Long-cycle B2B: 1,000+ franchise leads at €13.2 blended CPL

We ran Paid Media on Meta Ads and Google Ads for Dribo’s franchisee acquisition. The challenge in a franchise business is not just generating leads, but generating qualified ones without the cost exploding as you scale. Over the summer of 2025 we raised spend on both platforms while bringing the cost per lead down. These are the results for June–August 2025:

Franchise leads

+1,000

Franchise applications captured over the summer quarter (Jun–Aug 2025), combining Meta and Google.

Blended CPL

13.2€

Average cost per lead across both platforms.

// CPL reduction by channel

Meta Ads

−77%

Cost per lead from €44.6 to €10.1 in two months, while scaling spend.

Google Ads

−51%

Cost per lead from €24.2 to €11.8, with CVR climbing to 3.49%.

// The differential

More spend and a lower cost per lead, at the same time.

The hard part is not cutting CPL by throttling spend, nor scaling and letting cost drift up: it is doing both in parallel, across two channels. On Meta the cost per lead fell 77% in two months and on Google 51%, while we doubled spend on both platforms. Summer result: over 1,000 franchise leads at a blended CPL of €13.2.

// Period result · summer 2025

+1,000

// Franchise leads

13.2€

// Blended CPL

−77%

// Meta CPL in 2 months

What if we built you a system like this?

We start with a viability audit of your account. If it fits, we keep going.