76 Leads at £8 Each: The Full Breakdown
Specificity is credibility, so here's the whole thing, what we built, in what order, and what the numbers did. One client, anonymised. Results vary; this is an example, not a guarantee.
The starting point
A London jeweller. Beautiful work, steady word-of-mouth, zero paid advertising history. No pixel, no ad account, no landing page. The good news about starting from zero: nothing to unlearn.
Week 1: Tracking before spending
Nothing ran until measurement worked. Pixel installed, Conversions API connected, a lead event tested end-to-end. This is the unskippable step almost everyone skips, if you can't measure cost per lead, you're not advertising, you're donating.
Week 1–2: The capture path
Ad clicks went to a purpose-built enquiry path, not the homepage. Three fields. One clear action. Instant confirmation. Every extra form field is a tax on conversion, so we stopped at three.
Week 2: Launch: three angles competing
Three creative angles went live simultaneously with equal budget:
- Craft angle, the making process, close-up work
- Occasion angle, moments and milestones
- Value-clarity angle, what bespoke actually costs, honestly stated
Nobody, including us, knows in advance which angle a market wants. That's what the test is for.
Week 3–4: Feed the winner
The value-clarity angle won decisively; the craft angle came second; the occasion angle got cut. Budget followed the data. Cost per lead dropped as spend concentrated on what worked.
Month-one scoreboard
- 76 qualified leads
- £8.05 average cost per lead
- Every lead tracked from click to enquiry, measured, not estimated
What made the difference
Not budget. Not a secret audience hack. Order of operations: tracking → capture path → real creative test → concentrate on the winner. The boring fundamentals, done in sequence, without skipping.
Want to know what the same sequence would look like on your business? The audit is free.