Start of cooperation — beginning of 2024 with a clear objective: to design and implement a performance marketing strategy for the acquisition of B2C leads (property owners interested in subsidies) with an emphasis on maximum efficiency and quality of leads. The task was simple: to reduce the price of lead compared to the results of the previous agency — without losing quality, ideally increasing it even more. The goal was to get to 200+ leads per month. But at that moment, we had no idea what a fundamental problem we would soon uncover.

After the initial analysis, we built a complete funnel with a clear offer, a strong CTA and a simple explanation of the benefits of subsidies. We tested dozens of visuals and messages — concrete savings and an emphasis on simplicity without unnecessary administration worked best. We scaled successful creatives, added videos, deployed remarketing, linked forms to CRM, and set up automations. We continuously optimised the campaign based on data for the lowest CPL and higher conversions. We further extended the functional creatives into video reviews and educational videos that produced premium results.

Subsidies are a highly competitive market. Every company has the same conditions. At the same time, there is a natural distrust in subsidies. The settlement process seems complicated, lengthy, and people are afraid of hidden conditions. The key was to communicate clearly, humanely and credibly. We evaluated going the way of one key marketing channel. Everything went according to plan -- until the company hit its capacity limits. We have implemented an expansion mode: we have increased the quality of leads and at the same time ensured the recruitment of 4 more employees. Without these reinforcements, the company could not grow and would be stuck in place.

The results are constantly improving, and optimization through the Facebook Conversion API contributes significantly to this. During the 3rd-5th month of the campaign alone, we generated 622 leads with an average price of 260 CZK/lead. With a conversion rate of over 12%, 74 signed clients came from them. The average trading cycle length was 14 days. These contracts brought the client a gross profit of CZK 5.37 million. The result is an investment-to-profit ratio of 1:33! The campaign has been extremely successful and has significantly moved DotaCego to where it is today.