45,000+ leads. €1.09 CPL. Landing pages did the work.
The largest COD e-commerce operation in our portfolio. Bluetooth speakers, shower systems, Karcher pressure washers, kitchen tools, blenders, air fryers — dozens of product launches over 16 months. Killed instant forms. Built scarcity-driven COD landing pages. Conversion rate went from 10-30% to 80-90% overnight.
Cash-on-Delivery and Card-on-Delivery: the dominant purchase model in Moldova. The client was running instant forms on Meta. Leads came in cheap. Operators called. But the conversion rate was brutal — 10-30%. Out of every 10 leads, 7-9 didn't convert. Cheap leads, bad conversion. Volume without revenue.
All leads landed in Telegram — no CRM, no pipeline, no visibility into which operator was performing and which one was losing sales.
The first fix: kill instant forms, build COD landing pages
- 01
Before — instant forms
Low friction, low commitment. Conversion rate: 10-30%. Cheap leads, high volume, high waste.
- 02
After — COD landing pages
Aggressive, scarcity-driven pages. Clear pricing. Limited stock messaging. Urgency elements. Higher friction by design. The prospect reads the page, sees the price, sees the scarcity, makes a decision, THEN submits. By the time the operator calls, the prospect has already sold themselves.
- 03
The result
Conversion rate: 80-90%. Same products. Same audience. Same operators. Different landing page. The sales team adapted their pitch to match the landing page language. When the operator's script matches what the prospect just read — trust is instant.
Creative strategy: test everything, keep what works
- 01
Product testing at scale
Over 16 months, we launched campaigns for dozens of products: Karcher pressure washers, Bluetooth speakers (multiple models and price points), kitchen tools, blenders, air fryers, shower systems. Not every product works for COD. We tested and killed ruthlessly — only products where the full math worked (ad cost + operator time + shipping + returns = profit) survived.
- 02
Hypothesis testing
Every campaign launched with a documented hypothesis. Each one tested, measured, proven or killed.
- 03
Avatar & angle testing
Tested different faces, different trust signals. Found what converts for this market and rolled it across product lines. Same product, different reasons to buy — a speaker is a gift, a party essential, a home upgrade. Each angle attracts different buyers at different costs.
- 04
Voucher and giveaway campaigns
Top-of-funnel volume machines. 8,000+ leads from voucher campaigns at €0.28 per lead. These lists fed retargeting and built brand awareness across the country.
Stable campaigns running month after month. 65+ campaigns active at any time. The testing was front-loaded — now the machine runs.
Zero-cost, full control
- 01
The stack
Telegram Bot + Google Sheets + Webhooks. Three tools. Zero monthly cost. One-time setup fee. Built where the client already lives — inside Telegram.
- 02
Conversion rate per operator
Instantly see who's closing and who's not. No hiding behind 'the leads are bad.' The data shows who converts and who doesn't. Every day. Automatically.
- 03
Estimated reaction time
How fast each operator contacts the lead. This is the #1 metric in phone sales. A lead contacted in 2 minutes converts at 3-5x the rate of one contacted in 2 hours. Now the owner sees this number per operator, per day.
- 04
Automated daily / weekly / monthly stats
Reports pushed to Telegram. No logging into dashboards. The numbers come to you. Customizable — want to track average order value per operator? Return rate by product? Time-of-day patterns? Add it. The system is built to be extended.
The numbers
€1.09 average CPL × 80-90% conversion rate = effective cost per sale around €1.20-1.35. For products selling at €25-75. That's a 20-55x return on ad spend — before factoring in the contact database built for future cold outreach.
At €0.28 per lead on voucher campaigns — we're building a customer database for less than the cost of a text message.
Latest period
The asset that keeps growing
Every lead that doesn't convert goes into a database. Not deleted. Not forgotten. Stored, tagged, ready for future outreach.
Over 16 months, this database grew into the largest contact list of interested buyers in the city. New product launch? Message the database. Seasonal promotion? Cold call the list. No ad spend required.
The client isn't just running ads. He's building a monopoly on attention in his market.
Ad metrics from Meta Ads Manager — 16 months, €50,019 total spend, 45,860 total contacts. Telegram CRM runs at zero monthly cost. Conversion rate improvement from 10-30% to 80-90% after landing page implementation. Client name withheld by agreement.