83% Qualified Leads at a Cost 3x Lower Than the Client’s KPI. Startup Website Built in 2 Days

Main Takeaways

The client set us the challenge of reducing the cost per lead by half and improving the quality of qualified leads (those confirming their need for the product or service after speaking with a manager) by up to 70% within 2-3 weeks.

Although we managed to find successful combinations and creatives in Meta Ads, this strategy didn’t allow for scaling due to the high cost per lead (CPL). Additionally, efforts to attract clients through Marquiz and traffic to the main site didn’t yield the desired results.

As part of our hypothesis testing, we decided to create a landing page (LP).

Key Steps That Led to Our Success

  • Reproducing the client’s website in Figma to utilize the content and design
  • Designing the landing page in Figma with visual style of the client
  • Automatic transfer of the landing page from Figma to Tilda
  • Adapting the design for tablet and mobile versions
  • Integrating application forms on the landing page with Bitrix24 CRM
  • Setting up automated lead qualification based on additional questions in the application form
  • Implementing a traffic source identification system for inquiries from WhatsApp (transferring UTM tags and ClientID to CRM)
  • Creating Meta events for optimizing ad campaigns
  • Setting up offline conversion tracking in Google Ads for ad optimization

Results

We successfully identified an effective combination in Meta with a CPL of 27 AED, where 83% of leads were qualified.

In the end, we exceeded our targets:

  • We surpassed the CPL KPI by 85% (reducing the actual cost from 100 AED to 27 AED against an initial KPI of 50 AED);
  • We exceeded the KPI for the share of qualified leads by 19% (target was 70%, actual was 83%).

How the Project Improved Users’ Lives:

Visitors to the landing page encountered an intuitive interface, which significantly simplified the application process. The minimalist yet carefully crafted structure allows clients to quickly grasp the offer and take action. Users immediately understand where they are and how to obtain the service.

It’s easier for clients to order services, and for businesses to generate profit.

Business Challenge and Solution:

By the time we launched the landing page, we had already been actively working on the project and testing various hypotheses to find successful combinations in Meta* Ads and Google Ads. We tested 492 ad combinations across 75 campaigns. However, directing traffic to the main site resulted in leads costing us 145 AED, far above our KPI of 50 AED.

After several iterations, we formulated the hypothesis: “If we direct traffic to the landing page, we will obtain 17 applications and 1 sale within 14 days.”

What did we do?

  • Created the landing page.
  • Set up integrations (CRM, WhatsApp, telephony, analytics).
  • Established optimization goals for data transfer to ad accounts.

Result

  • We acquired 58 leads (target was 32) at a cost of 39 AED (target was 100 AED).
  • The site’s conversion rate reached 7.46% (target was 3%).

The success exceeded expectations across all metrics, nearly doubling our targets. We then decided to refine our results and enhance the advertising.

During this process, we optimized the campaign driving traffic to the landing page by turning off less successful combinations and creatives, resulting in 61 leads at a cost of 27 AED, with the site’s conversion rate rising to 8.13% (+9%).

Craftsmanship, Implementation, and Technical Details:

The project is a startup, so the demand and interest in the product had not yet been established. This meant we had to test many different ad combinations and landing pages during the initial phases. It took us two months to find a successful combination for scaling.

  • For the first step, we used Marquiz as the landing page.

We created four different versions of Marquiz as a test. Ultimately, the tool generated leads at a cost of 66 AED instead of the planned 65 AED. However, we struggled to scale it. The cost per lead did not decrease, and the quality of the leads did not improve, with about 50% being qualified leads.

  • For the second step, we used the client’s main website as the landing page.

This approach resulted in higher-cost leads — 145 AED — but the quality of the leads improved. This led us to hypothesize that we could combine the success of the Marquiz landing page, which was generating leads at a lower cost, with the main website, where leads were of higher quality.

  • For the third step, we created a Landing Page in just two days.

As a result, the LP generated leads at a cost of 39 AED, and the quality remained high based on feedback from the sales department.

  • In the fourth step, we retained the most successful ad combinations and optimized the campaign to scale the found successful combination.

In the end, we achieved leads at a cost of 27 AED, with 83% of them being qualified leads according to feedback from the sales department.

Beyond delivering results for the client, we discovered a successful combination (Meta* Ads and LP) that can be applied across various niches and geographies. Now, for all new projects, we implement the LP strategy, which has been proven to achieve maximum results. This approach has demonstrated effectiveness in three projects across the UAE, Europe, and the USA, and we continue to develop and optimize it.

Insights, Hypotheses, Creation Process, and Client Interaction:

We needed to deliver results and find a successful combination within two months. By the time we started working, more than a month had already passed, and we were at risk of missing the deadline.

The landing page needed to be created quickly. Thanks to the no-code technology proposed by our designers and the effective distribution of tasks among the designer, analyst, and campaign manager, we were able to launch the hypothesis into testing and achieve the desired results in just two days.

We incorporated artificial intelligence into the process of creating the landing page. What steps did we take?

  • Developed the structure of the LP and prepared the mockup in Figma.
  • Used a plugin to quickly transfer the mockup with layers and styles from the client’s website.
  • Built the LP while maintaining the design of the main site and adapted it for mobile.
  • Created a vertical video for the first screen of the LP.
  • Assembled the necessary sections and transferred them to Tilda.
  • Adapted the sections for different screen resolutions.
  • Published the LP on a subdomain.

The site was ready. What did we do next?

1. Set up traffic source identification systems for leads generated from WhatsApp messages (passing UTM tags and ClientID to the CRM):

  • When a client clicks the WhatsApp widget button on the site, a data request containing a set of variables with analytical parameters (UTM tags, client ID) is sent to the database. One of the parameters is a unique ID, which is recorded in the user’s first message, pre-formulated in the link. This unique ID serves as the key to later retrieving the remaining parameters from the database.
  • When the user sends the first message on WhatsApp, a lead is created in the CRM. The unique ID is extracted from the user’s message and recorded in the lead field. A request is then made to the database to find the row with parameters corresponding to the unique ID from the lead.
  • If data is found, the lead’s fields are filled in with the corresponding analytical parameters.

2. Set up optimization goals for Meta Ads:

  • We used the standard Purchase event as the primary optimization goal for Meta, which had previously shown the best results in terms of both lead quantity and quality.
  • However, the event we sent to Meta as a Purchase didn’t necessarily have to be an actual purchase; it could be any key goal on the site. In our case, these were:
  • submitting an application form;
  • transitioning to WhatsApp.
  • The setup of these goals was done through Google Tag Manager.

3. Established automated lead qualification:

  • We set up automatic qualification (A, B, or C) of leads based on questions in Marquiz on the website and qualifying questions in the application form.
  • We developed the logic for combinations of answers that would result in a lead receiving a specific qualification. In Marquiz, we used questions that identified three key parameters for qualification:
  • client budget;
  • product need;
  • urgency: how soon the client is ready to purchase the product or service.
  • The answers to the questions were sent to separate fields in the CRM upon creating a lead after the form or Marquiz was filled out.
  • With the help of no-code integration services (such as Zapier and Albato), we set up connections for each qualification (A, B, or C) based on the filled lead fields with answers to the qualifying questions. We created these connections by applying filters based on the text of the answers, taking into account all possible combinations.
  • When a lead with filled answers was created, the connections were activated. Upon passing the filter for a particular connection (A, B, or C), the qualification field in the CRM was auto-filled.

4. Configured offline conversion tracking in Google Ads to optimize advertising:

  • We set up the transmission of the Google Ads click ID into a separate CRM field along with UTM tags and ClientID.
  • We created separate goals for “Offline Conversion based on CRM Data” in Google Ads for each type of ABC qualification, key funnel stage, or the total of key funnel stages in the sales process. These goals are used in advertising campaigns to optimize impressions.
  • When a lead reached the appropriate qualification or achieved a key funnel stage, the offline conversion was sent to Google Ads and matched with ad data based on the click identifier GCLID.

This approach allowed us to optimize advertising campaigns based on CRM data related to qualified leads and successful leads.

Results

We developed a ready-to-use algorithm for the rapid launch of an effective combination, enabling us to generate leads at a cost that is two times lower than other landing pages, with a share of qualified leads at 70%.

*Meta has been designated as an extremist organization in Russia.