Work · B2B
Leads at a quarter of the target cost.
A software studio building AI chatbots got US leads 75% below its target cost per lead.
What changed.
Cost per lead vs target−75%
Winning creative vs others−59% to −67%cost per lead
What we did.
The challenge
B2B software is one of the most expensive niches to advertise in.
We tested creative by niche on Meta: retail, healthcare and travel.
The winning concepts brought leads far cheaper than the rest, and Meta beat Search on cost.
