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Case Studies

COST PER LEAD ₦7,200 → ₦2,150 IN 5 WEEKS

Lower cost per lead case study: this is what happens when you stop “boosting and hoping” and start running ads like a measurable system.
Service

Paid Ads

Client

BrightPath Immigration Consult (Lagos)

Date

BrightPath Immigration Consult (Lagos)

THE PROBLEM

Ads were running, but results were unstable and tracking was unclear.

They were spending on ads and getting leads, but the cost per lead was too high and results were inconsistent. Tracking wasn’t reliable enough to know what was working, so every decision felt like guessing.

BEFORE (BASELINE)

  • Cost per lead (CPL): ₦7,200
  • Leads per week: 55–70 (quality inconsistent)
  • Lead-to-appointment rate: 18%

What was BROKEN:

  • Campaigns were mixed together (testing and scaling in one place)
  • Tracking was unreliable (events inconsistent)
  • No retargeting system (warm visitors were lost)
  • Creatives were not tested with a plan
  • The form attracted too many low-intent leads

What NEULEAD CHANGED

We didn’t chase “more leads.” We built a lower cost per lead system.

Rebuilt campaign structure
Split campaigns into Testing, Scaling, and Retargeting so performance was stable and easy to improve.

Fixed tracking (GA4 + Pixel/events)
Verified events and conversions so decisions were based on real data, not guesswork.

Added retargeting
Recovered warm visitors who didn’t convert the first time.

Improved lead quality
Adjusted the offer + added a few qualification questions to reduce junk leads.

Weekly optimization
Refreshed creatives, shifted budget to winners, and cleaned audiences/placements every week.

RESULT

WITHIN 5 WEEKS

  • CPL reduced from ₦7,200 → ₦2,150 (about 70% drop)
  • Qualified leads increased by 62%
  • Lead-to-appointment rate improved from 18% → 31%
  • Results became stable enough to scale without guessing

WHY THIS WORKED

Lower cost per lead doesn’t come from luck. It comes from structure.

When tracking is correct, campaigns are separated properly, and retargeting is always on, CPL drops and lead quality improves. Ads stop being gambling.

No vanity metrics • Tracking-first • Mobile-first • Built for revenue