B2B Lead Gen: EUR 10.97 to EUR 2.75 Cost Per Lead

UpRest is a restaurant POS and back-office software brand that was ready to launch in Portugal. They had a strong product — free hardware, smart automation, and AI-powered food cost control — but no content, no validated messaging, no sales funnel, and no understanding of how the Portuguese market would respond.

Objectives

Together, we defined four clear goals:

• Launch in Portugal with a clear, localized value proposition
• Test and validate offers to optimize for lowest cost per lead
• Build a lead generation system from scratch with lightweight tools
• Scale with platform-native content on Meta and LinkedIn

Phase 1: Research and Offer Hypotheses

We started with rapid market analysis:

• Target audience mapping — restaurant owners and managers in Portugal
• Pain point identification — cost control, tech overwhelm, unreliable support
• Value pillars — free equipment, AI-based automation, simple setup and onboarding

From there, we built offer hypotheses to test across formats and platforms.

Phase 2: Full Marketing Kit from Scratch

With no existing content, we moved fast to build everything UpRest needed:

• One-pager and pitch deck — for structured lead nurturing
• Ad copy and offer variants — aligned with buyer pain points
• Visuals, animations, and AI-generated creatives — for ad campaigns
• 20+ posts for Meta and LinkedIn — to fuel brand visibility

Everything was designed to be modular, testable, and scalable.

Phase 3: Video Ads in 3-10 Days

To reach the audience fast, we produced 20-30 second video ads with a mobile-first, story-driven approach:

• Scripting — via Google Sheets + Figma templates
• Filming — with phones for native social feel
• Editing — via CapCut Pro and Adobe AI for voice/audio polish
• Output — optimized for Meta Ads (Stories and Reels)

Time-to-publish for most assets: under 120 minutes.

Phase 4: Campaign Launch and Optimization

We launched multiple campaign variations on Meta:

• Testing — different hooks, visuals, copy, and CTAs
• Monitoring — CPL, CTR, CVR tracked daily
• Scaling — winning combos amplified, underperformers cut
• Iterating — results reinvested into new creative tests

The feedback loop was weekly — not quarterly.

Results

CPL Improvement

• Before: EUR 10.97 per lead
• After: EUR 2.75 per lead

Achieved through creative testing, message clarity, and hyper-focused ad spend.

100+ Qualified Leads

• High-intent leads on a lean budget
• Precision targeting — owners and decision-makers
• Stable results — client paused scaling by choice, not necessity

Client Feedback

“Leads are great. Great quality, truly interested leads.” “Only one bad apple so far.” “Cost stabilized, we’re not increasing budgets for now.”

What Made It Work

• Clear hypotheses leading to structured testing
• Agile video production enabling fast learning cycles
• Platform-native content built specifically for Meta and LinkedIn
• End-to-end managed process — no internal marketing hires needed