Case study · Anne Jansson

From €3.59 leads that don't buy to €20 leads that close in 5 days.

Two years and five figures wasted on lead magnets that looked cheap in the dashboard. One quarter of foundation work later: 408% ROAS, 5-day sales cycle, and a launch motion the team can repeat.

ClientAnne Jansson

IndustryHealth business coach

StageMid 6-figure ARR

EngagementProtocol + Conversion + Ad Lab

408%

ROAS in first quarter after Protocol

5 days

Sales cycle from webinar to close

€20 CPL

that converts — vs. €3.59 CPL that didn't

~700

Qualified leads per launch · €2,500 ACV

Before · Context

When organic stops being a strategy.

Anne did what most founders do when something works. She squeezed it.

Organic Instagram had been her engine for years. Some months it looked like she "figured it out." Low four figures. Other months she was refreshing Stripe like it owed her money. Mid five figures. Same offer. Same effort. Wildly different results.

She teaches health coaches how to get clients through organic Instagram — which works great but is not scalable or particularly stable for higher revenue goals. Stability was exactly what she wanted. A pipeline she could actually plan around, without gambling on whether this month's Reels decide to behave.

So she tried paid ads. Multiple times. She hired performance marketers who jumped straight into execution without consulting on strategy. She tried running ads herself and burned spend on technical mistakes. She launched calculators, cheat sheets — the full catalog of "download this free thing" offers.

Two years of trial and error. Five figures invested into courses, ad budget, and services.

The leads came in cheap. Really cheap. €3.59 average cost per lead at one point. But they didn't buy. Or they bought three months later, which is the same as not buying when you're trying to forecast revenue.

The real blocker

Cheap leads are expensive when they don't close.

When Anne first came to us in February 2023, the pattern was predictable in the worst way. The leads were cheap, but they were also low intent, outside her ICP, from industries she didn't want to work with. So sales through paid ads barely existed.

Which created the classic spiral: you start obsessing over lead cost, you change things too fast, and nothing compounds.

Underneath all of that was the real issue.

Paid ads were being asked to fix a messaging and targeting problem. They cannot.

We ran campaigns for Anne throughout 2023. We tested different lead magnets. We optimized for cost per lead because that's what looked good in dashboards. But we were optimizing the wrong thing.

€3.59 per lead sounds incredible — until you realize those leads are window shoppers, not buyers. Then that "cheap lead" becomes the most expensive lead you ever bought, because it costs sales time, CRM clutter, and opportunity cost.

We needed to stop guessing and start engineering.

Q1 2024 · Intervention

How we removed the guesswork.

In Q1 2024, she was ready to do something different. We stopped running ads and started building the foundation — the first time we ran all three services sequentially: Protocol, Conversion Content Accelerator, Paid Social Ad Lab.

Phase 1 · Q1 2024

The "No Guesswork" Growth Protocol

What we did:

Conducted voice-of-customer interviews with Anne's best customers.
Extracted the real pain points, triggers, and language patterns — built a buyer persona we could write to without hedging.
Created a messaging matrix that mapped pains, desires, objections, and triggers based on what customers actually said.
Designed a lead-gen strategy around her average contract value — for intent, not volume.
Optimised the offer so the webinar pitch felt like the natural next step.

Why it mattered: We stopped guessing about who to target and what to say. Everything that followed was built on data from the people who already bought — not assumptions about who might buy.

What changed: Anne finally had a clear answer to "who is this for" that didn't sound like "health coaches who want to grow their business."

Phase 2 · Q1 2024

Conversion Content Accelerator

What we did:

Wrote the webinar script: one-to-many sales, direct response — no "inspire and hope."
Created landing page copy designed to make the right person feel spotted and the wrong person self-select out.
Built ad copy aligned to the messaging matrix — not random hooks we thought would work.

Why it mattered: The webinar wasn't a presentation. It was a sales system. Every word was engineered to move someone from "I have this problem" to "I need this solution now."

What changed: The funnel became a qualification machine. People who showed up to the webinar were pre-sold on the problem and curious about the solution.

Phase 3 · Q2 2024

Paid Social Ad Lab

What we did:

Ran three launches: one webinar per month with a one-week pause between.
Each launch optimized one variable only — ad creative first, pricing second, landing page third.
Tracked real feedback loops: what moved revenue, not what looked good in Ads Manager.

Why it mattered: Optimization without chaos. When you change one thing at a time, you know what's working. When you change everything, you're back to guessing.

What changed: We had a repeatable system that got better with each launch — instead of starting from zero every time.

The turning point

When expensive leads became the smart play.

First launch in Q2 2024. Ads went live. Average cost per lead: €19.76.

If you had shown me that number in 2023 when we were getting €3.59 leads, I would have panicked. But here's what was different:

5-day sales cycle from webinar to close.

~700 leads per launch. €2,500 average contract value. People who showed up actually bought. By the end of Q2 results (full quarter after launch), the average CPL settled at €20.01. 408% ROAS. Initial strategy and creative investment recouped in month one.

This is the part most case studies skip, so I'm going to say it directly:

Even with 4x ROAS, lead cost can still mess with your head. It happened here too. When you're used to seeing €3.59 in the dashboard, €20 feels expensive. Your brain screams "optimize this down."

But that's the wrong game. €3.59 leads that don't buy are infinitely more expensive than €20 leads that close in 5 days. This is exactly why we push the Protocol first. If you don't agree on what "good" looks like upfront, you end up arguing with a dashboard while the business prints money.

The outcome

What actually changed.

The headline number is 408% ROAS in the first quarter after we implemented the Protocol. Anne's biggest win was predictability.

Before

Revenue swinging between low four figures and mid five figures per month.
Dependent on organic Instagram algorithm.
Two years and five figures wasted on trial and error.
€3.59 cost per lead that looked great but didn't convert.

After

Predictable paid social pipeline, independent of algorithm mood swings.
5-day sales cycle from webinar to close.
~700 qualified leads per launch with €2,500 ACV.
€20 cost per lead that actually closes deals.
First-month payback on strategy and creative investment.

"Some months are great, some are scary — nothing is predictable." That's no longer true.

Anne now has a working one-to-many sales system built around an online webinar — instead of hoping organic "has a good month."

Bridge to SaaS

Why lead cost is a trap — and what to optimize instead.

Anne's business is coaching. The ceiling is the same one you hit in SaaS. A channel works, until it doesn't. Then you start patching symptoms.

Here's the lesson that transfers directly to SaaS founders and heads of growth:

Cheap leads feel like a win until you realize sales won't touch them.

We see this pattern constantly:

Marketing celebrates €5 CPL.
Sales complains leads are trash.
Leadership pauses budget.
Everyone blames each other and the channel.

The channel isn't broken. The messaging is. When you optimize for cost per lead instead of intent, you train the algorithm to find people who will click — not people who will buy. That's why Anne's €3.59 leads didn't convert and her €20 leads closed in 5 days.

The fix is boring, but it works: align on a real persona, engineer the message from voice-of-customer data, map the journey, then scale spend into something you can explain.

That's how you stop paying the Guesswork Tax. The difference between Anne's 2023 attempts and her 2024 results isn't better ads. It's better foundation.

If you're stuck with "we get leads but sales says they're trash," you're optimizing the wrong metric. Stop measuring cost per lead. Start measuring cost per closed deal.

Your move

Start where Anne finally started: with the foundation.

If your pipeline is lumpy and paid social feels like a black box, you're at the same crossroads Anne was at in early 2024. You can keep optimizing cost per lead and hope sales figures out how to close them — or you can start with the Protocol and build a system where expensive leads are actually the profitable ones.

Book a Discovery Call → Read the Protocol