Franchmaker — leads for packaging a business into a franchise

The task

Generate leads for Franchmaker’s service of packaging a business into a franchise. This is a B2B segment with a narrow audience: owners of a running business who are ready to scale through franchising. There are few such people on the market and they take a long time to decide, so a lead here is by definition more expensive than in mass B2C niches — the economics work because of the high ticket of the service.

What we did

Launched targeted ads aimed at an entrepreneurial audience for whom scaling a business is relevant. Traffic was driven to a lead — a direct request for franchise packaging, not to intermediate touchpoints.

Results

• Ad budget — $1,357
• Leads — 135
• Cost per lead — $10.05

Insights

$10.05 for a B2B lead from a business owner is a strong figure: in segments with a narrow entrepreneurial audience the cost per lead often runs into tens of dollars. At the ticket of a franchise packaging service, one closed deal covers the entire ad budget of the case, and 135 leads give the sales team enough of a funnel for such deals to happen. The conclusion for high-ticket B2B services: even a $1,357 budget can deliver a full-fledged flow of inbound requests — the question is how precisely you hit the audience.