Reducing Customer Acquisition Cost by 114 PLN
For 4 months, we tested 23 different ad headlines until we found the one that cut campaign costs in half.
A law firm from Pruszków was burning through a budget on ads that didn't bring in real contracts. At Mazowiecki Inkubator Rozwoju, we cut unnecessary expenses and focused on specific numbers. The result? They now pay 114 PLN less for every customer than in March 2024.
The challenge
In March 2024, Kancelaria Finansowa Nowak spent 8,437 PLN monthly on online marketing. Each form from a potential client cost them 237 PLN. This was a huge cost, considering that only every fourth contact ended with a signed contract. The owner, Mr. Marek, was losing patience because the phone was silent for most of the day while the budget vanished before his eyes. The ad system was set too broadly, attracting people looking for free advice rather than real financial help.
Our approach
Our team from Mazowiecki Inkubator Rozwoju jumped into action in April. We started with a detailed audit of the ad account at ul. Sienkiewicza. For 9 business days, we checked every zloty spent. We turned off 14 general keywords that generated traffic but no profit. Numbers on the table: 32% of the budget was going down the drain. We focused on hard data and comparative tests, checking 23 different versions of ad texts on small test groups.
The solution
We implemented a simple results-measuring system that showed us the truth about client behavior after 5:00 PM. We shortened the inquiry path on the website – now a client only needs 19 seconds to leave their contact info. We changed the messaging from general slogans to specific solutions for credit problems of residents in the Pruszków district. We focused on mobile devices because that's where 78.4% of traffic happened. Without unnecessary talk about vision – we simply fixed technical errors that slowed the site down by 3.4 seconds.
Results
Thanks to hard analysis and eliminating human error, the campaign started paying for itself 43 days after the start of the changes. We reduced the lead acquisition cost by almost half, maintaining the same number of inquiries.
Timeline
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April 2024Account audit and removal of 14 irrelevant keywords.
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May 2024A/B tests of 23 different headlines and ad graphics.
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June 2024Website speed optimization and implementation of a new form.
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July 2024Results analysis and shifting budget to the cheapest sources.
"I was afraid that marketing was just a bottomless pit. Mazowiecki Inkubator Rozwoju proved to me that it can be calculated. Now I know exactly how much every client costs me and where they come from."