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Results and case studies: cheaper leads, with supporting evidence

We often talk about the managed budget. I'll show you what it yielded: cost per lead, volume, traffic and sales, taken from my Google Ads, Meta Ads and Search Console accounts.

Request a free quoteSee the case studies
Google PartnerMicrosoft Advertising Partner4.7/5 on Google, 25 reviews

Before/after my piloting

Cost per lead

BeforeAfter

Training · Google Ads÷ 5.2

59,10 €
11,39 €

Heat pump · Google Ads÷ 3.3

74,75 €
22,69 €

Energy Initiative · Google Ads÷ 2

29,65 €
14,90 €

Renovation Group of France · Meta-42%

38,98 €
22,81 €
÷ 5.2 best case× 15.8 leads on an account
€1.5 millionof advertising budget managed per year, all channels combined
÷ 5.2Cost per conversion for a training organization, from 2021 to 2024
× 15.8leads in two years for a renovation client
700+projects completed since 2012

In short

What these figures show

Anthony Ménard, a freelance web marketing consultant in Ploumagoar, manages up to €1.5 million in advertising budgets per year, across all channels: Google Ads, Bing, Meta Ads, and Native Ads. On the accounts presented here, the cost per lead decreased by 34% to 81% after campaign optimization, and the lead volume increased by a factor of 1.4 to 15.8. On Meta Ads alone, more than 18,000 leads have been generated since mid-2023 on the accounts I still have access to.

How to read this page

  • Figures taken from my clients' accounts
  • Unretouched screenshots, clients anonymized unless otherwise agreed
  • Before/after: two years compared, account by account
  • No results are guaranteed: every project begins with an analysis.

Customer case studies

Three clients, three ways to lower the cost of a lead

These clients agreed to be quoted. The figures come from their advertising accounts.

Meta Ads · Landing Pages

French Renovation Group

Exterior insulation, heat pumps, solar energy, and LED lighting: Facebook and Instagram campaigns, with a landing page for each offer. Between 2024 and 2026, the cost per lead decreased by 42% while the volume increased nearly 16-fold.

2 839leads in 2026, compared to 180 in 2024
22,81 €per lead, compared to €38.98
25 %of leads converted into exterior insulation
Leads Meta Ads de Groupe Rénovation de France, ce client uniquement : 180 d'août à décembre 2024, 576 en 2025, 2 839 de janvier à octobre 2026180 leads2024August – December.€38.98 / lead576 leads202512 months€22.20 / lead2,839 leads2026Jan. – Oct.€22.81 / lead

Leads from this single client on Meta Ads, August 2024 to November 7, 2026, «Leads» results.

Google Ads · Meta Ads · Bing

Energy Initiative

Client since 2020 for energy-efficient renovations, air conditioning, and major renovations. In 2024, the cost per conversion on Google Ads was halved, with 5.4 times more conversions. On Meta, the cost per lead decreased by 39% between 2023 and 2025.

14 603Google Ads conversions since 2020
÷ 2cost per conversion in 2024
28 %of leads converted into air conditioning
«"Effective advertising strategies and impeccable lead management."»Initiativ'ENR, Google review
Google Ads d'Initiativ'Énergie : coût par conversion de 29,65 € en 2023 à 14,90 € en 2024, conversions de 1 195 à 6 466Cost per conversion29,65 €202314,90 €2024Conversions1 19520236 4662024

Google Ads data, years 2023 and 2024. On Bing, in addition: 555 conversions at €25.83.

Creation · Meta Ads

MCY France

Heat pumps and energy savings: I design the landing pages and ads, then I manage the Facebook and Instagram campaigns. The same message is used throughout, from the ad to the form.

1 147Meta leads from May to November 2026
22 %of leads converted into heat pumps
Publicité Facebook réalisée pour MCY FranceLanding page pompe à chaleur 2026 réalisée pour MCY France

Meta Ads

Facebook and Instagram: more leads, for less money

Meta only keeps detailed results for 37 months: the figures therefore start in mid-2023.

-42%cost per lead for Groupe Rénovation de France, from 2024 to 2026
18,000+Meta Ads leads generated since mid-2023, on the only accounts still accessible
20,33 €by lead in exterior insulation, out of 1,331 leads in 2024
Energy renovation2024 → 2026

French Renovation Group

-42%cost per lead
× 15.8volume

Cost per lead

38,98 €
22,81 €

180 → 2,839 leads

Energy renovation2023 → 2025

Energy Initiative

-39%cost per lead
× 5.6volume

Cost per lead

38,00 €
23,24 €

62 → 349 leads

Source: Meta advertising accounts, «Leads» results (Meta forms and website forms), retrieved on November 7, 2026. See also my page Meta Ads.

SEO

More Google traffic, without paying per click

Google Search Console and Google Analytics screenshots of sites I've optimized or tracked in SEO, from newest to oldest.

Capture Google Search Console : SEO d'une webapp sur 6 mois, 328 clics et 11,7 k impressions, de mai à novembre 2026
× 5 impressionsWeb app launched in 2026: weekly impressions increase from less than 100 to more than 500 in six months.
Capture Google Search Console : 433 clics contre 47 et 6,63 k impressions contre 426 après une optimisation SEO WordPress
× 9 clicksWordPress site optimization: 433 clicks compared to 47 in the previous quarter, and 6.63k impressions compared to 426.
Capture Google Search Console : 20,3 k clics et 3,06 M impressions en trois mois, fin 2023
3.06M impressionsSeptember to November 2023: 20.3k clicks in three months, and daily clicks increased from approximately 150 to 350.
Capture Google Search Console : 42,1 k clics et 1,22 M impressions sur un an, d'octobre 2021 à septembre 2022
42.1k clicksOver one year, from October 2021 to September 2022: 1.22 million impressions, and daily impressions that doubled.
Capture Google Search Console : 790 clics et 42,7 k impressions d'avril à septembre 2022
× 3 impressionsFrom April to September 2022: daily printouts increased from approximately 100 to 350.
Capture Google Analytics : 2,59 M sessions et 1,77 M utilisateurs en un mois sur un blog WordPress
1.77 million usersA WordPress blog in one month: 2.59M sessions and 4.09M page views, according to Google Analytics.

E-commerce

WooCommerce store: SEA, SEO and interface redesign

I took over the campaigns, SEO, and store usability all at once. As you can see in the screenshot, sales roughly tripled within two months of the intervention.

≈ × 3sales on the curve, two months later
43 941 €of gross sales over the period
1 767orders
Capture WooCommerce : 43 941 € de ventes brutes et 1 767 commandes, avec la hausse des ventes après une intervention SEA, SEO et UI/UX

Customer reviews

What my marketing clients say

4,7/5

25 public reviews on Google.

No. 1

Marketing consultant Codeur.com, ranking as of November 8, 2025.

Read Google reviews
«[…] manages our Google and Facebook campaigns and landing pages professionally. Results speak for themselves.»
Ruth Maman, Google reviews
«"Effective advertising strategies and impeccable lead management."»
Initiativ'ENR, Google review

My method

How do I achieve these cost reductions per lead?

Illustration d'une équipe qui analyse une courbe sur un tableau

Measure accurately

Conversion tracking is verified before any launch: form, call, sale. Without reliable measurement, no decline can be demonstrated.

Test large

Multiple ads, audiences and landing pages competing from launch, with a cost per targeted lead.

Cut and reinforce

I cut what doesn't convert and I strengthen what works: that's where the cost per lead decreases.

Follow the transformation

A cheap lead that never signs is useless: I also track the conversion rate of leads with you.

Frequently Asked Questions

What I'm being asked about these results

Are these figures verifiable?

They come directly from my clients' Google Ads, Meta Ads, Google Search Console, Google Analytics, and WooCommerce accounts. During a meeting, I can show you more elements via screen sharing.

Why are some customers anonymous?

A company's campaign data is confidential: costs, volumes, keywords. I only mention a client by name with their permission, such as Groupe Rénovation de France, Initiativ'Énergie, and MCY France.

Why compare one year to another?

The first few weeks are used to test ads, audiences, and pages, and campaigns generally stabilize within the first month. Comparing two years then reveals the effect of long-term management: new ads, refined audiences, and a budget focused on what converts.

Why are some campaigns being stopped?

A campaign tracks the client's activity. Energy renovation campaigns were reduced when the MaPrimeRénov' subsidies changed. Others stopped at the end of a program or with the launch of new products.

What cost per lead can I expect in my sector?

For these accounts, the cost ranges from approximately €7 for charging stations to €30 for tax relief. Your cost will depend on your location, your plan, and your landing page. I will provide you with a free estimate after analyzing your account.

Can you achieve the same results for me?

I don't promise figures upfront: every market is different. I show you what the same method has produced elsewhere, then we set a realistic cost-per-lead target with you from the outset.

The factors behind these results

Choose the right channel

Google Ads and Bing AdsSMO and Meta AdsSEO audit and monitoringNative AdsGEO and ChatGPT AdsLead generation

See also

The creations that accompany these campaigns

My landing pagesMore than 250 pages produced for these sectorsMy web marketing expertiseAn overview of my levers and my method
Who am I?

Free quote

Do you want the same curves?

Describe your activity and your current cost per lead: I'll tell you what's achievable, within 24 hours.

06 34 15 00 51 (phone and WhatsApp)[email protected]Offices in Ploumagoar (22970), by appointment only

    Your contact details are used solely to respond to your request (confidentialityI do not offer internships or apprenticeships.
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