Timeframe: January 2025 – July 2025

Brief

A software company operating within a specialist beauty-related sector required lead generation campaigns to drive prospective customer sign-ups. Given the niche nature of the audience, precise targeting was critical to ensure efficient lead capture.

Process

Counter Digital built a targeted Meta Ads campaign tailored to the narrow audience profile of this niche B2B software brand.

Detailed interest and behaviour-based targeting was used alongside custom audience segments to reach relevant professionals. Ad creative focused on product utility and business value, with lead form and landing page variants tested to optimise conversion rates.

Campaigns were monitored closely given the audience constraints, with ongoing creative and bidding adjustments to maintain lead volume and cost efficiency. Close collaboration with the client's sales team informed targeting refinements based on lead quality feedback.

Results

288 leads generated over seven months
Averaging 41 leads per month
Average £14.50 cost per lead
Minimum annual software revenue of £300 per sign-up and a reported 40–50% conversion rate from the sales team, the campaign delivered strong commercial returns.