A client from the B2B segment approached us to ensure a steady flow of quality leads in the Ukrainian market. The key challenge was clients' high level of distrust amid economic instability. The business wanted to get qualified inquiries without complex infrastructure and with clear payback math.
Instead of a classic multi-page website, we chose a maximally simplified ad funnel:
Ad → Quiz → Sales team
The quiz replaces a full website. It's a single-screen service where the user sees the offer and goes through a series of questions before leaving their contact details. This approach solves several tasks at once:
- Qualifying leads at the entry point. Thanks to the quiz questions, the company determines each lead's priority in advance, so the sales team receives an already warmed-up and classified prospect rather than a cold contact.
- Simplifying the team's work. Less time spent on handling irrelevant inquiries means more focus on those who are actually ready to make a deal.
- A fast start. A quiz launches much faster than a full website and is easy to adapt to different offers and audience segments.
Creatives
Amid economic instability, B2B clients try to minimize risks and avoid bad investments. That's why the main ad format became showcasing real case studies as static images or videos with specific results.
This way, a potential client immediately sees a solution to their specific problem, so the distrust barrier drops and the likelihood of converting into a lead grows.
- Average cost per lead (CPL): ~$20
- Customer acquisition cost: up to $400 against an acceptable limit of $500
- Customer payback period: 2 months
Note: The cost per lead and per customer can vary significantly depending on the niche and average deal size. In highly competitive fields with large deals, CPL is usually higher; in less competitive niches — lower.
Evidence-based advertising lowers the distrust barrier In the B2B segment, abstract promises don't work. Only real case studies with specific results convert, because they answer the potential client's main question: “will this solve my problem?”
A quiz qualifies leads before they reach sales The sales team gets a person who has already answered key questions and confirmed their relevance. This shortens the deal cycle and increases conversion to sale.
A simple funnel can deliver stable results for years Two years of working with one client shows that the system works consistently. A simple, well-tuned infrastructure beats a complex, poorly managed one.
