Workplug
Multi-channel acquisition
Channels: Meta + Google + ICP outreach
B2B leads
20
Cost per lead
€ 14.37
Funnel conversion
6.2%
On a small Meta budget of EUR 287.34, 20 leads came in at EUR 14.37 each, by far the lowest B2B CPL in this portfolio. The Meta funnel converted 6.2% of 338 visits, while the Google funnel produced 3 conversions from 1,144 visits. Alongside that we approached 100 decision makers with 119 messages, 94.1% delivered, at a 45.4% open rate and with zero unsubscribes and zero negative replies. The month closed with 24 funnel conversions in total.
| Metric | Value |
|---|---|
| B2B leads | 20 via Meta |
| Cost per lead | € 14.37 |
| CTR | 2.68% |
| Cost per click | € 0.98 |
| Reach | 4,254 |
| Impressions | 10,941 |
| Frequency | 2.57 |
| Funnel visitors | 338 (Meta) · 1,144 (Google) |
| Funnel conversion | 6.2% (Meta, 21 conversies) · 3 conversies (Google) |
| Mobile traffic | 79.9% |
| Decision makers reached | 100 |
| Messages sent | 119 (94.1% delivered) |
| Open rate | 45.4% |
| Reply rate | 1.7% |
| Conversions | 24 funnel conversions in total |
Against the market
| Metric | This case | Market benchmark |
|---|---|---|
| Cost per lead | € 14.37outside the benchmark, favourable side | Market benchmark: EUR 150 – EUR 400+ |
| Funnel conversion | 6.2%outside the benchmark, favourable side | Market benchmark: 2% – 4% |
| CTR | 2.68%within the benchmark | Market benchmark: 2% – 6% |
| Cost per click | € 0.98outside the benchmark, favourable side | Market benchmark: EUR 4 – EUR 12 |
| Open rate | 45.4%within the benchmark | Market benchmark: 40% – 60% |
| Reply rate | 1.7%within the benchmark | Market benchmark: 1% – 5% (benchmark 3.1%) |
Sources: Meta B2B cost per lead 2026: EUR 100 – EUR 300 generally, EUR 150 – EUR 400+ for recruitment and staffing specifically. B2B lead-gen funnel conversion 2026. Google Search B2B CTR benchmark 2026. Google Search B2B CPC 2026: EUR 3 – EUR 8 generally, EUR 4 – EUR 12 in recruitment and staffing. Cold email open rate 2026. Cold email reply rate: 1% – 5%, email benchmark 3.1% (Cleanlist 2026); LinkedIn connection reply 3.0% (Expandi).
Potential ROI
The full potential of the pipeline first, then your own conversion applied to it.
Potential value of the pipeline
€ 1,500,000
If every lead became a client - 20 leads in this case × € 75,000
- Expected value at your rate
- € 75,000
- Estimated new clients
- 1
- Return against ad spend
- 261×
Assumptions
- Leads in this case: 20
- Your lead-to-client rate: 5%
- New client - first-year value: € 75,000
- Ad spend in this case: € 287
Source: The value of a new client is a multiple of a single placement. A client hiring three professionals per year at EUR 30,000 gross margin represents EUR 90,000 in annual revenue.
This is a model, not a realised result. Adjust the assumptions to your own margins and placement rate.
Want to know what this means for your agency?
Book a free strategy call and we will walk through the numbers together.
