B2B lead generation: cost per lead down 45%

B2B · Lead generation · Services · Google Ads
Project work for an agency, client anonymised. A B2B service provider generating leads via Google Search Ads. Period: February–March 2026 compared with February–March 2025.

Goal

• Generate leads at a lower cost
• Keep the lead volume close to the previous year with a much smaller budget

Result

• Cost per lead reduced from €516 to €283 (−45%)
• 61 leads instead of 67 – with half the ad budget
• Same season compared year over year, so the numbers are directly comparable

Channel: Google Search Ads