Lead Generation Launch for a Sales Department and Recruiting Consulting Business
Services
Challenge
The consulting company builds turnkey sales departments, creates scripts and funnels, implements control systems, trains managers, and handles recruiting of any complexity — from line managers to executives and niche specialists. The task was to launch the first systematic paid lead generation channel.
Goal
Launch the first systematic flow of B2B leads through Meta Ads, test audiences and offers, understand the real customer acquisition cost, and build a predictable acquisition model for high-ticket B2B consulting.
Results
Key problems before launch
- no paid advertising at all — 100% of clients came from word of mouth
- the model could not scale or be forecast without a paid channel
- the B2B audience was narrow — owners and executives had to be segmented precisely
- there was no understanding of the real acquisition cost through advertising
A strong product and a good sales team were already in place — but without systematic acquisition, growth was limited to personal connections.
Strategy
We launched lead form ads through Meta. The target audience included:
- business owners
- executives and entrepreneurs
- companies with active hiring needs
Creatives and offers
We tested three offer directions:
- turnkey sales department setup
- recruiting of any complexity
- audit and improvement of an existing department
In terms of format, we used static creatives and videos explaining the value of the service. Video with a clear value explanation performed better for a B2B audience.
Optimization
- turned off weak audiences
- scaled the best-performing “creative + audience” combinations
- reduced CPL through segmentation
Acquisition economics
Average CPL: around $9–10 (range $6–13 depending on the audience and offer).
Lead-to-sale conversion: 32%.
Customer acquisition cost: $10 × (1÷0.32) ≈ $31.25.
What Worked
Accurate segmentation of business owners — precise targeting of the people who actually decide whether to build a sales department.
A simple and clear offer for each direction: turnkey department setup, recruiting, audit — each tied to a specific pain point.
Video with clear value explanation — for a B2B audience, it is important to understand “what I will get” before submitting a lead.
Fast lead processing on the client side — 32% conversion into sales confirms both lead quality and sales-team performance.
Clear understanding of economics: CPL × (1÷conversion rate) = customer acquisition cost — decisions made based on numbers, not intuition.
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