How did we help NewDataLabs improve lead quality and reduce the average Cost per Lead by 71%?

NewDataLabs is a Polish technology company that has specialized in delivering advanced online educational solutions for B2B clients since 2015. Their main area of activity is webinars—both open and closed—which help companies share knowledge, build expert authority, and generate sales leads. Their clients include brands from the IT, finance, consulting, and professional services sectors.

Our collaboration began when the NewDataLabs team was looking for a way to more effectively acquire valuable contacts through PPC campaigns—primarily in Google Ads and Meta Ads. Their goal was to increase the number of webinar sign-ups, improve lead quality, and make better use of the potential of paid channels—all while maintaining cost efficiency and the ability to scale their activities.

Before we moved on to specific actions, we carefully analyzed the existing campaigns and the structure of the ad accounts. The goal was not only to lower the cost of acquiring leads, but also to build a solid foundation for further growth—one based on data, testing, and scalable solutions.

After conducting our analysis, we identified the key areas in need of improvement:

• No analytics in place
• No testing aimed at identifying the most effective combinations of audience groups
• No diverse approaches to campaign optimization
• No consistent naming convention across the ad accounts
• No data-driven approach in the decision-making process
• No single, integrated “source of truth” across the platforms in use

We developed a comprehensive marketing plan that addressed the challenges facing NewDataLabs and aimed to deliver measurable results. The strategies we implemented included:

Testing different bidding strategies and audience combinations
We tested various bidding models and identified the bid cap strategy, with a manually set limit on the cost of acquiring a lead, as the most effective. This allowed us to effectively control costs while maximizing the number of contacts acquired.
In addition, we carried out extensive testing of different audience and bid configurations to determine the most effective targeting strategies. This iterative testing process allowed us to optimize the campaigns and reach the most valuable audience segments with precision.

Optimizing campaign structure and naming conventions
To facilitate data-driven decision-making and streamline account management, we optimized the campaign structure and introduced a consistent naming convention. This simplified campaign management and increased transparency at the ad set level.

Optimizing ad creatives and copy
We paid particular attention to refining the visual and textual layers of the ads, which is why we focused heavily on creating engaging, effective creatives tailored to NewDataLabs’ target audience. This increased the relevance of our messages and the appeal of the communication, which translated into better campaign results, a higher conversion rate, and a positive brand image.

Our collaboration with NewDataLabs produced impressive results. After implementing several optimizations and launching a Performance Max campaign targeted at the audiences most interested in the subject matter, we were able to increase the number of leads acquired per month by as much as threefold.

There were short periods when the number of leads was even higher, but our goal was to steadily increase their number and consistently acquire more and more valuable conversions.

In the Google Ads campaigns, lead quality was higher from the outset than in the Meta (Facebook) Ads campaigns, mainly thanks to greater user awareness.

The strategies and optimizations we applied translated into a significant improvement in key performance indicators:

• Improved lead quality: In addition to cost savings, our efforts also contributed to increasing the quality of the contacts acquired. This confirms the effectiveness of the strategy in reaching the right audiences and generating valuable sales opportunities.
• Lower cost per click and cost per lead: Thanks to a strategic approach to bidding and audience testing, we achieved an impressive 71% reduction in the cost of acquiring a lead—from around PLN 162 to an average of PLN 48 over the course of a year. This translated into a far more cost-effective lead generation process.
• Higher click-through rate (CTR): Thanks to the creatives and animations we prepared for the client, we achieved a 31% increase in CTR, which significantly boosted audience engagement and interactions with NewDataLabs’ ads.

By applying innovative marketing tactics, testing different strategies, and optimizing many elements of the campaigns, we successfully addressed the challenges that NewDataLabs faced.

Thanks to consistent marketing activities, the client is now considering scaling the current strategy to foreign markets in order to increase return on investment and further develop its business model.

Our goal is to continue building brand awareness and to expand the current model by organizing webinars in English. In addition, we plan to broaden our activities with advertising campaigns on LinkedIn, which will allow us to increase the number of qualified leads and reach new, valuable audience groups.