312 PLN Savings on Every New Customer
We changed the lead acquisition strategy for a transport company. We turned off non-functioning portals and focused on specific phrases in Google.
A transport company from Warsaw paid an average of 840 PLN for one inquiry regarding international transport. In four months, we reduced this cost to 528 PLN by throwing away ads that were only wasting budget.
The challenge
The company owner, Mr. Marek, transferred 12,500 PLN every month for ads in industry portals and Google Ads. The effects were poor. The phone rang often, but 87% of callers were people looking for the cheapest package or a job as a driver. The company has 14 fleets and needs large orders for regular routes, not small items. For 11 months, marketing costs ate the margin, and salespeople wasted time talking to people who wouldn't buy anyway. The numbers in the spreadsheet didn't add up.
Our approach
At Strategies and Visions PL, we started with an audit of the last 214 inquiries. We check the numbers before we propose anything. It turned out that the ads were displayed for general terms like 'cheap transport', which attracted the wrong people. Our plan was simple: turn off everything that doesn't bring a net profit. We removed 64 general phrases from the search engine. We gave up on two portals that took a subscription fee but didn't give any concrete orders. We focused on concrete tasks, not empty promises.
The solution
We built a new, raw landing page that speaks directly about specifics: 13.6 m sets, refrigerated transport, and OCP insurance for 300,000 EUR. We added a form with 4 fields that immediately cut off inquiries about small shipments. We focused the campaign only on Poland-Germany and Poland-Spain routes, where Trans-Logistyka's margin is highest. We count every zloty from marketing, so every zloty went into precise targeting of logisticians from large manufacturing plants.
Results
After 18 weeks of work, the cost of acquiring one valuable customer fell by 312 PLN. With a budget smaller by 1,500 PLN per month, the company started getting inquiries for full loads, not couriers.
Timeline
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October 2023Analysis of 214 historical inquiries and cutting out 64 empty phrases in Google.
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November 2023Launch of a new landing page and a form excluding small packages.
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December 2023Budget focus on routes to Spain and Germany (highest margin).
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February 2024Summary of results: lead cost fell from 840 PLN to 528 PLN.
"Finally, we don't answer phones from people looking to transport a washing machine. Concrete manufacturing companies are calling. Plan on paper, profit in the bank – it worked for us."