How Leadinka would help a typical B2B company with inbound leads
Model company "NovaTech s.r.o." — an industrial solutions vendor with a monthly Google Ads budget of 120,000 CZK. This example describes a typical situation we see with customers.
Figures in this study are illustrative. Real results depend on your specific situation.
Sector
B2B services
Size
25–50 employees
Monthly ad spend
~120,000 CZK
Starting point
NovaTech generated ~85 leads per month via the website. Google Ads were optimized for "form submitted" and showed a CPA around 1,410 CZK. Sales had long said most leads were irrelevant — students, competitors, B2C buyers who weren't a fit.
Marketing couldn't prove ad spend made sense. Leadership pushed to cut the budget.
What was deployed
- 1Leadinka CRM — website forms connected via API, leads flow into CRM with UTM parameters captured.
- 2Sales process — sales marks which lead is relevant, which reached a meeting, which was won / lost.
- 3Google Ads offline conversions module — Leadinka started sending only "qualified leads" and "closed deals" back to Google Ads as conversion events.
- 46–8 weeks of learning — Smart Bidding gradually stopped favoring keywords and audiences that generated submitted but irrelevant forms.
Results after 3 months
Qualified leads
+38 %
at the same budget
Cost per qualified lead
−27 %
from 1,410 CZK to 1,030 CZK
Spam / B2C leads
−54 %
sales spends less time filtering
"We finally know every crown spent on ads goes after people we actually care about. Marketing and sales stopped blaming each other."
Key takeaways
The pivotal moment isn't a one-off optimization — it's that the ad system gets new signals from sales reality every day. After a few weeks it stops paying for audiences that submit forms but never convert commercially.
The same principle works for Meta Ads, lead ads, and web forms. The only requirement: sales must label leads honestly — otherwise Leadinka has nothing to learn from.