Overview
A B2B company in the sports equipment niche wanted to generate more qualified leads through Meta Ads.
Despite consistent spending, lead quality was poor and conversions were unpredictable.

Challenge
The campaigns had no clear structure or audience segmentation.
Ad objectives were mixed, messaging didn’t communicate the product’s real value, and creatives were too generic.
Leads were coming in, but most didn’t match the company’s ideal customer profile.

Strategy
We completely restructured the ad account and assigned a clear goal to each campaign stage.
Targeting was refined to focus on high-intent buyers.
We built new ad creatives showing real product use cases and developed messaging that addressed trust, quality, and reliability.
We also tested multiple European markets to identify where both lead volume and conversion quality were highest.

Results
Lead quality improved significantly, and cost per lead dropped from €52 to €31.
The brand expanded from 2 to 5 active markets with a consistent flow of qualified leads and better closing rates.
They now have a clear system for scaling across regions with measurable results.Takeaway
When structure, targeting, and creative clarity come together, lead generation becomes reliable and scalable.