3 years, 3 funnel rebuilds, to a qualified lead engine
Most businesses stop at the first version that works. This system was rebuilt three times until it held up — and it keeps getting more efficient as it runs.
Starting state
- No real lead-generation system in place — only reach and engagement campaigns running
- No structured funnel, and no predictable growth
- Visibility without a mechanism to convert it into pipeline
The three rebuilds
Stage 1 — Meta lead forms
Launched to start generating first contacts. Held cost-per-lead near €10 in 2023, before competition and CPLs rose and the model hit its ceiling.
Stage 2 — Meta leads plus website
Added the client’s website to try lifting lead quality. Cost-per-lead climbed past €20, and the site itself did not convert well.
Stage 3 — Full funnel with landing pages
Built three service-specific landing pages around a quiz-based funnel that qualifies a prospect before they become a lead: ad → landing page → quiz → lead. Supported by banner creative and UGC-style ad scripts.
Proof
What this account actually teaches
A working, qualified B2B lead engine is not the same thing as more visibility. Qualification has to happen before someone becomes a lead, not after — otherwise the sales team absorbs the cost of every unqualified inquiry.
Delivered as a growth partner engagement across three years, with the funnel rebuilt rather than patched each time it hit a ceiling.