From quantity to quality
How we helped Ancon go from many — but weak — leads to fewer, but significantly more valuable leads — while also reducing cost per lead by over 80%.
Ancon
Assignment
Lead generation and advertising strategy
80%
reduction in CPL.
In less than three months, we reduced cost per lead by over 80%.
The right customers at the right cost
Ancon is an innovative provider of modern POS systems, specialized for bars and restaurants. They had previously achieved success on Meta with a high volume of leads, but the quality was lacking. Our assignment was therefore to deliver a certain number of leads at the right cost — without compromising on quality.
Hypothesis-Driven Optimization
We started with a deep analysis of Ancon’s previous efforts, results, and target audiences. Based on this, we developed hypotheses for content, audiences, and landing pages, which we continuously tested through A/B testing. The content mix included user-generated material, product-focused creatives, and a unique combination of humor and sales-driven graphics and copy.
Results That Exceeded Expectations
In less than three months, we reduced the cost per lead by over 80%. Click-through rates averaged above 4%, in some cases reaching as high as 9% — well above Meta’s average. Most importantly, the leads were of a quality that far surpassed the client’s previous results.
