~110 B2B leads a month under $18 — with price qualification built into the ad
Virtual team-building events for companies in the US and Canada, from $290 per event. The ad states that price before the click, so the budget is spent on buyers: 109 leads a month at $17.92 each.
- Industry
- Virtual & remote team building
- Markets
- United States & Canada
- Channels
- Google Search + Display
- Period
- Monthly averages
Illustration: a generic search ad that states its minimum — from $290 per event, up to 10 guests — with sitelinks for gift vouchers, fully interactive VR, a live host and flexible scheduling. Searches for free activities drop out before the click; buyers click through and become leads, 109 a month at $17.92 each.
- Avg. CPL
- $17.92
- Leads per month
- 109
- Ad spend per month
- $1,953
- Leads that must book to break even
- 1 in 16
The account had to produce volume and filter.
The client sells virtual team-building experiences — VR games and online escape-room formats run by a live host — to companies in the US and Canada. Buyers are HR, office managers and team leads searching for something to do with a distributed team.
The entry ticket is low: from $290 per event for up to 10 guests. At that price, two things kill the economics — expensive clicks, and inquiries from people looking for free online games.
The price goes in the ad, before the click.
Price in the ad.
The ad copy states the minimum — $290 per event, up to 10 guests — before the click. Anyone looking for a free activity self-selects out, and the budget is spent on buyers.
From $290 · up to 10 guestsSitelinks mapped to buying triggers.
Gift vouchers, fully interactive VR, a live host, flexible scheduling — the four questions a corporate buyer asks before booking.
4 buying triggers300+ keywords and ad variations.
Across Search and the Display Network, segmented by format and search intent, with high-intent B2B queries prioritized.
Search + DisplayDisplay creatives built around the experience.
“Real-time adventure for teams” — to reach buyers earlier in the decision.
Bi-weekly A/B testing.
Copy, creatives and targeting tested on a bi-weekly rhythm; continuous negative-keyword work; budget moved to the highest-converting campaigns.
Every two weeks
One $290 booking pays for 16 leads
The account's monthly engine, against the minimum ticket published in the ads. The close rate was not shared, so the only claim is the break-even point.
Animated reading of the monthly engine: $1,953 of ad spend becomes 109 leads, drawn in rows of 16. One row of 16 leads at $17.92 costs $286.72; one $290 minimum booking, drawn to scale beneath it, covers the row — so 1 in 16 leads (6.2%) booking breaks even.
| Step | Figure |
|---|---|
| 1. Ad spend / month | $1,953 |
| 2. Leads / month | 109 |
| 3. Cost per lead | $17.92 |
| Count | |
|---|---|
| $290 | 1 |
| Total | 16 |
| Equation | 16 × $17.92 = $286.72 < $290 |
| Note | Break-even close rate: 1 in 16 leads = 6.2%. Everything above that is margin. |
Source: Google Ads, monthly averages. Minimum ticket as published in client ads. Close rate not disclosed.
A predictable B2B pipeline of 100+ leads a month in two countries.
Monthly averages, with cost per lead held under $20.
| Metric | Value |
|---|---|
| Ad spend | $1,953 / month |
| Leads | 109 / month |
| Cost per lead | $17.92 |
BasisMinimum ticket as published in the client's ads. Close rate for this account was not shared, so no ROAS figure is claimed.
Every one of these accounts started with the same step: finding out where the money was actually going.
Before we touch a campaign, we find out where the money is going. The SCAN Audit is thirty checks of your public marketing presence, delivered as a 25–30 page PDF within 7 business days of payment — yours to keep, whether or not you hire us afterwards. No account access, no call required.