2,802 Leads at ₹11.58 Each Across Media Relations and B2B Manufacturing

The challenge

Two clients, two industries that share almost nothing. A media relations firm needed enquiries for press-release and TV-interview services — a narrow, expensive audience. A linen fabric manufacturer needed B2B buyer enquiries at volume, in a market where a lead is worth far less individually but the addressable audience is enormous.

Running both through the same playbook would have failed both. A cost per lead that’s a disaster for one is a bargain for the other.

What we did

• Set a separate CPL target per campaign before launch, based on what a lead is actually worth to that business, instead of chasing one blended number.
• Split the media relations offer in two. Press-release enquiries and TV-interview enquiries were run as distinct campaigns, because they attract different buyers at very different price points.
• Built for volume on the manufacturing side. Broad targeting, a simple qualifying form and creative that led with the product spec — the combination that lets a B2B campaign scale without the cost per lead climbing.
• Qualified at the form, so the sales team received enquiries with enough context to prioritise rather than a list of names.

The result

The three campaigns delivered 2,802 leads from ₹32,505 of spend — a weighted average of ₹11.58 per lead across 171,151 people reached.

The spread is the point. The Linen Fabric campaign produced 2,406 leads at ₹8.75 each, while the TV Interview campaign produced 101 leads at ₹65.11. Both hit their target. Averaged into a single agency-wide “cost per lead” they would have told the client nothing useful about either business.

Within the media relations account, splitting the offer paid off immediately: press-release leads came in at ₹16.56 against ₹65.11 for TV interviews — a four-fold difference that only became visible because the campaigns were separated.

A good cost per lead is the one your margin can carry. There is no universal number.

Need a predictable flow of qualified enquiries? Talk to us about your CPL target.