line is. See the maths and the calculator →
Two B2B campaigns, with cost per lead and budget included. Campaigns we ran ourselves; some of our work was carried out through another agency, where the client relationship sat. Hence sectors instead of names.
We've also worked for B2B businesses ranging from transport to services. The common thread isn't the sector but the structure: a service with a clear deal value, a sales cycle of weeks to months, and multiple people involved in the decision.
To be upfront about the balance: the bulk of our experience is in D2C and e-commerce, where Meta simply lends itself well. B2B is something we do alongside that, with the same underlying maths. See the e-commerce page →
No six-week onboarding. You'll first get the account analysis (worth €250), before anything is signed: we work through your deal value, margin and conversion rate and tell you straight away what a realistic maximum CPL looks like for your situation. You'll get three things on paper - what's working, where money is leaking and where the biggest opportunities are. If the problem isn't the ads but your offer or your follow-up, you'll hear that too. Then you decide for yourself. Collaborations start with a two-week trial period and are cancellable monthly after that.
We work with a maximum of eight clients at a time, because we also run our own brand alongside this. If we're full, we'll just tell you.
Yes, but not the way it works for webshops. In B2B, no one buys straight after a click: there's a buying committee behind it, a longer orientation, and often months between first contact and signature. Campaigns need to be built around that, with intermediate steps you can measure instead of just the final deal.
That question can't be answered in general, and that's exactly the point. A CPL of €200 is excellent with a deal value of €25,000 and a conversion rate of one in five; a CPL of €25 is a loss with a deal value of €400. Read how to calculate your maximum CPL →
Google captures demand that already exists: someone is actively searching for what you offer. Meta creates demand among people not yet searching, which works when your proposition needs explaining. Many B2B businesses need both, but rarely at the same time from day one. See the difference →
Wide-ranging, from a debt collection agency to transport. The common thread isn't the sector but the structure: a service with a clear deal value, a sales cycle of weeks to months, and multiple people involved in the decision.
Request the account analysis. You'll get it before anything is signed.
Request your account analysis