Driving Down CPL While Keeping Leads Flowing – Webinar Success 1
📌 About the Webinar:
The TCO (Total Cost of Ownership) webinar series targeted procurement officers, IT leaders, and financial decision-makers. Its goal was to demonstrate how organizations can reduce their long-term digital infrastructure costs by making smarter, more holistic investments. The messaging emphasized sustainability, ROI, and long-term strategy—key concerns for B2B buyers in 2025.
❗ The Challenge:
Historically, this client had struggled to control webinar lead costs, especially for cold audiences. Early campaigns in 2025 showed CPLs over €450, making it impossible to scale effectively. This created urgency to not only lower cost per lead but also to test whether webinar campaigns could perform with broader targeting across EMEA and AMER regions.
🛠️ The Strategy:
Rather than making small tweaks, I approached the problem holistically:
✔️ Segmented Campaign Variants:
I split the campaigns by region (EMEA vs. AMER), and tested both standard and low-cost variants with separate messaging and bidding strategies. This allowed us to assess which segments had the highest ROI potential.
✔️ Audience Refinement & Cold Outreach Testing:
Built cold audience profiles using job title targeting on LinkedIn and custom lists in Google Ads. Cold campaigns were tested to evaluate how far we could stretch budget efficiency while maintaining lead quality.
✔️ Creative Refresh & Funnel Optimization:
Simplified ad creatives for cold audiences—less technical, more benefit-focused. Landing pages were stripped of fluff and refocused on just three core value propositions with stronger CTAs.
✔️ Cost Controls:
Switched to manual CPC bidding for high-cost campaigns and used automated rules to pause underperforming placements. A/B tested time-of-day and day-of-week schedules to avoid waste.
📈 Results:
- CPL dropped from €463.04 to €172.49 in EMEA (-27.4%)
- CPL dropped from €186.18 to €151.72 in AMER (-61.5%)
- The average CPL across six filtered campaigns was €207.90, a significant improvement from the baseline
- The low-cost variants proved the viability of running scalable cold campaigns with limited budgets
🔍 Key Takeaways:
This case showed that strategic restructuring—paired with testing and data-driven iteration—can yield dramatic CPL improvements without sacrificing lead quality.
- Created tailored funnel experiences for distinct B2B buyer personas in healthcare and IT
- Executed high-performing webinar campaigns in multiple global regions (EMEA & AMER)
- Reduced CPL by up to 61.5% using campaign segmentation, targeting, and ad/landing page synergy
- Experienced with managing complex campaigns across Google Ads, LinkedIn Ads, and multiple funnel stages
- Strong ability to turn around underperforming campaigns quickly with performance-focused optimizations
Case Information
Clients
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Hidden
Location
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Germany – Global
Date
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Hidden
website
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Hidden
Budget
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€15.000