Their leads cost $78, which looks bad on most reports. What mattered was that a new client cost $1,980 in ads and is worth about $24,000, so the budget went up.
“Beyond just helping us develop the ads and get all of the technical setup in place correctly, they helped us define our offer, better understand our value and pricing, and look at our business on a completely different level.”Founder, B2B agency
This agency sells retainers of about $2,000 a month. Figure the typical client stays around a year and a new client is worth roughly $24,000.
At that size a $78 lead is cheap, as long as enough of those people book a call and sign. The tracking had to prove it every week.
Meta ads aimed at business owners, a booking flow built to get people onto a consult, and a weekly tracker that followed every lead all the way to cash collected. Each week we put cost per lead, cost per booked consult, show rate and cost to land a client side by side, and moved budget based on the last one.
Business owners who fit the agency's clients
Built to get people onto a consult
Every lead followed to cash collected
Based on cost to land a client, not CPL
Cost per lead swung between $47 and $111 depending on the month, which would have scared most people off. Cost per booked consult held around $169 and three out of four people showed up. By month three, cash collected had passed total ad spend.
Cash collected covers the ad spend three times over, and most of what those clients are worth is still coming in every month. When a client costs $1,980 and is worth $24,000 you spend more, so the budget went from about $750 to over $3,000 a month.
Leads generated for clients, judged on what they turned into.
On a 30 minute call we'll go through your offer, your ads, your follow-up and your numbers, and show you what's holding growth back and how much more you could spend while it still pays. You'll leave with the first thing we'd fix, whether you hire us or not.
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