Case · B2B Accounting
+34% contracts from paid traffic, with 10% less investment.
And, for the first time, the client knew which ad actually turns into a contract.
- +34%
- contracts from paid traffic
- -33%
- cost per contract
- 3x
- click-to-lead conversion on Google
- 59%
- of sales come from paidwas 37%
January to August 2026 vs. the same period in 2025 · Google + Meta
The challenge
The client invested in Google and Meta, but couldn't tell which campaign generated contracts.
In 2025, the account went through two vendors in eleven months. Each change practically restarted the operation from scratch, with no consolidated history and no clear view of what actually worked.
Meskla took over the account in October 2025, with new campaigns going live from November.
No link between ad and sale
The CRM received little context about where each lead came from.
Numbers that didn't match
Vendors and platforms used different criteria to count conversions.
Traffic sent to the corporate website
Ads pointed to a page that had not been built for conversion.
Budget decided in the dark
Without knowing which leads made it to a contract, it was hard to separate volume from quality.
What Meskla did
Three parts of acquisition started working together.
- 01 · Convert
A landing page built for conversion
- 02 · Track
Lead Trace connecting ad, lead and CRM
- 03 · Optimize
Media focused on qualification and contracts
01
A landing page built to convert
We created a dedicated acquisition experience, separate from the corporate website, with a form, qualification and continuous page improvement.
Running the landing page became part of acquisition, allowing quick adjustments without waiting on the corporate website.
02
From ad to contract
With Lead Trace, the landing page, CRM and media platforms became part of the same information flow.
The team could now see which campaigns, keywords and creatives were linked not only to the lead, but also to qualification and the sale.
03
Media focused on the bottom of the funnel
Measurement was reorganized to bring platform numbers closer to CRM data.
On Meta, tracking was rebuilt, including server-side integration. On Google, the strategy began prioritizing searches with higher purchase intent.
Creatives, seasonality and budget allocation began to be evaluated based on what moved forward in the funnel.
What changed
More contracts. Less investment.
January to August 2026 compared with the same period in 2025.
- Contracts from paid traffic
- +34%
- Media investment
- -10%
- Cost per contract
- -33%
- Recurring revenue generated by paid
- +28%
- Return on media
- +42%
- Paid share of sales
- 37% → 59%
based on 36-month revenue
Behind the numbers
The result didn't come from a single change.
With practically the same investment, it generated 38% more contracts.
Meta
With 15% less investment, it generated 32% more contracts.
Conversion
On Google, click-to-lead conversion went from 3.8% to 12.5%.
Real efficiency
Even including media + Meskla's fee, the total cost per contract dropped 19%.
“A more expensive click didn't mean more expensive acquisition.”
With less reliance on generic terms and a stronger presence in the most relevant positions, each click became more than 5x more likely to turn into a contract.
The reading that makes a difference
Paid traffic carried a tough year.
The company's total sales fell 15% in 2026. But the channels didn't behave the same way.
- Paid traffic
- +34%
- Other channels
- -44%
- Total sales
- -15%
- Without paid growth
- -27%
Referrals, organic and events lost contracts while paid traffic grew. Without separating the channels, looking only at the total drop could lead to the wrong conclusion about media performance.
“An aggregate number shows the result. It doesn't show the cause.”
The structure that stayed
It wasn't just one campaign that improved.
Lead source
Only the channel, when available.
UTMs and identification by campaign, ad set and creative.
Measurement
Different criteria and inconsistent numbers.
Conversions aligned with the CRM.
Ad destination
Corporate website.
Landing page focused on conversion.
Lead to sale
No connection between ad and CRM.
Lead Trace connecting source and sales status.
Signal to platforms
Click and phone call.
Real lead, structured tracking and CAPI with deduplication.
Budget decision
Based mainly on media data.
Qualification and sales become part of the decision.
History
Two vendors in eleven months.
One operation building up history and learning.
Connected acquisition
Acquisition connected to sales results
Next step
Do you know which campaigns actually turn into sales?
Generating leads is only one part of acquisition. Meskla connects media, conversion and sales data to understand what actually drives results.
- We reply within 1 business day.
- And if we conclude we are not the right fit for your case, we will tell you.