€0.27 per lead. On products worth €100+.
An auto parts supplier serving Romania and the European market. Brake discs, shock absorbers, headlights, AC compressors, steering racks, radiators, hoods, fenders. 107 active campaigns. lei 1.34 best CPL. And a mechanic avatar test that dropped costs 70% overnight.
The owner was drowning in manual work. His lead management process: a spreadsheet. His outreach tool: personal WhatsApp. His daily routine: scrolling through rows, copying numbers, writing messages one by one, losing track of who answered and who didn't.
No pipeline. No status tracking. No way to know who's waiting for a quote and who's gone cold. He was spending more time chasing leads than closing deals.
What we fixed first — the pipeline
- 01
Kommo CRM implementation
Replaced the spreadsheet with a visual pipeline. Every lead has a status. Every conversation is tracked. The owner sees at a glance: who's new, who's waiting for a quote, who needs follow-up, who's ready to buy.
- 02
WhatsApp Business API integration
Personal WhatsApp can't send messages at scale without getting banned. We implemented WhatsApp Business API through Kommo — thousands of messages daily, no bans, no restrictions. Every conversation logged in the CRM.
- 03
Outreach bot
Automated the first touch. New leads get an instant message. Follow-up sequences run automatically. The owner stopped chasing people who don't answer and started focusing only on people who want to buy. Pipeline-first, not task-first.
The owner went from spending hours in a spreadsheet to working directly from his pipeline. Within months, the system paid for itself.
Creative by awareness level
- 01
Aware buyers
They know the exact product. 'Brake discs for Renault Megane III.' Direct product ad, price, CTA. Simple.
- 02
Solution-aware buyers
They have a problem. 'Car pulling to the left? Your steering rack might be failing.' Show the symptom, offer the solution.
- 03
Unaware buyers
They don't even know there's a problem. 'Your AC blowing warm air? Here's why — and the €X fix before summer hits.' Create the awareness, then offer the product.
- 04
Creative that lasts — one shoot, two years of ads
The client filmed 2-5 product videos per category — once. From that material, we've been creating ad variations for over two years. Different hooks, different angles, different formats — same raw footage. No monthly video shoots. No constant production costs.
- 05
The mechanic test — 70% CPL drop
Last quarter, costs started creeping up. We tested three avatars: an attractive model, a regular person, and a mechanic in a workshop. The mechanic won decisively. CPL dropped 70% across all product categories overnight. Auto parts buyers trust expertise, not glamour. A mechanic saying 'this is the part you need' carries more weight than a model holding a box.
Performance by category
Aggregate performance
A lead costs less than a third of a euro. The product sells for €100 or more. Even at a 10% close rate, the math is absurd: spend €27 to generate 100 leads, close 10, make €1,000+ in revenue. That's a 37x return on ad spend — before factoring in repeat customers.
Three systems, one machine
System 1 — CRM + WhatsApp API + Outreach Bot fixed the lead management chaos. Replaced spreadsheets with pipeline. Automated first-touch outreach. Let the owner focus on closing, not chasing.
System 2 — Three-tier creative strategy reaching buyers at every stage. Not just 'people who know what part they need' — everyone from unaware to ready-to-buy.
System 3 — Avatar testing. When performance plateaued, we tested the messenger, not just the message. Mechanic avatar = 70% CPL reduction overnight.
Each system works alone. Together, they compound.
All ad metrics from Meta Ads Manager — last 30 days (Jun 9 – Jul 8, 2026). 107 campaigns. lei 7,225 total spend. Currency: Romanian Lei (1 EUR ≈ 5 RON). Client name withheld by agreement.