Case Study · Google Ads · Lead Generation
246 genuine enquiries at 9.21 BGN per lead in a highly competitive sector
HR services in a highly competitive sector — transformed into a steady stream of high-quality enquiries at a low cost per lead, with a budget of just 2,000 BGN.
Starting point
The client provides HR services in a sector known for fierce competition and low relevance of general traffic. The objective was clear: high-quality enquiries from business owners who genuinely need staff — whilst keeping the cost per lead under control.
The approach — step by step
Audit and targeting
I defined the target audience precisely: business owners aged 35–64 with a genuine need for staff. No broad, irrelevant reach.
Channel selection
Google Search — to capture the exact moment when a business is actively looking for an HR solution, rather than spending a lot of money creating a need.
Lead generation framework
Campaigns optimised for real-world queries and measured by the number of customers acquired. Every advertising message is tailored to the business’s actual problem.
Price control
Continuous optimisation keeps the cost per lead at 9.21 лв — exceptionally low for a saturated B2B sector.
Why 9.21 BGN per lead is a strong result
Targeted audience
Target only business owners with a genuine need — without wasting money on irrelevant clicks.
Search at just the right moment
I target businesses that are actively looking for an HR solution — high intent, low cost of acquisition.
Optimisation for leads, not clicks
The campaigns are tailored to enquiries, not traffic — which is why every lev brings in a genuine lead.
Quality over quantity
246 enquiries from the right audience are worth more than thousands of irrelevant clicks.
In a highly competitive B2B sector, the cost per lead can easily spiral out of control. Here, a disciplined approach to targeting and optimisation keeps costs down — 246 genuine enquiries at 9.21 BGN each.
Hristiyan Panov · Founder & Managing Consultant
