Why lead generation campaigns don't have a single universal recipe for success
“We Just Do Meta Ads” – if it were that easy, every company would have a full calendar of sales meetings. The truth is that effective lead generation is the art of adapting your strategy to the specifics of your industry, market and target group.
Over the past few years, we have conducted lead generation campaigns in dozens of different industries – from industrial machinery manufacturers to SaaS companies, from medical clinics to real estate agencies. Each of them required a different approach, different tools, and completely different messages.
Today we will show you how to adapt a lead generation strategy to three completely different business challenges in practice. We are talking about the international expansion of a Polish manufacturer in the construction industry, a multi-level funnel in B2B education, and a long-term campaign in a specialist legal and tax niche.
Spoiler alert: In each case, the key was not the template, but a thorough understanding of the client's business and its real needs.
Case Study #1: How a Polish manufacturer of fences and metal roof tiles conquered Eastern markets for PLN 4,000
Challenge: Expansion into unknown B2B markets
Our client – a manufacturer of fences and metal roofing tiles with many years of experience on the Polish market – faced an ambitious challenge. In 2024, they decided to expand into Asian markets: Armenia, Kazakhstan, Azerbaijan and Kyrgyzstan.
The problem? Zero brand recognition, no business contacts, and limited local knowledge. He needed B2B partners and wholesalers who would be interested in distributing his products.
Duration: 2 weeks for each country
Target group: Owners and managers of construction stores and wholesalers.
Our Approach: Localization + Testing + Patience
1. In-depth analysis of local markets
Before we launched our first ad, we spent time understanding the specifics of each market. We analyzed the competition, construction industry trends, and communication preferences in each country.
2. Professional translations
Working with the client’s translator, we translated all advertising materials into local languages. These were not “Google” translations – each message was adapted to the local business culture.
3. Intensive message testing
We prepared several versions of CTA and tested them systematically:
- "Fill out the form and we will send you more information about our fences."
- "Become a distributor of our fences."
- "We know your business challenges and we know you are looking for a partner who understands your needs."
4. Consistent brand image
Each graphic creation contained high-quality product photos, the client’s logo and a clear CTA – all in a coherent visual identification.
Results: 108 leads and partners in every country
| Country | Number of leads | Cost per lead |
|---|---|---|
| Armenia | 19 | 49.47 PLN |
| Kazakhstan | 32 | 37.15 PLN |
| Kyrgyzstan | 23 | 21.80 PLN |
| Azerbaijan | 34 | 27.56 PLN |
Key takeaways
1. Localization is not just about language
Translation is just the beginning. Each market has its own specific needs, methods of communication and expectations of business partners.
2. Small budgets can yield big results
PLN 4,000 for expansion to 4 countries sounds like a joke? And yet it brought the first contracts and opened the door to further development.
3. CTA testing can work wonders
The difference between the best and worst CTA was 40% more conversions. In lead generation, details matter a lot.
Case Study #2: How to sell training for PLN 20,000? Start with a free webinar
Challenge: Different price points, long B2B decision-making process
A client from the B2B education industry faced a classic dilemma: how to sell expensive training (PLN 20,000+) in a world where people expect free content?
His offer consisted of three levels:
- Free live webinars (topics: change management)
- Annual academy for managers (cost: from PLN 20,000)
- Specialized training for leaders (new, test product)
The problem was obvious: you can sign up for a free webinar in 30 seconds, but to spend PLN 20,000 of company money, you have to convince your superiors, prepare a business case and go through the procurement process. This can take months.
Duration: Different for each product (2-4 months)
Target group: Managers and leaders aged 26-55
Our Approach: 3-Tier Funnel Strategy
1. Trust first, then sales
Instead of immediately pushing expensive training, we built a marketing funnel:
- Free webinars = the first “yes” and building trust.
- Academy for managers = premium for people already convinced.
- Specialized training = exclusive offer for the most committed.
2. Precise targeting for every level
- Webinars: Lookalike 1-2% based on page fans and visitors.
- Academy: Top managers and decision-makers.
- Specialist training: Custom segments with post response profiles.
3. Messages tailored to the level of engagement
Webinars (low entry threshold):
- "Online meetings every Friday – join the conversation with experts!"
- "A sip of good coffee online with exceptional guests"
Academy (exclusive):
- "Change the organization and build a team based on mutual trust! Join the annual Academy."
- "Recruitment is ongoing. Fill out the form, receive an offer, and we will contact you!"
Specialist training (expert knowledge):
- "6 weeks, 6 meetings, 6 topics – a must-have for an effective change leader."
- "Discover the three questions our client, the CEO of a large company, asked his employees before he started making changes..."
Results:
| Product | Conversions | Cost per lead | Budget | CTR |
|---|---|---|---|---|
| Live webinars | 191 | 25.57 PLN | 4,883 PLN | 2,18% |
| Academy for managers | 146 | 58.89 PLN | 8,598 PLN | - |
| Specialist training | 46 | 118.69 PLN | 5,460 PLN | - |
Key takeaways
1. The funnel is not a theory – it is a necessity
You can't sell an expensive B2B product without first building trust. Free webinars were the "gateway" to more expensive products.
2. Different products = different lead costs (and that's OK)
PLN 25 per lead for a webinar vs PLN 118 per lead for an exclusive training? That's not a mistake - it's a natural consequence of different engagement thresholds.
3. The message must fit the level
The casual tone worked great for webinars, but the academy required more upscale and business-like communication.
Case Study #3: A Year and a Half, 2,000 Contacts – How to Build a Lead Machine in a Specialized Niche
Challenge: Very narrow but lucrative target group
An international law firm specializing in helping companies operating abroad approached us with an extremely specific challenge. Their target group is Polish construction companies operating in Germany that need help obtaining tax exemption documents (Freistellung) and a tax number (Steuernummer).
Sounds niche? That's because it is. But niches like that are often the most profitable – little competition, high demand, customers willing to pay for specialist knowledge.
Target group: Polish construction companies operating in Germany
Channels: Google Ads (Search + Performance Max)
Our approach: Precision + patience + continuous optimization
1. In-depth keyword analysis
In niches, every keyword matters. We conducted a detailed analysis of keywords related to the German tax system, focusing on words with high purchase intent.
These were not general terms such as "taxes in Germany", but very specific queries such as "Freistellung für polnische Unternehmen" or "Steuernummer für Bauunternehmen".
2. Search + Performance Max Campaigns
- Search: Precisely reach people actively seeking help
- Performance Max: Broader reach with visual materials, including animations
3. Deep UX optimization
We used Google Analytics and HotJar to analyze user behavior on the site. Based on the insights we gained, we made changes to simplify the registration process and increase conversions.
4. Smart account structure
We have divided the campaigns into:
- Separate campaigns for people living in Poland vs. Germany
- Separate advertising groups for Freistellung vs Steuernummer
- Precise matching of keywords, ad content and landing pages
5. Strategic Bidding Optimization
We started with “Maximize Conversions” (to gather data), then moved to “Maximize Conversions with Target CPA” – which allowed us to control the cost per lead while maximizing the number of leads.
Results: A stable lead machine
- 2,000+ leads acquired
- 2,000,000+ ad views
- Average cost per lead: €15 (approx. PLN 65)
- Continuous, stable lead flow
But the most important thing? The campaign is still ongoing and is producing stable results month after month.
Key takeaways
1. Niches require patience
A year and a half is no coincidence. There is no room for “quick wins” in narrow niches – success is the result of continuous optimization and long-term thinking.
2. Every detail matters
In mass marketing, you can afford to be imperfect. In a niche, every element – from keyword selection to site UX – directly affects results.
3. Stability > spectacular growth
In B2B it is often better to have 20 leads a month for 2 years than 200 leads in one month and then silence.
What do all these successes have in common? Our approach to lead generation
Three different industries, three different challenges, three different strategies. But there is something that unites all these cases – our approach to each project.
Discovery first: We start with understanding, not with a campaign
In each of the cases described, the first step was the same: a thorough understanding of the client's business. We don't say "we do Meta Ads" - we say "let's get to know your business and then decide what will be most effective."
Examples from our case studies:
- Fence manufacturer: We analyzed the specifics of each Asian market separately
- Educational company: We understood the differences between products and decision-making processes
- Law firm: We immersed ourselves in the specifics of the German tax system
No One-Size-At-A-Grade Solutions: Every Industry Is a Different Planet
If we applied the same strategy to all three cases, each would end in failure.
- International expansion required intensive testing and localization of messages.
- B2B Education required the construction of a multi-level funnel.
- Niche legal service required precise targeting and long-term optimization.
There is no single recipe for lead generation. There is a methodology that allows you to adapt your strategy to any industry.
Technology + Marketing: A Holistic Approach to the Entire Process
In each case, success is not just good advertising, but the entire ecosystem:- Correctly configured conversions (to know what works)
- Optimized website UX (so that leads don't escape at the last stage)
- Technology integrations (to make the process smooth)
- Continuous monitoring and optimization (so that the results grow over time)
Long-term partnerships: We build strategies, we don't sell campaigns
- Fence manufacturer: Increased budgets for 2025 and plans further expansion
- Educational company: Continues cooperation, developing new educational products
- Law firm: The campaign has been running continuously for a year and a half with continuous optimization
Your industry has its challenges too
Every industry is different. Every business has its own unique challenges, target audience, and sales process. What works for a fence manufacturer may not work for a SaaS company. What works for B2B education may not work for e-commerce. But that’s why we’re so keen to start every partnership with a deep understanding of your business. We don't have one-size-fits-all solutions – we have a methodology that allows us to create a strategy that is perfectly tailored to your industry, your product, and your customers.What can we do for you?
✅ Analyze the specifics of your industry and show what opportunities we see
✅ Diagnose current marketing activities and point out areas for improvement
✅ Develop a lead generation strategy tailored to your business
✅ Implement and continuously optimize campaigns so that they bring better and better results
✅ Take care of technological aspects – from correct conversion configuration to UX optimization
Let's talk about your business
We don't send an offer until we understand your business. This means that your first conversation with us is not about trying to sell you something, but about really learning about your challenges and whether we can help you. We provide:- Consulting approach to each project
- Experience in B2B marketing in various industries
- Close contact with top managers (because we know how important quick decisions are)
- Knowledge of marketing and technology (because one without the other is half the success)
Schedule a free consultation:
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl
Contact us
Want to learn about the specifics of your industry in foreign markets? Let's talk about how we can help you expand internationally.
Want to learn about the specifics of your industry in foreign markets? Let's talk about how we can help you expand internationally.