IT company: $3 per lead via Meta Ads

What the IT company came to us with

The task was stated plainly: enquiries through the website. Not reach, not followers, but contacts from people ready to discuss a project.

The difficulty of the IT category is that decisions take a long time and are never made by one person. Advertising rarely leads to a deal directly; it leads to a first conversation. So the only metric that makes sense is cost per enquiry, not cost per click.

What the work involved

We connected analytics before launch. Until you can see which campaign an enquiry came from, any optimisation is guesswork.

We studied the audience and the competitors. In IT everyone says the same thing: a team of experts, an individual approach. The job was to find what could be said differently.

We built the offers and creatives and adapted the copy. Where the audience reads in two languages this is not a formality: the same thought needs a different length and rhythm in each.

We ran the campaigns with regular optimisation, weekly rather than monthly. Over a month a working combination burns out twice.

What sits behind the numbers

On a budget of $1,500 the campaigns delivered 178,939 reach and 11,526 clicks at $0.13 per click. The cost per enquiry came out at $3.

Three dollars per enquiry in B2B services should be compared with the value of a single deal, not with the cost of a click. Even at a low conversion rate from enquiry to contract, that entry price pays back with room to spare. It also makes the channel scalable: you can keep increasing it while you have capacity to handle the enquiries.

What transfers to another B2B project

One more point: a $1,500 budget is reconnaissance, not a working volume. It shows the channel works, but conclusions about scaling belong to the next stage, once several months of statistics exist.

The cost per enquiry does not transfer. It depends on the category, the geography, product complexity and how clear the offer is on the landing page.

What transfers is how to count. In B2B, advertising buys a conversation rather than a client; judging it by first-month sales means switching the channel off before it has worked, because the deal cycle is longer than the reporting period. A second, less obvious point: the bottleneck in B2B is usually response speed, not traffic. A three-dollar enquiry is worth nothing if it is answered a day later, because by then the person has written to three other companies.

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